Australian Passionfruit Export Study no. 2

Abstract

This study analyses research conducted to understand the perceptions of passionfruit growers (including their readiness for export) and to provide recommendations for a first-stage export plan for the Australian passionfruit industry. The report summarises the current passionfruit market, defines the passionfruit export landscape and incorporates the views held by northern New South Wales, Wide Bay Burnett and northern Queensland passionfruit growers in relation to exporting. There are approximately 130 commercial passionfruit growers in Australia, with a combined production over 4,500 tonnes in 2016–17. The industry is fragmented, with a large number of small- to medium-sized farms spread from Darwin, across Queensland coastal areas and into north-east New South Wales. This spread ensures that passionfruit are available all year round in Australia, making an export business a potentially viable proposition for the industry. Most fruit is sold in bulk in loose-filled cartons via the central market system, and then on to major and independent retailers in Australia. There is little, if any, value-adding occurring domestically by growers and no significant export sales of Australian passionfruit to date. The industry has a history of extreme price volatility and highly variable profitability. Export market development is seen as one option in order to help reduce the price volatility. A series of industry workshops and in-depth interviews with northern New South Wales and Queensland passionfruit growers, as well as supply chain stakeholders, captured and assessed the key issues affecting the export potential of the industry. As demonstrated by the current desire and general understanding of exporting requirements by passionfruit growers, the research suggests that the industry is approaching export readiness.