Exports worth close to $70 million was a new record in value, with more than 2740 tonnes heading overseas, up 31 per cent on last year and just below the highest on record.
Although it was a challenging start to the season for growers with a cool spring and early summer leading to late fruit ripening, this also resulted in a later harvest and end to the season, coinciding with the late Lunar New Year.
Fruit Growers Tasmania chief executive Peter Cornish says he thinks this year the stars aligned for most of our growers.
“Not only did Tasmania’s late season work in well with the late Lunar New Year period, but the fruit quality was also excellent,” Peter explains.
“Our southern hemisphere competitors struggled to put cherries into the Asian market in February leading to less competition overall,” he says.
“What was particularly pleasing was that both volume and unit pricing increased this season, showing Tasmania’s exceptional quality continues to be rewarded in export markets.”
Fruit Growers Tasmania held its annual cherry export debrief in mid-April to discuss the pleasing results with growers and members.
Hong Kong, Taiwan, China, and Vietnam remain the key export destinations, receiving more than 70 per cent of Tasmania’s total export volume.
However, with more than 18 regions receiving cherries, market diversification continues to be a focus.
Hong Kong regained the number one destination for Tasmanian cherries with trade to China growing 168 per cent in the year.
During the season Fruit Growers Tasmania, supported by the Tasmanian Government, led and assisted with a range of marketing activities promoting Tasmanian grown cherries.
This included season launch events in Hong Kong and Taiwan, an inward buyer event which welcomed 17 international buyers to visit all regions of Tasmania and a social media campaign targeting the communities in Australia that celebrate Lunar New Year.
“The social media campaign was aimed at supporting domestic sales after the christmas period when consumption traditionally tends to drop off despite much of the best cherries still being available,” Peter says.
“ Anecdotal evidence suggests this year’s cherry sales were strong in the domestic market during January and into February, with the campaign receiving very positive feedback.”
Some 60 per cent of all Tasmanian cherries are sold within Australia.
Commenting on the cherry export season, Nic Hansen, owner of Tasmanian Cherries and president of Fruit Growers Tasmania said he was delighted with the results from our cherry export season, which are nothing short of what our dedicated growers deserve.
“So often events take place beyond their control which have a detrimental impact on profitability, the current fuel crisis being a case in point.
“Overall, the fact Tasmanian cherries represent 61 per cent of the value of national cherry exports underlines the strength of the Tasmanian industry,” Nic says.
“It is an excellent result and a much-needed boost to Tasmanian cherry growers as we continue to focus on how to remain competitive in this high-cost pressure environment.”
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