China’s $ 22 mango mania

A SINGLE prize mango from one of the region’s farms is fetching as much as $ 22 in the shops of China, an exporter has told a Townsville forum.

Scott Ledger, quality and export manager for mango grower Manbulloo, revealed the mango mania at James Cook University’s Asian Market Forum yesterday.

Mr Ledger was among the presenters at the forum providing the latest market intelligence on Asian trade, giving the North’s agribusiness sector a glimpse of what can be achieved.

“At the retail point we have to deliver mangoes that deliver a great eating experience and at the right stage of ripeness,” Mr Ledger said.

“We have found we have been able to create enough value so our mangoes are selling for $ 22 Australian at retail and that price is not really a major barrier to the high- end consumers.”

Manbulloo is a privately owned producer with farms in Townsville, Giru, Mareeba and Katherine.

It is Australia’s only mango importer using vapour heat treatment to control fruit fly and so comply with China’s Customs laws, although a large “grey” market exists where mangoes are smuggled in through Hong Kong and Vietnam.

“In terms of the lessons learned, number one is you have to create value,” Mr Ledger said.

To do that, you have to know consumer attitudes, he said.

The two most important were the eating experience and the ripeness of the fruit.

Other challenges included forging collaborative partnerships with in- country importers, distributors and retailers.

“Right at this stage, after 12 years of trying, we are at the point where we have a collaborative importer,” Mr Ledger said.

“The challenge find the retailer.”

Mr Ledger said their export chain was still being developed on the handling of fruit from farm to shop but that big gains were being made.

The sharing of the profits was another sticky point.

“Of that $ 22 retail sale, at the moment, the retailer is tak- is then to ing most of it,” Mr Ledger said.

“We have created ( the market) but the retailer is taking most of the benefits.”

He said the China Australia Free Trade Agreement was making a huge difference by reducing tariffs, which just a few years ago had been 21 per cent.

Next zero.

That would be “very significant for our partners” and for growth in trade, Mr Ledger said. year they would be