2010- 2020 a growing profile - consumer - melons australia · contents executive summary 2 industry...

Custard AppleLycheeMangoMelon

PapayaPassionfruitPersimmon

Pineapple

Selected Australian Subtropical and Tropical fruit industries: size, value and potential

2 0 1 0 - 2 0 2 0 a growing profile

ISBN X XXXX XXXX X

Published and distributed by:Horticultural Australia LtdLevel 7 179 Elizabeth StreetSydney NSW 2000Telephone: (02) 8295 2300Fax: (02) 8295 2399

E-Mail: [email protected]

© Copyright 2010

Australian Custard Apple Growers Association (ACAGA)

Phone: +61 2 6629 5333Fax: +61 2 6629 5422Email: [email protected]: www.custardapple.com.au

Australian Lychee Growers’ Association (ALGA)

Phone: +61 7 4939 7032Fax: +61 2 6687 8077Email: [email protected]: www.australianlychee.com.au

Australian Mango Industry Association (AMIA)

Phone: +61 7 3846 1866Fax: +61 7 3846 1966Email: [email protected]: www.mangoes.net.au

Australian Melon Association Inc.

Phone: +61 7 3374 0453Email: [email protected] Website: www.melonsaustralia.org.au

Papaya Australia

Phone: +61 7 4061 3368 Fax: +61 7 4061 7333Email: [email protected]: www.australianpapaya.com.au

Australian Passionfruit Industry Association (APIA)

Phone: +61 7 3351 8358Fax: +61 7 3851 0917Email: [email protected]: www.australianpassionfruit.com.au

Persimmon Australia Inc.

Phone: (+61) 7 5483 3734Fax: (+61) 7 5483 3524Email: [email protected]: www.persimmonsaustralia.com.au

Growcom

Phone: +61 7 3620 3844Fax: +61 7 3620 3880Website: www.growcom.com.au

Contents

Executive summary 2 Industry profiles 4

1 Custard Apple 4 2 Lychee 6 3 Mango 8 4 Melon 10

5 Papaya 12

6 Passionfruit 14

7 Persimmon 16

8 Pineapple 18

Selected Australian Subtropical and Tropical fruit industries: size, value and potential 2010- 2020 1

2

The Australian subtropical and tropical fruit industry is often considered in reference to larger industries such as banana, with the other industry’s value and potential poorly recognised. This publication seeks to highlight the current actual size, value, rate of expanding production and potential growth for HAL member Australian subtropical and tropical fruit industries. Both individually and collectively they represent significant value to the Australian economy.

Market potentialEach subtropical and tropical fruit industry has potential for significant growth in both domestic and export markets. Domestic demand is being driven by expanding mar-ket demographics, consumer preferences for greater variety and improvements in the quality of fruit on offer. Export demand is being driven by Australia’s reputation for fruit quality as well as an ability for many indus-tries to supply counter seasonally. To date market potential has been constrained by the resource limitations of marketing and market access support required to realise the poten-tial growth. Expansion of both the domestic and export market is intrinsically linked to the R&D support provided to each industry, par-ticularly with regard to productivity improve-ment, quality improvement, better varieties and market access technology. Industry resources Industry resourcing is a critical constraint for the majority of Australia’s subtropical and tropical fruit industries. An additional chal-lenge is the resourcing of the peak industry bodies. Maintaining a high level of industry representation and leadership continues to be a challenge with limited funds available for the operation of representative organisa-tions. ImportsImport programs are now starting to place increased pressure on some subtropical and tropical fruit industries. Those with a sizeable processed market segment are particularly vulnerable as Australian and imported lines are often differentiated primarily on price , and Australia generally has higher costs of production compared to importing countries.

The fresh markets are also vulnerable to negative impacts due to import programs. Not only direct competition from low cost products but some inferior quality imported lines have the potential to reduce consumer satisfaction and lower demand for the category as a whole. Import programs are expected to continue to expand, particularly for less expensive sources of processed product and where counter seasonal fresh products are available.

BiosecurityThe increased threat of imports has high-lighted a need for each industry to re-eval-uate its size and major areas of production, and to understand the biosecurity threats associated with current and potential im-ports of fresh fruit and/or planting material.

Subtropical and tropical fruit production All HAL member subtropical and tropi-cal fruit industries are exhibiting growth in production through increases in plantings and production as new plants come on-line. Production in regions such as Kunnunurra and in the Northern Territory have experi-enced significant growth especially when compared to drought affected growing areas within SA and Victoria. The exception is the pineapple industry which has recently un-dergone some contraction due to a reduced processed market. Affect of growth has sometimes been diluted by extreme weather events (e.g. Cyclone Larry and Yasi - pa-paya; North NSW floods - Passionfruit and custard apple).

