Broccoli closeup

Story overview

Broccoli growers in the Lockyer Valley had been absent from the Japanese market for nine years.

A market analysis identified favourable changes in market conditions, including the reduction or elimination of tariffs on most horticulture products under the Japan-Australia Economic Partnership Agreement, a lower Australian dollar, and drought in the US, Australia’s key competitor for broccoli exports.

In addition, expanding markets and rising demand from both Singapore and Taiwan were expected to inject $6 million into the Lockyer Valley and Darling Downs and underpin the creation of new production areas.

TIQ worked with the Queensland Department of Agriculture and Fisheries (DAF) to help broccoli growers successfully re-enter the Japanese market.

Client details

Client Qualipac

Product Broccoli

Website www.qualipac.com.au

What they achieved

Lockyer-based Qualipac took the lead in developing the opportunity to export broccoli, and is collaborating with other growers on the Darling Downs to help meet market demand. In two seasons, $2.8 million has been injected into the region.

Queensland cauliflower is also now being exported to Japan for the first time in 13 years, and trial shipments of a range of vegetables have been sent to buyers for assessment. In addition, one Queensland supplier has established a long-term agreement with Taiwan’s Carrefour supermarkets for weekly deliveries of fresh lettuce, spinach and mixed-leaf salad packs.

Queensland’s crop exports have risen 52% in value to reach $1.6 billion in 2015–16. Japan is currently our second-largest export market, and Taiwan is Queensland’s sixth-largest export market.

How they did it

TIQ worked in collaboration with the DAF to identify opportunities for exporting broccoli to Japan, with funding from Horticulture Innovation Australia.

In June 2016, TIQ helped DAF plan a trade mission to Japan and Taiwan to build on the success of the broccoli exports and expand into new products such as cos lettuce, cabbage, cauliflower, packaged salad, nuts and celery.

The mission featured an in-store promotion of Queensland vegetables in Aeon’s largest supermarket, Laketown, and a luncheon at the Iron Chef’s restaurant, La Rochelle, which featured an array of Queensland vegetables and was attended by 40 importers, retailers and food service companies.

Source: TIQ annual report 2015-16