The Aussie Market
That leads to another challenge Johnson identifies for other Kiwi exporters: size. “If you build a market overseas and it takes off and then you can’t fulfill your orders because of a raw material shortage, you lose that market and they may never trust you again,” says Johnson.
More traditional food and beverage exporters wanting to take advantage of the healthy food trend, need look no further than Australia, says NZTE business development manager Peter Winter.
Australian supermarkets are making more space for fresh fruit and vegetables and actively looking for organic produce, while healthy adult snacking provides a good market opportunity. Despite our neighbour’s sometimes frictional relationship with our food imports (apples, anyone?), overall the Aussies are welcoming if we can bring something of quality to the table.
“Retailers believe if they can find an innovative better product, say from New Zealand, they are quite willing to look at it,” Winter says.