ExecutiveSummary


Executive

Area planted 2010 2015 2020 2025Custard apple 64,000 trees 66,000 trees 68,000 trees 70,000 treesLychee 187,104 trees 205,500 trees 226,050 trees

Mango 2,000,000 trees 2,050,000 trees 2,100,000 trees 2,200,000 treesMelon 1,091 ha ? 1,363 ha 1,499 ha 1,648 haPapaya 385 ha 500 ha 600 ha 700 haPassionfruit 300,000 vines 320,000 vines 350,000 vines 400,000 vinesPersimmon 220,000 trees 240,000 trees 245,000 trees 270,000 trees

Pineapple 41,000,000 plants 52,500,000 plants 70,000,000 plants 80,000,000 plantsProduction 2010 2015 2020 2025Custard apple 2,000 t 2,200 t 2,500 t 2,800 tLychee 3,200 t 4,500 t 6,000 tMango 65,625 t 467,922 t 70,300 t 72,760 tMelon 184,522 t 212,200 t 233,420 t 256,762 tPapaya 13,000 t 18,000 t 20,000 t 22,000 tPassionfruit 3,000 t 3,200 t 3,500 t 4,000 tPersimmon 2,037 t 2,600 t 3,250 t 5,000 tPineapple 82,000 t 105,000 t 140,000 t 160,000 tValue 2010 2015 2020 2025Custard apple $7.0m Farm gate $8.7m Farm gate $10.7m Farm gate $12.8m Farm gateLychee $16m Farm gate $23m Farm gate $30m Farm gateMango $140m GVP $145m GVP $150m GVP $156m GVPMelon $160m Farm gate $184m Farm gate $202m Farm gate $223m Farm gatePapaya $20.8m Farm gate ? $32.4m Farm gate ? $40.0m Farm gate ? $48.5m Farm gate ?Passionfruit $10-12m Farm gate $12-15m Farm gate $15-18m Farm gate $18-22m Farm gatePersimmon $10.1m Farm gate? $12.16m Farm gate? $15.2m Farm gate? $22.7m Farm gate?Pineapple $70m Farm gate $88m Farm gate $120m Farm gate $146m Farm gate

Production figures for HAL member Australian subtropical and tropical fruit industries

4

Custard A

pple

Custard AppleCustard Apple Industry Profile

PRODUCTION BY GROWING REGION (number of trees)Year 2002-03 2004-05 2007-08 2009-10Northern Queensland (Mareeba to Atherton)

4,262 4,294 4,348 4,175

Central Queensland (Yeppoon and Gladstone)

9,172 4,184 4,235 3,695

Wide Bay (Bundaberg and Childers) 8,761 6,313 6,123 5,933Sunshine Coast 23,458 18,651 19,472 20,012New South Wales 26,422 26,947 28,471 28,079Western Australian and the Northern Territory

1,032 1,032 1,270 1,270

TOTAL 73,202 61,471 63,919 63,164

PRODUCTION SNAPSHOT Season 2002-03 2004-05 2007-08 2009-10Production (t) 2,224 1,768 1,740 1,677Value ($m) Farm gate

5.0 4.5 5.0 5.9

No. of growers

270 259 213 212

MARKETSYear 2009 2010Domestic (tonnes) 1,654 1,495Export (tonnes) 22.6 18.2

Singapore 18.1 14.6Hong Kong 4.5 3.6

Industry potentialThe industry is positioning itself for growth through continued investment in improving planting materials and production systems in-formation. A breeding program has currently identified four new high yielding selections with exciting promise. An unusual and at-tractive red-skinned variety is being tested in field trials within major growing regions. A tree training systems project and dwarf rootstock trials are also looking at ways of improving fruit quality and yields. Due to the low market penetration of custard apples domestically, there is significant op-portunity for growth in the category. The industry’s potential to develop is support-ed strongly by a united and well organised industry network.

Markets: current and futureRecent research has identified that only 37 per cent of Australian consumers have previously tried or heard of custard apples. Industry mar-keting levy funds are being utilised to conduct public relations strategies to educate consum-ers and overcome initial barriers to purchase. Targeted activities have the ability to signifi-cantly drive domestic demand if maintained.Current export markets include South East Asia and the Middle East. The main export market is Singapore. Other potential coun-tries for exports have quarantine restrictions due to Queensland Fruit Fly. Market access to the United States, New Zealand and Tai-wan using irradiation is being pursued.


Further industry information:

Australian Custard Apple Growers Association (ACAGA)

Phone: +61 2 6629 5333Fax: +61 2 6629 5422

Email: [email protected]: www.custardapple.com.au

Custard Apple

African Pride

Pinks Mammoth

VARIETIES AND SEASONALITYJ F M A M J J A S O N D

Pinks MammothAfrican PrideMaroochy Gold

Key varieties The main varieties of custard apple are Pinks Mammoth, Hilary White and African Pride. Recently released varieties include Maroochy Gold and KJ Pinks, a self pollinating sport of Pinks Mammoth. Of the total custard apple production, about two thirds is made up of African Pride, and one third is Pinks Mammoth. The objective of the industry breeding program is to produce sweet large fruit varieties with self pollinating characteristics, smooth skin, a long shelf life, and resistances to marking and disease.

