Issue link: http://read.dmtmag.com/i/53575
Australia The big news in the Australian market was gaining access for Northwest cherries to Western Australia on July 8, in time for the Northwest cherry season, said John Baker, who's been the representative for the last ten years. Baker sees strong opportunities for growth in Australia. A record number of Northwest cherries were exported last year—332,500 boxes—and there is good support from the retail trade for Northwest cherries. "The trade is excited about Northwest cherries, and they get it right at the retail level with visual displays and front entrance locations. They know red cher- ries and are learning about Rainiers." He sees market potential for Rainiers with the large number of Asians living in Australia and believes that fruit quality will improve with elimination of fumigation once a sys- tems approach is approved for Tasmania. Japan The importance of Japan as an export market has declined in the last seven years as Northwest cherry exports dwin- dled from a high of nearly 585,000 boxes in 2005 to around 300,000 in 2010 and just 266,000 last year. But Scott Hitchman, Japanese representative for 15 years, believes things are changing. Japan has rebounded from the nuclear and natural disasters of last spring. "Japan is not the same market as it Apples Galas Brookfield® Gala Buckeye® Gala Pacific® Gala Ultima™ Gala Fujis Autumn Rose® Fuji Banning Red Fuji Morning Mist™ Fuji Other Varieties Acey Mac ® Blondee® Chrisolyn® Jonathan Gibson Golden Delicious Granny Smith Honeycrisp Mariri Red™ Braeburn Midnight® Red Spur Morren's®Jonagored Supra™ Your source for quality, proven and popular tree varieties! Your source for quality, proven Call us today for a complete and updated inventory. Pears Bartlett Columbia Red D'Anjou Comice Concorde® D'Anjou Forelle Golden Russet® Bosc Hailey Red™ Bartlett Noble Russet® Bosc Red Clapp Prunes & Plums Early Italian Late Italian President Santa Rosa Shiro Stanley Apricots Goldbar™ Goldstrike™ Perfection Rival Tomcot™ Radiant Red Spur Rubinstar® Jonagold RubyMac® SnowSweet® Zestar!® Pollinators Crimson Gold Indian Summer Manchurian Crab Snowdrift Crab Nectarines Flavortop Independence Red Gold Cherries Attika® Bing Black Republican BlackPearl® BurgundyPearl® Chelan™ Early Robin® EbonyPearl® Gold Cherry Index™ Kiona™ Lapins Rainier Regina™ Sam Sandra Rose™ Santina™ Schneider Spate Skeena™ Sonata™ Sweetheart Tieton® Van Sour Cherry Montmorency Peaches Blushingstar® Coralstar® Cresthaven Early Elberta Early Redhaven Red Globe Redhaven Redstar® Risingstar® Starfire® once was," Hitchman said, noting that in the past, fruit importers would not import Northwest cherries after July 10. "But now, retailers recognize the category contribu- tion of cherries, and in 2011, cherries were marketed clear to September 11." He sees potential for later cherries, and with ade- quate crop, believes Japan will become a four-month market. United Kingdom George Smith has represented North- west cherries for two decades. Northwest cherries are in demand but face stiff com- petition from other stone fruits, he said, adding that U.K. cherry production is on the rise as growers replace plums with cherries and plant varieties like Attika, Kordia, Regina, and Sweetheart. The East Malling research station has put emphasis on U.K. cherry production in recent years. Cherry production in Europe is on the decline, and Turkey, after 15 years of cherry production growth, exported fewer cherries in the last few years. Small Turkish cherry growers have had quality control problems, heat stress has reduced cherry quality, and important transportation routes through Syria have been closed. Southeast Asia Northwest cherry exports to the three Southeast Asian countries of Singapore, Malaysia, and Thailand have more than doubled in the last four years, said Phornthip Poolprasert. Combined cherry exports in 2008 were nearly 75,000 boxes, climbing to more than 183,000 boxes in 2011. Growth opportunities exist, especially in Malaysia and Thailand, though Singapore is important because it is a gateway to other Southeast Asian countries, she said, noting that con- sumers have a positive perception of U.S. products. Mexico and Brazil Mexico, with its close proximity, repre- sents great opportunity, said Juan Carlos Moreira. "There's huge potential because 80 percent of our target market have never tried cherries before," he said. "But when they try fresh cherries, 80 percent are then actively looking for the fruit." Walmart and Costco have a strong pres- ence in Mexico, and Costco, at 27 loca- tions, is also a foodservice provider to hotels and restaurants in tourist locations. Francesco Sicherle, Brazilian represen- 800/333-8589 www.cbnllc.com 12 FEBRUARY 1, 2012 GOOD FRUIT GROWER tative, said that Northwest cherry imports increased nearly 50 percent last year from 2010. Importers are looking for different products, and the weak U.S. dollar has helped to spur U.S. exports. He sees export opportunities in the future. Both the 2014 World Cup and 2016 Olympic Games will occur during the Northwest cherry season. • www.goodfruit.com