Broccoli to Japan

Left to right: Dominic Jenkins, VegetablesWA; Robert Nave, Fragapone Farms; Adriano Brescia, TIQ; Kees Versteeg, Qualipac; Mr Nishikawa, Union Corporation; James Terry, Momack Produce; Darren Wood, Withcott Group; Bronwyn Warfield, TIQ; Daiji Takashima, TIQ.

Broccoli to Japan

Horticulture Innovation Australia (HIA) and vegetable levy growers recently funded an in-depth analysis of the broccoli market in Japan to determine whether opportunities existed for Australian growers to re-enter the market. The Market Analysis and Strategy: Broccoli to Japan project is the result of collaboration between Trade and Investment Queensland (TIQ), Griffith University (GU) and the Department of Agriculture and Fisheries (Queensland) (DAF).

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Japan’s Iron Chef, Mr Hiroyuki Sakai, served broccoli soup made from Queensland broccoli at a luncheon hosted by the Queensland’s Premier, The Hon Annastacia Palaszczuk MP, during a visit to Japan in October 2015.

Australian broccoli selling in Aeon supermarket in Tokyo in October 2015. This year represents the first shipments of Australia broccoli to re-enter the Japanese market in 9 years.

The methodology for the analysis was broken into six key components, including:

  1. desktop research;
  2. supply chain mapping;
  3. consumer research;
  4. competitor analysis;
  5. economic analysis;
  6. communication and extension;

The final report was completed in March 2015, with key findings for the six components presented at a seminar held in Brisbane and attended by Australian growers, Mr Tomohisa Nishikawa (General Manager, Vegetable Department, Union Corporation), members of the project steering committee and other industry representatives. The presentations from the project team, and interviews with the project steering committee and Mr Tomohisa Nishikawa, are below.

Videos are also available from a seminar held in June 2014 for this project. This seminar was held to canvas input and involvement by industry in this HIA project.  These videos also profile the project team as well as presentations from VegetablesWA on carrot exports and presentations from Applied Horticultural Research which discuss Australia’s historical broccoli exports to Japan and product quality issues of broccoli exported by seafreight.
Video 01 - Welcome project overview
Video 02 – Understanding supply chain
Video 03 – Consumer research insights
Video 04 - Economics and statistics
Video 05 – Panel session
Video 06 – Mr Nishikawa interview
Video 07 – Interviews with Project Steering Committee