Nutritional properties CopperCustard apples are an excellent source of copper. Copper is a trace mineral that helps the body to form haemoglobin. It is also a primary element in the production of melanin in the human body, and assists the utlisation of iron.Glycemic IndexCustard apple has a Glycemic Index (GI) of 54. This GI value is considered low. Low GI foods produce only small fluctuations in blood glucose and insulin levels and are linked to a reduced risk of diabetes and heart disease, and improved weight management.Increased expectorantEating custard apples can function as an ex-pectorant by helping the body expel mucus from the lungs and nasal passages.Diabetes and liver damageConsumption of fruit flesh has been shown to improve blood lipid profiles and indicate improved liver function and a protective ef-fect on the liver and heart. An increase in glucose tolerance has been shown in labora-tory studies.

6

Lychee

LycheeLychee Industry Profile

PRODUCTION BY GROWING REGION (%)Year 2006-07Atherton Tablelands 25Far North Queensland 15Central Queensland 25South East Queensland 30Northern New South Wales 5

PRODUCTION SNAPSHOT Season 2002-03 2002-03 2009-10Production (t) 908 3,000 3,200Value ($m) 5.9 GVP 15 Farm

gate16 Farm

gate

MARKETSYear 2006-07Domestic (tonnes) 2,640Export (tonnes) 360

Hong Kong 150Pacific Islands 100New Zealand 95

Singapore 20Canada 15

United Arab Emirates 15Europe 5

Other 55

Industry potentialBoth the domestic and export market for lychees has significant growth opportunities. Within Australia the majority of consumers are still unfamiliar or unaware of lychees. Research shows that current lychee consum-ers in Australia are predominantly of Asian descent. As other demographics become fa-miliar with the fruit, the potential to grow the domestic market is significant. Supermarkets are considered an area of significant oppor-tunity for sales growth. The export market is also in a period of ad-justment. Although export currently only ac-counts for 10-15 per cent of production, this has been much higher in the past, prior to China joining the World Trade Organisation. Future market access to China will provide vast potential to supply that market with high quality fruit on a counter seasonal basis. The

Australian industry certainly has the potential to expand production to meet future market opportunities. The implementation of new disinfestation protocols has been prioritised to allow new export markets to be opened. Markets: current and future The majority of production is consumed domestically and sold primarily in the major metropolitan markets. There is also thought to be a strong roadside trade which could account for about 450t or about 15 per cent of total annual production. Sales through retail chains are increasing and 2009-10 data indicates supermarkets now supply at least 50 per cent of all Australian lychees.Exports account for 10 to 15 per cent of pro-duction. Hong Kong remains the main ‘desti-nation’ port for Australian lychees, accounting for around 40 per cent of all exports.

Main growing regionsProduction is spread along the east coast of Australia from the far north of Queensland to Coffs Harbour in New South Wales. Major production districts include the Sunshine Coast, Bundaberg, Rockhampton, Mackay, Ingham, Tully and the Atherton Tablelands.



Australian Lychee Growers’ Association (ALGA)Phone: +61 7 4939 7032

Fax: +61 2 6687 8077Email: [email protected]

Website: www.australianlychee.com.au

Lychee

Fay Zee Siu

Sou

rce:

DE

ED

I

Tai So B3

Salathiel


Souey TungFay Zee SiuTai SoBosworth 3 (B3)SalathielWai Chee

Key varieties There are currently 8 varieties of lychee that are grown in Australia with the small-seeded varieties and North Queensland early season production able to attract a price premium. The main varieties are: Tai So, B3, Fay Zee Siu, Salathiel, Wai Chee, Souey Tung, Bengal and Kaimana with Tai So and B3 the majority of production.

Nutritional properties Vitamin C Lychees are a good source of Vitamin C. Vitamin C is an antioxidant that protects the body from free radical damage and boosts the immune system. One serve of lychees has the equivalent concentration of Vitamin C as an orange.

Total antioxidants Lychees have a high level of antioxidants, ranked second just behind strawberries. Anti-oxidants are needed to fight free radicals which can damage body cells.

Glycemic IndexLychees have a Glycemic Index (GI) of just 57. This GI value is at the low end of the moderate level. Low GI foods produce only small fluctua-tions in blood glucose and insulin levels and are linked to a reduced risk of diabetes and heart disease, and improved weight manage-ment.

8

Mango

MangoMango Industry Profile

MARKETSYear 2002-03 2004-05 2007-08 2009-10Domestic (tonnes) 44,362 51,772 45,437 48,453Export (tonnes) 4,269 3,121 3,348 4,047

Hong Kong 1,380 834 1,350 1,620Middle East 607 519 547 833

New Zealand 0 15 298 569Singapore 1,618 678 541 451

Japan 73 537 225 162Malaysia 319 201 196 130

EU 149 300 129 95Other 123 37 62 187

PRODUCTION BY GROWING REGION (tonnes)Year 2002-03 2004-05 2007-08 2009-10Western Australia 3,094 1,470 2,100 2,400Darwin/Katherine/Mataranka 12,600 19,222 15,400 17,203Mareeba/Dimbulah 15,577 18,564 18,235 20,697Burdekin/Bowen 14,813 12,737 11,000 9,800Central/South East Queensland 2,547 2,100 1,800 2,000Northern New South Wales 150 800 250 400TOTAL 48,781 54,893 48,785 52,500

