product profile - pumpkins to japan · average annual export price received the average annual...

1 These profiles have been developed as part of the Queensland Government’s

High Value Horticultural Value Chains project, funded by the Australian Government under the Murray Darling Basin Regional Economic Diversification

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PRODUCT PROFILE Pumpkins to Japan

September 2016

Bronwyn Warfield and Shiva Muraleedaran

Department of Agriculture and Fisheries, Queensland

Daiji Takashima and Nami Nagao

Trade and Investment Queensland, Tokyo Office



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Contents WORLD OVERVIEW ...................................................................................................................... 3

Production ........................................................................................................................................... 3

Imports ................................................................................................................................................ 3

Exports ................................................................................................................................................ 4

AUSTRALIAN INDUSTRY ............................................................................................................... 5

Production ........................................................................................................................................... 5

Supply season - Queensland ............................................................................................................... 6

Australian Exports: .............................................................................................................................. 6

Value and Quantity ......................................................................................................................... 6

Average Annual Export Price Received ........................................................................................... 7

Top Export Destinations .................................................................................................................. 7

Queensland Exports: ........................................................................................................................... 8

Value and Quantity ......................................................................................................................... 8

Average Annual Export Price Received ........................................................................................... 9

Top Export Destinations ................................................................................................................ 10

JAPANESE MARKET OVERVIEW ................................................................................................... 11

Market Access ................................................................................................................................... 11

Import Tariffs .................................................................................................................................... 11

Market Size and Growth ................................................................................................................... 12

Production ..................................................................................................................................... 12

Imports .......................................................................................................................................... 12

Average Annual Import Price ............................................................................................................ 13

Seasonality ........................................................................................................................................ 14

Competitor Analysis .......................................................................................................................... 14

Export Supply Chain .......................................................................................................................... 17

RETAIL PHOTOS ......................................................................................................................... 19

PUMPKIN VARIETIES IN JAPAN – DOMESTIC AND IMPORTED ...................................................... 21

REFERENCES .............................................................................................................................. 23

Sources Used: ................................................................................................................................ 23

Data Used: ..................................................................................................................................... 23



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WORLD OVERVIEW

Production Figure 1: Top Producers of Pumpkin in the World 2013

In 2013 the number one producer of Pumpkin was China which produced 7,100,000 tonnes of

pumpkin. Other leading producers were India, Russia, Iran and the United States of America.

Source: Faostat 2013

Imports In 2013 the number one importer of pumpkin was the United States of America which held 29% of

all pumpkins imported. Other main importers of pumpkin were France, Japan, The United Kingdom

and Germany each with 12%, 9% 8% and 7% of pumpkins imported around the world.

Figure 2: Top Importers of Pumpkin in the World 2013


7100

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Exports In 2013 the number one exporter of pumpkin was Mexico with 32% of total pumpkins exported

globally. Other main importers were Spain, New Zealand, Morrocco and the United States of

America with 26%, 7% 5% and 4% respectfully.

Figure 3: Top Exporters of Pumpkin in the World 2013


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AUSTRALIAN INDUSTRY

Production In 2013-2014, Australia produced 118,495 tonnes of pumpkin from a total production area 6,257

hectares. Since 2010-11, the production of pumpkin has increased by 15% whilst the number of

businesses has decreased by 21%. Furthermore, the yield of pumpkin has increased from 15 to 19

tonnes per hectare between 2010-2011 and 2013-2014.

According to Fresh Logic in 2015 117,994 tonnes of pumpkin was produced valued at $58 million. Of

this 50% of pumpkins produced are of the Kent variety, 31% were Butternut and 17% were

Queensland blue.

Table 1: Total Australian Production of pumpkins by area, production and yield, 2008-09 to 2013-

Year 2008-2009 2010-2011 2013-2014

Production (t) 103,729 102,934 118,495

Total area (ha) 5,771 6,986 6,257

Yield t/ha) 18 15 19

No. businesses 1,079 1,058 833 Source: Australian Bureau of Statistics, Agricultural Commodities, Australia 2008-09 to 2013-14

Queensland is the largest pumpkin producer producing 46,719 tonnes in 2013-2014 and accounting

for 39% of Australia’s total quantity of production. New South Wales and Western Australia made up

30% and 16% respectively, followed by South Australia with 8% of total production while Northern

Territory had 4%, Victoria made up 1% and Tasmania had less than 1%.

