THE peak industry body for Australian melons is set to target increasing access to emerging markets in south-east Asia in a five-year effort to grow export shares.
Melons Australia’s strategy aims to grow shares from 8 to 20 per cent, and executive officer Johnathon Davey said the industry was in a post-pandemic recovery phase, and poised to seize new opportunities in emerging markets in South Korea, Vietnam and India.
The melon industry reportedly produced 165,000 tonnes last year, compared to approximately 200,000 tonnes pre-Covid.
“Our top three export markets are Japan, Singapore and New Zealand,” he said.
“We’ve worked collaboratively with Japanese buyers, who demand consistency and quality of product, to grow that market from some 498 tonnes in 2017-18 to 4690 tonnes in 2021 and there is potential to grow it further.
“South Korea presents a strong opportunity for development as South Koreans are large consumers of melons. Vietnam is a melon producer in its own right but also a significant importer with a growing melon-consumer base.
“In India, we’re seeing the rise of the middle class and growth of the upper class driving a focus on beneficial diets and increasing life expectancy through eating fresh produce.
“In India, promotional channels and access to fresh produce, with Amazon offering speedy direct-to-consumer fresh produce deliveries is providing creative opportunities for exporters.”
According to Mr Davey, proximity to Asian markets, a competitive Australian dollar and the ability to leverage off Australia’s reputation for quality, fresh produce were all key export advantages for the melon industry.
The industry’s Strategic Investment Plan 2022-2026, developed in conjunction with Hort Innovation, provides a roadmap to support the profitability and sustainability of the melon industry.
“Additionally, under Melons Australia’s Strategic Plan, we are committed to growing our membership, returning productivity to pre-Covid levels (and exceeding them), developing our export markets and building consumer confidence,” Mr Davey said.
“We are happy to discuss membership with anyone in the industry and are also committed to expanding into export opportunities.
“Our work is now about giving growers the confidence to plant full crops. The workforce is returning but the confidence to plant full crops and look towards growth, is not back yet.
“The number of melon varieties available and the amount of research and development going on to meet consumer demand is phenomenal. Improving melon quality and consistency is key to the growth of our industry.”
The Australian melon industry is valued at approximately $172m annually, with about 140 growers across the country producing watermelons, rockmelon, honeydew and other specialty varieties over some 8500 hectares.
Mr Davey said the return this year to El Niño weather pattern – which melon production is better suited to – would buoy optimism for industry recovery, with the confidence to exceed 200,000 tonnes in the next five years of production.