PRODUCTION SNAPSHOT Season 2002-03 2004-05 2007-08 2009-10Production (t) Fresh only

48,781 54,893 48,785 52,500

Value ($m) GVP

98 100 120 140

No. of growers

1,400 1,300 1,200 1,100

Industry potentialThe mango industry’s production has been growing steadily, with current estimate of an annual increase in production of 4 per cent per annum (long term average). To position itself for this expansion the mango industry has prioritised the allocation of resources to strategies that will minimise barriers to pur-chase and drive consumption. Research has shown considerable opportunities for

increasing demand through increased do-mestic market penetration. There are oppor-tunities to increase frequency and increase weight of purchase. The industry is also gain-ing and pursuing export market opportunities, reducing the reliance on the domestic market. One of the industry’s strategies is to work on increasing export volumes though opening new markets and improving export protocols to existing markets.


Further industry information:Australian Mango Industry Association (AMIA)

Phone: +61 7 3846 1866Fax: +61 7 3846 1966

Email: [email protected]: www.mangoes.net.au

Mango

Calypso

Kensington Pride R2E2

Honey Gold


Kensington PrideR2E2CalypsoHoney GoldKeittKentPalmerBrooksPearl

Markets: current and future The domestic market for mangoes is faced with increasing production and the industry is focussed on initiatives to increase consump-tion through quality improvements and pro-motion. The product has unique positioning, characteristics and appeal. They are widely available in supermarkets and independent retail outlets, and different varieties are now offering different eating experiences. New production technologies and new varieties have the potential to expand product avail-ability windows on the domestic market. Currently there is also a lack of import com-petition during the peak Australian production

window, but a number of countries do export to Australia. Currently the majority of this trade is counter seasonal. The growth of ex-port markets is very valuable, with Australian production counter seasonal to 80 per cent of world production. Worldwide demand for mangoes is presently rising as international markets become progressively more aware of the tropical fruit. Mangoes are currently exported to Singapore, Japan, China, Europe and the Middle East. Industry is progressing market access to other potentially impor-tant markets such as the United States and Taiwan.

Key varieties Mango production in Australia is dominated by the variety Kensington Pride, which currently comprises approximately 70 per cent of Austra-lia’s production. Other varieties such as Keitt, Brooks, and Pearl, as well as green eating vari-eties, such as Nam Doc Mai are examples of a range of varieties produced in significant quanti-ties in Australia. In recent years, new varieties, such as Calypso and Honey Gold have been

planted in significant numbers in key production regions and are adding to Australia’s produc-tion.

10

Melon

Melon Industry Profile MelonWATERMELON PRODUCTION SNAPSHOT Season 2006-07 2007-08 2008-09Production (t) 136,861 152,140 131,112Gross Value ($m) 99.9 92.6 94.1No. of growers

unknown 436 402

ROCKMELON PRODUCTION SNAPSHOT Season 2006-07 2007-08 2008-09Production (t) 68,105 58,915 60,510Gross Value ($m) 72.9 66.8 65.2No. of growers

unknown 122 169

PRODUCTION BY STATE (ha)WATERMELON ROCKMELON HONEYDEW MELON

Year 2007-08 2008-09 2007-08 2008-09 2007-08 2008-09Queensland 2,032 2,298 796 1,237 100 206New South Wales 873 728 647 1,022 106 125Western Australia 744 572 577 487 134 141Northern Territory 524 470 115 120 0 0Victoria 230 63 67 15 0 0South Australia 27 37 6 8 2 0TOTAL 4,430 4,168 2,208 2,889 342 472

Industry potentialThe Australian melon industry is maturing and embracing professionalism as it pursues industry strategic objectives with private funding contributions through marketing alliances. Voluntary contribution research projects funded recently have addressed pest and disease problems, agronomy research, and mechanical harvest aids. Marketing groups are also voluntarily provid-ing funds for product specific promotion and market development activities. The industry is considering the introduction of a market-ing levy specifically for watermelons. The Australian Melon Association is assisting with this proposal, which has the potential to significant impact market share.

Markets: current and futureFresh seedless watermelons, rockmelons and honeydew melons are the major melon products. They are produced all year round and marketed predominantly as commodities. Brands are recognised only at the wholesaler and retailer levels. The main form of value-adding is cut and wrapped fruit. Some melons are utilised in fresh cut fruit salad mixes and juice products. Seedless watermelons have become increasingly popular with consumers, and production has been rising. Market share for rockmelons and honeydew melons has increased with variability in eating qual-ity becoming less of an issue than previ-ously. The ability for consumers to discern varieties continues to be a problem in maintaining consumer satisfaction in relation to product consistency.