Table 2: Total Australian fresh or pumpkins by area, production and yield, 2013-2014 by state

Source: Australian Bureau of Statistics, Agricultural Commodities, Australia 2008-09 to 2013-14

State NSW VIC QLD SA WA NT TAS Total

Production (t) 35,764 1,626 46,719 9,759 18,774 4,920 932 118,495

Total Area (ha) 1,699 162 2,669 347 1,114 225 41 6,257

Yield (t/ha) 21 10 18 28 17 22 23 19

No. businesses 258 52 341 44 109 9 19 833



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Figure 4: Pumpkin production by state 2013-2014

Source: Australian Bureau of Statistics unpublished foreign trade data.

Supply season - Queensland The highlighted months are the periods in which Queensland produces pumpkins. The key

production period for Queensland is from April through to August however pumpkins are produced

at lower concentrations throughout the year.

Table 3: Fresh Pumpkins Seasonality by State 2015

Source: Freshlogic 2014/15 Australian Horticulture Statistics Handbook Fruit 2014/15, Horticulture Innovation Australia.

Australian Exports:

Value and Quantity

Australian exports of fresh or chilled pumpkin in 2015, were valued at approximately $3 million AUD

with a total exported quantity of 1,884 tonnes. In the 2012-2015 period, total value grew by 17.21%

in cumulative annual growth rate (CAGR) while quantity increased by 11.67% CAGR. It is worth

noting there is no data available from 2009. Additionally please note that total value represents the

Australian dollar value of the goods at the port of loading.

TAS932

VIC1,626

NT4,920

SA9,759

WA18,774

NSW35,764

QLD46,719

0

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2013/2014

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Figure 5: Total Australian exports of Fresh or chilled pumpkins, squash and gourds (Cucurbita spp.)

2009-2015 (HS: 07099300)


Average Annual Export Price Received

The average annual export price received (AUD/kg) rose from $1.39 AUD/kg in 2012 to $1.60

AUD/kg in 2015. Over the 2012-2015 period, the price reached its lowest in 2014 at $1.04 AUD/kg.

Figure 6: 2009-2015 Average annual export price received for fresh or chilled pumpkins, squash

and gourds (Cucurbita spp.) (HS: 07099300)


Top Export Destinations

The main export destination for Australian pumpkins was Singapore, which accounted for 73% of the

market share in terms of quantity, with other major destinations including United Arab Emirates,

Indonesia and Malysia. Australia was only granted market access for pumpkins to Japan recently and

therefore there are no recorded export to this market.

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Table 4: Top 5 Australian export destinations for fresh or chilled pumpkins, squash and gourds

(Cucurbita spp.) 2015 (HS: 07099300)

Rank Destination Tonnes $AUD 1 Singapore 1,380 1,995,118

2 United Arab Emirates 181 378,041

3 Hong Kong (SAR of China) 90 148,880

4 Malaysia 85 204,595

5 Indonesia 67 151,533

All Destinations (total) 1,883

3,022,097 Source: Australian Bureau of Statistics unpublished foreign trade data.

Figure 7: Australian fresh or chilled pumpkins, squash and gourds (cucubrita spp.), exports by

export destination 2015 (Quantity)


Queensland Exports:

Value and Quantity

Queensland exports of fresh or chilled pumpkin in 2015, were valued at approximately $1.87 million

AUD with a total exported quantity of 1,159 tonnes. In the 2012-2015 period, total value grew by

10.40% in cumulative annual growth rate (CAGR) while quantity increased by 3.40% CAGR.

Additionally please note that total value represents the Australian dollar value of the goods at the

port of loading.

Singapore73%

United Arab Emirates10%

Hong Kong (SAR of China)

5%

Malaysia4%

Indonesia4%

Papua New

Guinea2%

Brunei Darussalam1%

Qatar1%

Bahrain0%

Saudi Arabia

0%



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Figure 8: Total Queensland exports of Fresh or chilled pumpkins, squash and gourds (Cucurbita

spp.) 2009-2015 (HS: 07099300)


Average Annual Export Price Received

The average annual export price received (AUD/kg) in Queensland rose from $1.33 AUD/kg in 2012

to $1.62 AUD/kg in 2015. Over the 2012-2015 period, the price reached its lowest in 2014 at $0.98

AUD/kg.

