Vegetable Industry Export Plan
This export business plan presents a way forward for the Australian vegetable industry to embrace the international competitive forces it faces through a sequence of integrated strategies and actions that provide a basis for the industry to meet the four key objectives of this plan: (a) Establish and resource a permanent Vegetable Industry Exporters Network (VIEN) focused on: export policy development: advice to the Peak Industry Body and government on investment priorities; international competitor analyses, market research and development efforts; and industry communication and coordination with respect to export markets. (b) Improve the vegetable industry’s capacity to compete with China in the domestic and export markets. (c) Develop export markets for Australian vegetable products in China in the medium to long term. (d) Improve the industry’s knowledge and understanding of: competitive success factors in the international vegetable industry; short and long term market retention and development opportunities; and priority regions for future competitive and market research, promotion and market development. In meeting these objectives through the implementation of the strategies outlined in this export plan, the Australian vegetable industry will be in a position to pursue specific commercial opportunities during the first half of 2008. The strategies are based on the results of an independent market information audit and the detailed consideration by the VIEN, a group of Australia’s leading exporters appointed by the Australian Vegetable Industry Development Group (AVIDG) for the purpose of determining how the industry can grow its exports and hence value to the Australian economy. This involvement and guidance of export industry leaders augers well for the practical implementation and future success of this plan. The specific strategies underpinning this plan include: 1. Formalisation of the Vegetable Industry Export Network 2. International market and competitive analysis (initially China, Japan), to identify critical competitive success factors and develop appropriate market retention, entry and development strategies. 3. Test the VIEN’s transferable analysis framework in China and Japan for subsequent use by the Australian vegetable industry in other markets 4. Prioritise and scope future market and competitive analysis initiatives and subsequent supply chain and market development conclusions and opportunities. 5. Consider future branding, promotion and education implications based on the results of competitor and market analyses. Communication of the results of this plan to industry will be managed through the leverage of valuable and sensitive market information in order to encourage immediate commercial focus on export market retention, development and promotion initiatives. In line with the AVIDG’s communication planning with Cox+Inall Communications, channels and tools to be used will include industry publications, events and conferences; media releases; case studies and political briefings. Specific targets for this information include all sectors of vegetable supply chains (from horticultural input suppliers, producers, processors, marketers through to consumers); industry media, associations, organisations; and research bodies.