Australian Melon Association Inc.Phone: +61 7 3374 0453

Email: [email protected] Website: www.melonsaustralia.org.au

Melon

Examples only: Final photos still to be received

PRODUCTION REGIONS AND TIME OF HARVESTJ F M A M J J A S O N D

Northern TerritoryWestern AustraliaQueenslandNew South WalesVictoriaSouth Australia

SEASONALITYJ F M A M J J A S O N D

WatermelonRockmelonHoneydew

Nutritional properties WATERMELONLycopeneWatermelon is the best source of lycopene in fresh produce, having higher concentra-tions of lycopene than any other fresh fruit or vegetable, including tomatoes. This potent carotenoid antioxidant has been repeatedly studied in humans and found to be protective against a growing list of cancers. Amino acidsWatermelon has amino acids such as citrul-line and arginine that help maintain arteries, blood flow and heart health.

ROCKMELONVitamins A and CRockmelon is known to be high in Vitamins A and C. Both are well known antioxidants that protect the body from free radical damage and boost the immune system. HONEYDEW FolateOne serve of honeydew melon provides 8 per cent of the daily requirement of folate.

12

Papaya

PapayaPapaya Industry Profile

PRODUCTION BY GROWING REGION (hectares)Year 2002-03 2004-05 2007-08 2009-10Northern Queensland 300 300 250 320Central Queensland 20 20 20 20South East Queensland 5 5 5 5Western Australia 20 20 20 20Northern Territory 10 10 10 10TOTAL 355 355 305* 375


18 18 18 19

No. of growers

100 100 90 90

*In 2006 Cyclone Larry caused a drop of 70 per cent of production in Northern Queensland

Industry potentialThe papaya industry is currently working on removing one of the major limiting factors to the consumer appeal of the fruit, which is the inconsistency of product on the market caused by too many varieties, and variability within varieties. The industry is planning to establish champion varieties, with consis-tencies in taste, and to a lesser extent size, shape and external appearance. Papaya Australia are currently working on identifying, and then actively promoting to the industry, a small number of ‘champion’ varieties that have the potential to increase consumer ap-peal and satisfaction.

The potential to build domestic demand is reflected in industry data revealing opportu-nities to significantly increase new users of the product and general purchase frequency. Market growth is anticipated in the young consumer and health-orientated consumer segments. There are also reported opportu-nities for value-adding and processing, and innovations in presentation and packaging. Production forecasts of around 15,000t by 2012 indicate that per capita consumption will need to increase to at least 0.68kg per-son. This is a projected 20 per cent increase in demand since 2008.

Main growing regionsOver 90 per cent of papayas and papaws are grown in the northern Queensland areas of Innisfail and Mareeba. Other Queensland production regions include the Proserpine, Yarwun, Gympie and Sunshine Coast districts. There is also some small commercial production in the Northern Territory and Western Australia. Papaya grown in North Queensland is available year-round whereas product from Western Australia and central and south-east Queensland is not available for a period of 2 to 3 months due to climate conditions.


Papaya

Further industry information:Papaya Australia

Phone: +61 7 4061 3368 Fax: +61 7 4061 7333

Email: [email protected]: www.australianpapaya.com.au

From left: Red papaya and Yellow papaw


Yellow 1B & 13Red RB1Red RB2Red RB4Red - Other

Key varieties There are over 10 varieties of fruit grown. These are split between two main catego-ries. Yellow-fleshed varieties are commonly described as papaw and constitute around 60 per cent of production, and red-fleshed varieties are known as papaya and represent the remaining 40 per cent of the industry. In the primary production area of northern Queensland, the established yellow hybrid varieties are Hybrid 1B and Hybrid 11B, and the red-fleshed Sunrise Solo, are the most popular papaya varieties grown.

Nutritional properties FolatePapaya is one of a handful of fruits that provides a good level of folate or Vitamin B9. Folate is needed to produce red blood cells, as well as components of the nervous system. Papain Papain is an enzyme present in papaya that has been reported for its ability to aid in digestion.

Markets: current and future All production is grown, almost exclusively, for the domestic fresh fruit market. Virtually all papaya is sold generically as Red or Yel-low and there is evidence that retailers are predominantly identifying the red varieties as ‘Papaya’ and yellow as ‘Papaw’. Independent retailers dominate sales and are estimated at 70 to 90 per cent of the total domestic mar-ket. It has been reported that less than 1 per cent of product is currently being sold direct to retail chains, although around 10 to 15 per cent would be ultimately sold through retail chain stores.

There is vitually no fresh export or import mar-ket. There has only been some opportunistic importation of fruit from Fiji occurring as a re-sult of an industry cyclone that affected North Queensland crops in recent years. There is minimal processing beyond cottage products. Most processed products containing papaya are imported.Almost half of consumers prefer to purchase pre-cut papaya, primarily due to preference for a smaller portion size, cost and a desire to see the quality and colour of the flesh.