Figure 9: 2009-2015 Average annual export price received for Queensland Fresh or chilled

pumpkins, squash and gourds (Cucurbita spp.) (HS: 07099300)


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Top Export Destinations

The main export destination for Queensland pumpkins was Singapore, which accounted for 76% of

the market share in terms of quantity, with other major destinations including United Arab Emirates,

Indonesia and Malysia. Australia was only granted market access for pumpkins to Japan recently and

therefore there are no recorded export to this market.

Table 5: Top 5 Queensland export destinations for fresh or chilled pumpkins, squash and gourds

(Cucurbita spp.) 2015 (HS: 07099300)

Rank Destination Tonnes $AUD 1 Singapore 876.15 1,254,156

2 United Arab Emirates 167.28 345,146

3 Indonesia 37.13 98,756

4 Malaysia 35.41 89,605

5 Papua New Guinea 29.76 46,471

All Destinations (total) 1,158.74 1,874,336 Source: Australian Bureau of Statistics unpublished foreign trade data.

Figure 10: Australian Fresh or chilled pumpkins, squash and gourds (cucubrita spp.), exports by

export destination 2015 for Queensland (Quantity)

Singapore76%

United Arab Emirates

14%

Indonesia3%

Malaysia3%

Papua New Guinea3%

Hong Kong

(SAR of China)

1%

Qatar0%

other0%



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JAPANESE MARKET OVERVIEW

Market Access The following outlines the relevant information regarding market access for pumpkins in Japan.

NPPO Details: Ministry of Agriculture, Forestry & Fisheries (MAFF)

Relevant Web Addresses: www.maff.go.jp www.pps.go.jp

Documentation

Document Type Required?

Import Permit No

Phytosanitary Certificate Yes

Additional Declaration/Endorsement No

General Requirements

Consignments are to be free from pests, soil, weed seeds and extraneous material.

References:

NPPO Regulations, MICOR 2016

URL: http://micor.agriculture.gov.au/Plants/Pages/Japan_JP/Japan_JP.aspx

Import Tariffs Following the Japan-Australia Economic Partnership Agreement (JAEPA), the tariff rates for pumpkin

have decreased substantially, and will continue to decline over the coming years. For pumpkin,

squash and gourds going to Japan from Australia, the current tariff rate is at 0%.

Table 6: Tariff Information: Fresh or chilled pumpkins, squash and gourds (cucubrita spp.) Date Tariff

Base Rate before FTA 3%

15 January, 2015 0%

1 April, 2015 0%

1 April, 2016 Onwards 0% Source: Free Trade Agreement Portal, 2016

http://www.maff.go.jp/

http://www.pps.go.jp/

http://micor.agriculture.gov.au/Plants/Pages/Japan_JP/Japan_JP.aspx



Program

Market Size and Growth

Production

In 2013 Japan produced 211,800 tonnes of pumpkins. The main production area is Hokkaido

prefecture with 58% share followed by Kagoshima 6% and Ibaraki with 4%.

Figure 11: Pumpkin production in Japan 2009-2013

Source: Yasainavi, Pumpkin 2016 http://www.yasainavi.com/zukan/pumpkin.htm

Imports

In 2015, Japan imported a total of 106,862 tonnes of pumpkin, squash and gourds valued at

approximately $111,458,000 AUD. Total value is currently at its highest however total quantity is

currently slightly below its highest point in 2012. Please note import data was obtained from

Trademap instead of Japan Customs as there was no code for pumpkins in the latter data set.

214,100 220,500209,200

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http://www.yasainavi.com/zukan/pumpkin.htm



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Figure 12: Japanese Imports of Fresh or chilled pumpkins, squash and gourds 2012-2015

Source: Trademap :Trade Statistics – subscription based 2012 to 2015

Average Annual Import Price The average annual import price (AUD/kg) paid by japan for pumpkin, squash and gourd is currently

at its highest at $1.04 AUD/kg, however there hasn’t been much variation in the average annual

import price. It is important to note that the AUD values are in Cost Insurance Freight (CIF) base.

Figure 13: Average annual import price (AUD/kg) paid for fresh or chilled pumpkins, squash and

gourds 2012-2015


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Seasonality Japan imports pumpkins, squash and gourds 12 months of the year with the majority of imports

occurring during the first 6 months of the year, with a four year average peak in March at 20,106

tonnes. From July to December imported quantities increased from an average of 1,012 to 13,836

tonnes. Imports tend to increase from December onwards as reflected in Figure 7.

