michael daysh - australian mangoes in the us
TRANSCRIPT
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Experiences Accompanying First Australian Mango Shipment to the US
Michael Daysh, Market Development Officer, NT DPI&F
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United States – market
• 319 m people
• >350,000 tonnes / year and growing, mainly from Mexico
• Consumers looking for flavour and ripe / ready to eat
• Retailers want mangoes that are ripe & ready to sell
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United States – market access
• Opened in Jan 2015 for Australian mangoes after 16 years of work
• Two initial shipments, total ≈ 5 tonnes, were made in Feb 2015
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United States – grower requirements
• Register blocks and packing shed
• Use endorsed pest scout to monitor US pests of concern and record in approved format
• Pesticide use compliant with US MRLs
• Comply with Operational Work Plan
• Use USDA approved pest secure packaging
• Register with US FDA for prior notice of food importation
• GlobalGAP
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US pathway – pest secure package
• USDA approved
• Mesh over vent holes ( ≤ 0.6 x 0.6mm or ≤ 0.8 mm on the hypotenuse)
• Mod 12, 5 kg carton
• 11 and 13 counts
• Comply with US FDA labelling requirements
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US pathway - inspection
• Inspection in Brisbane prior to treatment
• Inspect > 150 fruit per lot (block)
• Cut >30 fruit per lot through the seed
• ≈ nil tolerance for live insects
• Hitchhiker pests intercepted at both inspections
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US pathway - treatment
• Irradiation treatment
• Takes about an hour
• >300 Gy min dose for fruit flies and MSW
• Both shipments treated >400 Gy for hitchhiker pests
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US pathway - airfreight
• 13 hours BNE - LAX
• Total time about 24 hours
• Air freight (incl docs and handling) about $13.50 / tray equivalent
• 4.5 tonnes on the airline pallet
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US pathway – US CPB inspection
• Check paperwork for compliance
• Check package for compliance
• Inspect fruit for insects and other pests
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US pathway – cleared!
• First ever Australian mangoes in the US
• Calypso from Bundaberg
• At importer’s DC for unloading
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US importer’s DC, LAX
• Airline ULD unloaded, fruit palletised and into cool room
• 24 x 7, fruit and vegetables from all over the world
• Quality checked
• Transported by truck to customer in Texas
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US - sales and marketing
• Importers sent samples to produce buyers at their key retail and food service customers throughout the US
• Importers also undertook social media campaigns + word of mouth in the Los Angles area
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US - sales and marketing• Highly competitive market
place
• Sales effort; ‘romancing’ the fruit with stories about the fruit is vital for market success
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US fruit sticker - example
• Prepared by the importer of shipment #2
• Has all the required consumer information
• Different interpretations of US FDA irradiation labelling requirements
• Different PLUs
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US retailer - DC
• San Antonio, TX, Tuesday, 5 days after landing
• HEB chain, 300 stores, only in Texas
• Sold in their nine high end Central Market stores in Dallas, Houston, Austin and San Antonio
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US supermarket
• Wednesday, 6 days after landing
• Central Market store, Dallas, $3.99 / each
• Competition (Peru) selling for $1.98 / each
• Fruit was ripe, very attractive and sold quickly
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US pathway – fruit quality
• Initial shipments – retail quality was very good, customers happy
• Relationship between harvesting handling x stage of ripeness x treatment = retail appearance
• It will be important to understand that relationship
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US market – 2nd shipment
• Keitt from Mareeba
• Distributed to supermarkets in Texas, Arizona, Missouri and New York
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Lessons and messages
• Compliance essential
• Customers want near ripe & ready to eat fruit
• Harvesting handling & stage of ripeness may be critical to retail quality
• Need to consistently deliver on the promise
• ‘Australian-ness’ resonates
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THANK YOU