14

Passionfruit

PassionfruitPassionfruit Industry Profile

PRODUCTION BY GROWING REGION (vines)Year 2009-10Far North Queensland 60,000Wide Bay 100,000South East Queensland 40,000Northern New South Wales 80,000Western Australia 15,000Northern Territory 2,000Victoria 2,000TOTAL 299,000


unknown unknown 9 11

No. of growers

unknown unknown 120 130

Main growing regionsPassionfruit production primarily occurs in Queensland which produces over 70 per cent of supply. The Wide Bay region is estimated to constitute 35 per cent of national production alone, with other Queensland production areas including far north Queensland (Mareeba, Daintree, Cooktown) and south east Queensland (Nambour and surrounds). Northern New South Wales (Tweed Valley) produces around 25 per cent of the national crop, but produc-tion is decreasing in this region. There is also limited production in Western Australia around Perth, and in the Northern Territory.

Industry potentialVolatile supply and pricing have been a barrier to the expansion of the Australian passionfruit market. The industry has how-ever, recently approved a marketing levy that will fund activities to build market share in line with production. New industry mar-keting plans will centre around improving information flow throughout the supply chain to improve presentation and to deliver on the taste promised to consumers. Activities include developing improved knowledge of the variation in seasonal supply and pricing to assist growers with marketing decision making and to assist market stabilisation. Plans also include educating consumers to overcome their lack of understanding of pas-sionfruit and to increase their confidence in

repeat purchases. There will also be provi-sion of retailer information and training on how to store and present passionfruit, and a review of export opportunities.The industry is also active in developing the genetic material to deliver on market strategies. Current projects include breed-ing new disease resistant varieties utilising mass screening techniques, breeding new rootstocks incorporating virus resistance and cold tolerance, and the development of a comprehensive program for assessing new varieties including field, internal and consum-er valuations. The industry has also released best practice production information to enable the delivery of products that meet consumer and industry requirements.


Passionfruit


Australian Passionfruit Industry Association (APIA)

Phone: +61 7 3351 8358Fax: +61 7 3851 0917

Email: [email protected]: www.australianpassionfruit.com.au

?

?

?


Misty Gem (purple hybrid)Sweetheart (purple hybrid)Pandora (Panama type)

Markets: current and futureAustralian passionfruit is predominantly consumed on the domestic market. Most passionfruit is marketed as fresh whole fruit. Around 15 per cent of fruit is processed into pulp and seeds. Whilst processed passionfruit is primarily imported, Australian passionfruit is known to be added to imported products for additional flavour. Australian hybrid varieties are known to have a greater depth of flavour. There is also demand for passionfruit seeds to be put into artificial pulp to add authenticity

to certain product lines. Processed products are primarily used in the food service indus-try.To date there has been limited export de-velopment due to a favourable domestic market. Some imports of fresh fruit from New Zealand occur when Australian sup-plies shorten, and communication between industry and market levels occurs regu-larly to minimise market interruption and maintain supply to the Australian market.

Key varieties In areas with subtropical climates, such as south-east Queensland and northern New South Wales, hybrids of the purple passion-fruit (Passiflora edulis) and the golden pas-sionfruit (Passiflora edulis f. flavicarpa) are preferred for commercial production. Variet-ies include Sweetheart, Misty Gem, Super-sweet 7, Supersweet 9, E-23, Lacey, Purple Gold and Barlow’s Special. In northern Queensland, P. edulis f. flavicar-pa selections such as Panama, Red Panama and Marsh are grown.

Nutritional properties AlkaloidsPassionfruit is reported as having somnifer-ous properties that can promote sleep, calm anxiety and address hyperactivity in children. PotassiumPassionfruits contain double the amount of potassium found in bananas. IronPassionfruit is has one of the highest concentrations of iron in all fruit.

16

Persimm

on

PersimmonPersimmon Industry Profile

MARKETSYear 2002-03 2004-05 2007-08 2009-10Domestic (tonnes) 2,026 2,674 2,322 1,940Export (tonnes) 400 350 300 240

Singapore 200 180 140 100Hong Kong 20 10 10 50

Malaysia 160 140 110 85Thailand 20 20 40 5

PRODUCTION BY GROWING REGION (trees)Year 2007-08South East Queensland 120,000Northern New South Wales 15,000Northern Victoria 30,000North Eastern South Australia 35,000South West Western Australia 12,000TOTAL 212,000


6.8 8.1 9.3 ?

No. of growers

280 265 250 250

Main growing regionsPersimmons are grown in most states of Australia, with major regions in south east Queen-sland, northern New South Wales, northern Victoria, north eastern South Australia and south west Western Australia. Over 50 per cent of fruit is grown in Queensland with pro-duction areas including the Sunshine Coast, the South Burnett, the Toowoomba Range, the Lockyer Valley the Childers/Bundaberg region and the Granite Belt.

Industry potentialWorld production of persimmon has been expanding at a relatively steady rate of around 6 per cent annually. Currently it is the fifth fastest developing fruit crop in the world. The majority of persimmon production and consumption is in Asia, however they can only satisfy their own persimmon demand be-tween October and January. The Australian persimmon industry is expanding steadily with significant new plantings planned over the next 5 years.

