Export Market Performance
The Australian citrus industry achieved outstanding export sales to the US market for almost three decades. New international competitors, the high Australian dollar (A$), changes to market structure and possibly the market entry strategy of Australia, were thought to be key drivers of major reductions in export volumes to the US in recent years.
Client Requirements
- A situation and value chain analysis of the performance of Australian citrus in the US market,
- An analysis of all commercial and regulatory issues around the existing US marketing arrangements,
- Commercial imperatives and recommendations.
Key Activities
- Access all relevant data related to the Australian production sector and all aspects of the operation of the chain within the US market,
- Identify key respondents in Australia, the existing US supply chain, external parties and competing importers willing to contribute,
- Hold one-on-one interviews In the supply sector (Riverlands, Sunraysia & MIA); exporters, packers, coordinators, industry personnel; appointed ‘single importer; in the US market, US parties external to the current supply chain,
- Provide a concise and commercial assessment of findings,
- Provide clear analysis of key issues impacting current chain performance and potential areas of
Outcomes
This report was a key input to a federal review of the Federal Department of Agriculture Forestry and Fisheries DAFF [EEP] arrangements in 2011. Following this review DAFF modified its EEP arrangements in 2012 and industry is now pursuing a different market access strategy.