Figure 14: Japanese Monthly Imports of Fresh or chilled pumpkins, squash and gourds 2012-2015


Competitor Analysis Over the 2012-2015 period New Zealand and Mexico were consistently two of the key suppliers of

pumpkins to Japan. In 2015 New Zealand and Mexico made up 52% and 41% of total market share

respectively in terms of quantity. In the past four years Australia has not supplied Japan with

pumpkins, squash and gourd.

Table 7: Total value, quantity and market share of Japan’s fresh or chilled pumpkins, squash and

gourds 2012-2015

Quantity (tonnes) Value (AUD) $AUD/kg

Total: 2012 125,024 103,080,000 0.82

New Zealand 65,182 46,542,000 0.71

Mexico 54,549 51,880,000 0.95

New Caledonia 2,560 2,197,000 0.86

Korea, Republic of 1,188 1,232,000 1.04

Tonga 1,126 937,000 0.83

United States of America 98 152,000 1.55

Total: 2013 105,312 87,781,000 0.83

New Zealand 53,061 37,063,000 0.70

Mexico 47,383 46,736,000 0.99

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New Caledonia 2,463 1,832,000 0.74

Korea, Republic of 942 957,000 1.02

Tonga 1,242 1,037,000 0.83


Total: 2014 98,762 94,187,000 0.95

New Zealand 52,994 42,196,000 0.80

Mexico 41,808 48,136,000 1.15

New Caledonia 1,911 1,465,000 0.77


Tonga 694 707,000 1.02


Total: 2015 106,862 111,458,000 1.04

New Zealand 55,805 47,028,000 0.84

Mexico 44,144 57,250,000 1.30

New Caledonia 3,258 2,682,000 0.82


Tonga 1,675 1,938,000 1.16



Figure 15: Market share (quantity) of imports of fresh or chilled pumpkins, squash and gourds into

Japan 2015


52%41%

3%

2%2% 0%

New Zealand

Mexico

New Caledonia

Korea, Republic of

Tonga

United States of America



Program

In 2015, New Zealand’s pumpkin supply to Japan was concentrated in the first six months of the year

with a peak of $18,833,000 AUD and 22,783 tonnes. Mexico’s supply was more dispersed with the

main peak occurring in December with 12, 984 tonnes valued at 16,822,00 AUD. January and May

also recorded significant peaks however like New Zealand from July through to October no pumpkins

were supplied to Japan.

Figure 16: Japanese Monthly Imports of Fresh or chilled pumpkins, squash and gourds into Japan

from New Zealand 2015


Figure 17: Japanese Monthly Imports of Fresh or chilled pumpkins, squash and gourds into Japan

from Mexico 2015


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Export Supply Chain

Production According to ABS Australia’s pumpkin production in 2013-2014, was 118,495 tonnes produced from 6,257 hectares with an average yield of 19 tonnes per hectare. Queensland accounting for 39% of Australia’s production, followed by New South Wales and Western Australia with 30% and 16% respectively. Pumpkin is predominately grown in Queensland from December to July. The key varieties grown in Queensland are Kent, Butternut and Jarrahdale. From planting to harvest the average production time is 90 days. Most growers use direct seeding.

Harvest/Packing Australian pumpkins are hand harvested and packed into cardboard cartons or bulk bins depending on customer requirements. The bins are transferred to a packing facility where they are either held at ambient temperature or refrigerated and held at 12.5 degrees Celsius (Versteeg, pers comm, September 2016).

Quarantine in Australia Prior to export from Australia, the Japanese Ministry of Agriculture, Forestry and Fisheries (MAFF) requires a phytosanitary certificate, issued by the Department of Agriculture of Agriculture Water Resources (DoAWR), for each consignment (Department of Agriculture, 2014). Authorised Officers either from DoAWR or industry inspect a representative sample of either 2 percent of the shipment or 600 pieces for pests prior to the container being shipped from Australia.

Logistics Containers used for sea freight of pumpkin must be refrigerated. Two size containers with refrigeration, or reefers, are available from Australia; a 20ft standard reefer, or a 40ft reefer (Maersk Group, 2014). The containers are loaded at the farm and transported to Brisbane. The recommended set points of a reefer with advanced fresh air management are temperature (12.5 degrees Celsius). Various shipping routes operate from Australian to Japan. Most shipping lines have a one day cut off period where a container needs to be at the port before being loaded onto a ship. Shipping times vary from 10 to 33 days from Australia, depending on whether it is a direct or indirect route.