In addition to increasing production, recent research is advancing the opportunities for the Australian industry. A new post-harvest treatment using synthesised gas 1-MCP has been successfully trialled and increases the storability and shelf life of persimmons by up to three weeks. The treatment will improve the quality of the fruit on the shelf throughout the season, as well as potentially extend the season through to August. The new technique has the potential to reduce export costs by al-lowing sea freight instead of air freight.



Persimmon Australia Inc.Phone: (+61) 7 5483 3734

Fax: (+61) 7 5483 3524Email: [email protected]

Website: www.persimmonsaustralia.com.au

Persimmon

Differences in the shape and colour of the two types of persimmons


IzuJiroFuyu

Key varieties There are two types of persimmons. The non-astringent persimmon also known as the sweet persimmon is the main type of fruit grown. Varieties include Fuyu (nearly 80 per cent), Jiro, Izu and Suruga. Sweet persim-mons can be eaten when crisp and crunchy or when soft depending on consumer pref-erence. Astringent persimmons need to be harvested once fully mature and are only ready for eating when the flesh is soft. There is minimal commercial production of astrin-gent varieties.

Markets: current and futureThe major market for the Australian crop is the fresh domestic retail market, which is experiencing considerable growth as a broader base of consumers become aware of the attributes, uses and versatility of the product. Being a relatively new industry and product in Australia, investment is required in promotion. Recent promotional strategies have included public relations and in-store sampling as methods of introducing con-sumers to the usage of the fruit. Awareness of the fruit remains low with a recent survey indicating 67 per cent of consumers had never tried persimmons before. The major-ity of consumers who tried persimmons for

the first time reported that they liked the fruit. Almost 40 per cent of these consumers went on to purchase it. Approximately 20 per cent of the crop is cur-rently exported as fresh product to estab-lished export markets in Asia. Early season quality fruit commands a premium in ex-port markets. The main export markets are Singapore, Thailand, Malaysia and Hong Kong. Singapore is the largest importer of Australian persimmons, accounting for approximately 70 per cent of total exports. Gaining and main-taining market access continues to be a key priority for Australia’s persimmon industry.

Nutritional properties Antioxidants Frequent intake of persimmon has been as-sociated with lower indices of age-related oxidative stress. Zeaxanthin in particular is an important dietary carotenoid. It assists in the prevention of age related macular disease.

Cholesterol and alcohol metabolismConsumption of persimmon has shown protec-tive effects against a high-cholesterol diet by improving lipid metabolism. The fruit alsohas an unusual property in that it appears to alter and reduce the rate of alcohol absorption and metabolism in the human body.

18

Pineapple

PineapplePineapple Industry Profile

PRODUCTION BY GROWING REGION (number of plants, millions)Year 2006-07 2007-08 2008-09 2009-10Northern Queensland 11.25 11.25 11.25 11.40Central Queensland 7.70 7.70 7.70 7.70Bundaberg 5.50 5.00 5.00 6.00Mary Valley / Nambour 1.00 0.85 0.70 0.65Maryborough / Hervey Bay 6.50 6.00 5.80 5.50South East Queensland 15.50 15.50 15.50 15.50TOTAL 47.45 46.3 45.95 46.75

PRODUCTION SNAPSHOT Season 2006-07 2007-08 2008-09 2009-10Production (t) 94,900 92,600 91,900 85,000

Fresh (t) 34,900 30,600 23,900 41,000Processed (t) 60,000 62,000 68,000 44,000Value ($m) Farm gate

91 55 50 79

No. of growers

153 153 140 120

Industry potentialThe Australian pineapple industry is build-ing new value through increased fresh fruit plantings and further development of new va-rieties. Although pineapples are available all year round, quality has historically been less reliable in the winter months. New hybrid va-rieties are addressing these quality issues, in particular having higher sugar to acid ratios that deliver more consistent and acceptable eating experience to consumers.

Markets: current and futureThe market share of fresh pineapple is steadi-ly increasing as cheaper imported processed products enter the market in greater volume and Australian producers are increasing their production of fruit for the fresh market. With only 34 per cent of Australian households pur-chasing fresh pineapple in the last year, there is considerable scope for increased demand in the category.

Main growing regionsAustralian pineapples are produced in Queensland. The key pineapple production areas in Queensland include North Queensland, Yeppoon/Cawarral, Bundaberg, Maryborough/Hervey Bay, Mary Valley/Nambour, Glasshouse Mountains/Beerwah, Wamu-ran and Elimbah. It is estimated that 60 percent of pineapples produced for the fresh fruit market and for processing are grown in the Cooloola-Sunshine Coast region.



GrowcomPhone: +61 7 3620 3844

Fax: +61 7 3620 3880Website: www.growcom.com.au

Pineapple

ManganeseA cup of fresh pineapple can supply nearly all of the manganese the body needs for the day. Manganese, a trace mineral, is needed to build bone and connective tissues. It is also an essential cofactor in a number of enzymes important in energy production and antioxidant defenses.

