Market analysis and strategy: broccoli to Japan
Market Analysis and Strategy: Broccoli to Japan was funded by Horticulture Innovation Australia (HIA) in 2014. The research presented in this report is the result of the collaborative efforts of Trade & Investment Queensland (TIQ), Griffith University (GU) and the Department of Agriculture and Fisheries (Queensland) (DAF) The objective of the research was to undertake an in-depth market analysis to determine if potential exists for Australian broccoli exports to Japan. The research focused on the following areas: current market size and growth trends of the broccoli market (fresh and frozen); market access; market segments; competitors; supply chains; consumer research; and economic analysis. A combination of factors has placed Australia in a position to re-enter the Japanese fresh broccoli market and target the retail and high end food service segments. These factors include: falling supply and quality issues with United States sourced broccoli; the ratification of the Japan Australia Economic Partnership Agreement (JAEPA); and the falling value of the Australian dollar. This combination of circumstances is providing a window of opportunity for Australia to re-establish exports to Japan.