Program

Most common direct routes to Japan are from Australian east coast ports of Brisbane, Sydney and Melbourne. Connections can come from Fremantle to Melbourne, alternatively Fremantle to Japan routes may be investigated that transmit via Singapore, Hong Kong or other Asian ports. Shipping time to Yokohama port in Japan is 10-11 days from Brisbane, 10-14 days from Sydney, 16-17 days from Melbourne and 21-23 days from Fremantle (transhipped via Singapore). It is then shipped to Japan.

Quarantine in Japan On arrival in Japan, Australian pumpkins will be subject to quarantine inspection and a chemical residue test. These are performed by the MAFF, and the Ministry of Health, Labour and Welfare (MHLW). A positive identification of a quarantine pest will require return shipping or enforced fumigation of pumpkins by methyl bromide. Depending on the frequency of fumigations, this is normally paid by the importer. The cost varies between (800 AUD and 1,334 AUD).

Storage, re-packing Pumpkins are transported to the warehouse of the importer where it is stored.

Distribution to Retailers and Wholesalers Imported and local pumpkins are sold in supermarkets in 100 gm sizes or sliced or in segments. No whole pumpkins were seen in stores. Most of the packing and cutting is done at the store level. Imported pumpkin is sent to the wholesale markets including Tokyo Seika Wholesale Fruit and Vegetable market and Ota Markets. During a visit in June 2016 only Mexican and local pumpkin were in retail stores.



Program

RETAIL PHOTOS

Attributes Specifications

Store Tokyu Store

Price:

68 yen (73 yen including tax) 0.75AUD per 100gm

Origin: Mexico


Store Tokyu Store

Price: 45 yen (49 yen including tax) 0.59AUD per 100gm

Origin: Mexico



Program


Store Tokyu Store

Price:

58 yen (63 yen including tax) 0.75AUD

Origin: Japan (Ibaraki Prefecture)



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PUMPKIN VARIETIES IN JAPAN – DOMESTIC AND IMPORTED

Some Varieties of Pumpkin Available in Japan (Domestic and Imported)

Common Name Scientific Name Image

Ajihei Unknown

Utsugiyakagawaamaguri Unknown

Spaghetti Squash CUCURBITA pepo 'Tivoli'



Program

Shishigatani Unknown

Butternut Squash Cucurbita moschata

https://en.wikipedia.org/wiki/Cucurbita_moschata



Program

REFERENCES

Sources Used:

Free Trade Agreement Portal 2016, Sweet Corn Tariffs: Export from Australia to Japan. URL: https://ftaportal.dfat.gov.au/keyword?expanded=0709&option=jpn-export&search=070999100 Department of Agriculture 2014, Australian food statistics 2012–13. CC BY 3.0. MICOR 2016, Manual of Importing Country Requirements: Japan, Vegetables. URL:


Qualipac 2014, Pumpkins. URL: http://qualipac.com.au/produce/pumpkins/

Versteeg, Kees. (Personal communication), Sales and Marketing Manager, Qualipac.

Data Used:

Australian Bureau of Statistics 2014, 7121.0 Agricultural Commodities, Australia, 2007-2012 Australian Bureau of Statistics 2015, Agricultural Commodities, Australia, 2013-14 Australian Bureau of Statistics 2016, ABS 5368.0 International Merchandise Exports, Australia –unpublished data. Trademap (2016) “Trade Statistics – subscription based 2009 to 2015”

MAFF 2015, the 89th Statistical Yearbook of Ministry of Agriculture, Forestry and Fisheries (2013-

2014): IV. Crops. URL: http://www.maff.go.jp/e/tokei/kikaku/nenji_e/89nenji/index.html

Yasainavi, pumpkin 2014, URL: http://www.yasainavi.com/zukan/pumpkin.htm

Faostat 2013, Production, Crops URL: http://faostat3.fao.org/download/Q/QC/E

Freshlogic 2014/15 Australian Horticulture Statistics Handbook Fruit 2014/15, Horticulture

Innovation Australia.

https://ftaportal.dfat.gov.au/keyword?expanded=0709&option=jpn-export&search=070999100

https://ftaportal.dfat.gov.au/keyword?expanded=0709&option=jpn-export&search=070999100


http://qualipac.com.au/produce/pumpkins/

http://www.maff.go.jp/e/tokei/kikaku/nenji_e/89nenji/index.html

http://www.yasainavi.com/zukan/pumpkin.htm

http://faostat3.fao.org/download/Q/QC/E

product profile - pumpkins to japan · average annual export price received the average annual...

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