With its whole-of-industry approach to promoting Australian fruit across a range of Asian markets including Thailand, Vietnam and the Philippines, the retail promotion recently brought Australia’s fresh produce to local supermarket chains.

Ambassador Amanda Gorely welcomed the high-level Australian horticulture delegation composed of industry representatives at the New World Hotel Makati on 22 April 2016. “Recognising the Philippine market potential and the growing demand for imported seasonal fruits, the ‘Now in Season Australia’ campaign aims to promote Australian fruits as they become available in the market. Now on its third year, the campaign has helped profile Australian fruits among Filipino consumers while making Australian fruits available around the Philippines.”

The delegation was headed by Brendan Larkin and Jessica Beard from the Victorian State Government (Australia), Olivia Tait from Apple and Pear Australia (APAL), Jeffrey Scott from the Australian Table Grape Association (ATGA), Michael Coote from AusVeg, Tom Eastlake from Cherry Growers Australia (CGA), Judith Damiani from Citrus Australia, Sam Lawrence from Horticulture Innovation Australia (HIA), and John Moore from Summerfruit Australia. Local fruit importers and major retailers also attended the event.

According to Senior Trade Commissioner, Anthony Weymouth, two factors have led to increased availability of Australian fruit in the country. “The ASEAN Australia New Zealand Free Trade Agreements (AANZFTA) has made it possible for temperate fruits from Australia, such as grapes, oranges, stone fruits, cherries, apples and pears to enter the Philippines tariff-free (0%). Also, the improvement of cold treatment protocols, which have been approved by the Philippines’ Bureau of Plant Industry, reduces the transit time for Australian fruits, ensuring better quality once they reach the country.”

‘Now in Season Australia’ brings Australian stone fruit and table grapes closer to Filipinos who can find them in key groceries and supermarkets until May. Shoppers and their families can enjoy the sweet, safe and healthy freshness through sampling activities every weekend in Metro Manila branches of S&R, SM Supermarket, SM Hypermarket, Robinsons Supermarket, Rustan’s Fresh, Rustan’s Supermarket, Rustan’s Marketplace and Shopwise.

Source: MANILA PUBLIC DIPLOMACY/RJB/JEG/PIA-NCR