Nutritional properties Bromelain Bromelain is a complex mixture of substances that can be extracted from the stem and core fruit of the pineapple. Bromelain has been shown to aid digestion and have anti-inflamma-tory properties. Research on specific bromelain protein molecules has also found anti-tumour activity under laboratory conditions, in addi-tion to potential for burn medication and meat tenderization.

Vitamin C Pineapples provide an ample supply of Vitamin C, the well known antioxidant that protects the body from free radical damage and boosts the immune system. B1 In addition to manganese, pineapple is a good source of thiamin, a B vitamin that acts as a cofactor in enzymatic reactions central to energy production.

A hybrid variety


Smooth Cayenne

Queen (Rough leaf)Golds (including MD2 and 7350)Aus Jubilee

Key varieties The fresh fruit market is split between Smooth Cayenne, Queen (rough leaf) and new hybrid varieties. Hybrid varieties include Mareeba Gold, Bethonga, Golden Circle Gold Winter-sweet, and Aus-Jubilee, and are marketed as sweeter premium pineapples. Hybrid variet-ies currently constitute 40 per cent of production, however further increased plantings are expected.

Smooth Cayenne Queen (rough leaf)

References1 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,2 metus ultricies eu. Sed non varius metus. Proin tortor ligula, lacinia eu dignissim sed, sollicitudin ut elit. 3 magna, commodo a sagittis sed, auctor in elit. Duis tincidunt nibh et sem molestie4 culis at sit amet dui. Integer sem nisi, consequat eu facilisis in, viverra id nibh. Suspendisse pharetra pellentesque nibh, sed interdum metus ultrici5 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,6 metus ultricies eu. Sed non varius metus. Proin tortor ligula, lacinia eu dignissim sed, sollicitudin ut elit. 7 magna, commodo a sagittis sed, auctor in elit. Duis tincidunt nibh et sem molestie8 culis at sit amet dui. Integer sem nisi, consequat eu facilisis in, viverra id nibh. Suspendisse pharetra pellentesque nibh, sed interdum metus ultrici9 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,10 metus ultricies eu. Sed non varius metus. Proin tortor ligula, lacinia eu dignissim sed, sollicitudin ut elit. 11 magna, commodo a sagittis sed, auctor in elit. Duis tincidunt nibh et sem molestie12 culis at sit amet dui. Integer sem nisi, consequat eu facilisis in, viverra id nibh. Suspendisse pharetra pellentesque nibh, sed interdum metus ultrici13 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,14 metus ultricies eu. Sed non varius metus. Proin tortor ligula, lacinia eu dignissim sed, sollicitudin ut elit. 15 magna, commodo a sagittis sed, auctor in elit. Duis tincidunt nibh et sem molestie16 culis at sit amet dui. Integer sem nisi, consequat eu facilisis in, viverra id nibh. Suspendisse pharetra pellentesque nibh, sed interdum metus ultrici17 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,18 metus ultricies eu. Sed non varius metus. Proin tortor ligula, lacinia eu dignissim sed, sollicitudin ut elit. 19 magna, commodo a sagittis sed, auctor in elit. Duis tincidunt nibh et sem molestie20 culis at sit amet dui. Integer sem nisi, consequat eu facilisis in, viverra id nibh. Suspendisse pharetra pellentesque nibh, sed interdum metus ultrici21 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,22 metus ultricies eu. Sed non varius metus. Proin tortor ligula, lacinia eu dignissim sed, sollicitudin ut elit. 23 magna, commodo a sagittis sed, auctor in elit. Duis tincidunt nibh et sem molestie24 culis at sit amet dui. Integer sem nisi, consequat eu facilisis in, viverra id nibh. Suspendisse pharetra pellentesque nibh, sed interdum metus ultrici25 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,22 metus ultricies eu. Sed non varius metus. Proin tortor ligula, lacinia eu dignissim sed, sollicitudin ut elit. 23 magna, commodo a sagittis sed, auctor in elit. Duis tincidunt nibh et sem molestie24 culis at sit amet dui. Integer sem nisi, consequat eu facilisis in, viverra id nibh. Suspendisse pharetra pellentesque nibh, sed interdum metus ultrici25 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,26 metus ultricies eu. Sed non varius metus. Proin tortor ligula, lacinia eu dignissim sed, sollicitudin ut elit. 27 magna, commodo a sagittis sed, auctor in elit. Duis tincidunt nibh et sem molestie28 culis at sit amet dui. Integer sem nisi, consequat eu facilisis in, viverra id nibh. Suspendisse pharetra pellentesque nibh, sed interdum metus ultrici29 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,30 metus ultricies eu. Sed non varius metus. Proin tortor ligula, lacinia eu dignissim sed, sollicitudin ut elit. 31 magna, commodo a sagittis sed, auctor in elit. Duis tincidunt nibh et sem molestie32 culis at sit amet dui. Integer sem nisi, consequat eu facilisis in, viverra id nibh. Suspendisse pharetra pellentesque nibh, sed interdum metus ultrici33 blandit. Mauris non nunc egestas augue vestibulum sagittis sit amet id elit. Nunc at purus sit amet risus molestie mattis. In tortor magna, commodo a sagittis sed,

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