Examining Asian Attitudes to Australian Horticultural Products in Hong Kong, Malaysia and Singapore.

Abstract

Australian fresh fruit and vegetable exporters are not particularly good at developing and maintaining long-term relationships with customers in South East Asia. Among the importers, Australia has developed the reputation as an inconsistent and unreliable supplier. With most exporters pursuing the domestic market, the quantities, quality and price of Australian produce is too variable. The small scale nature of the industry and the lack of any real coordination makes it difficult for exporters to respond to importers immediate needs, and, in the absence of any strong reliable brand, difficult to present a cohesive, unified image in the market. With long-term relationships becoming increasingly important in the market, Australia must not only improve its image in the market, but seek to better satisfy customers requirements, for otherwise importers will pursue alternative sources of supply.