Malaysia and UAE market analysis and strategy: baby leaf and beans
The diversity of the Australian vegetable industry has generated strong development potential overseas, particularly in Southeast Asia due to its close proximity to Australia and the United Arab Emirates (UAE) with its expatriate population and strong consumption culture of Western cultivated greens. In specificity, markets in Malaysia and the UAE have been identified as the focus for Australian exports of long beans and baby leaves, which include subcategories of lettuce, spinach, rocket, chard and other brassicas. These produce which have seen success in Australian supermarkets have limited presence in parts of Southeast Asia and the Middle East, thus representing a potential opportunity for Australian exporters. The feasibility study has been carried out by the independent company Euromonitor International throughout a course of 15 weeks, from 18th November 2013 to 28th February 2014. Throughout the course of the research, a comprehensive inquiry has been conducted on local consumers’ preferences via extensive consumer surveys and in-Âstore interview exercises, followed by trade interviews with major local industry stakeholders to study the optimal route-to-Âmarket distribution strategy as well as import criteria of local importers and distributors. Product placements have also been studied through store audits conducted in pertinent retail channels. To facilitate export trade networks between Australia’s local growers and offshore distributors in Malaysia and the UAE, relevant supply chain participants in these two countries have also been identified and profiled in a database. The database is expected to help exporters gain knowledge of export market specifications and forge stronger trade relationships. This project has been funded by HAL using the vegetable industry levy and matched funds from the Australian Government.