To encourage and support industry to meet the required standards for gaining access into China for Australian Extra Virgin Olive Oil, Horticulture Innovation Australia (HIA) has launched The Olive Industry Export Handbook (OL14003).
The Handbook is one component of a HIA project funded by
the olive industry Research & Development levy and government funds, which aims to
facilitate increased exports to China, remove roadblocks and enhance the
competitive advantage of Australian olive oil producers.
Barriers to growth in the China market have traditionally been an
incomplete understanding, not only of import and export protocols, but
also of technical and laboratory testing requirements. Further
uncertainty has been driven by new Chinese standards for phthalate
content.
The Handbook provides guidelines for export to China covering product
standards, food safety, traceability, quality, packaging, labelling and
product distribution. It also provides tips and advice across areas
from planning and shipping to finance and insurance and brand
development and communication.
The Handbook aims to assist EVOO producers’ to brand their products
and take their story to the Chinese consumer, with a QR code that allows
consumers to link to a short video about the olive grower and farm. A
second Security QR code will help demonstrate product authenticity and
traceability and provide provenance verification. Purchasers can scan
this to establish that the product is genuine and see when and where it
was produced.
This initiative addresses the findings of a survey of what Chinese
consumers value in EVOO. The survey found that 90 percent of consumers
research a product online before purchase. The origin of olive oil, as
well as a quality guarantee and delivering in original condition, are
top concerns for Chinese consumers. Price is less important if other
requirements are met.
Authored by industry consultants Chris Mercer and Paul Miller, the Handbook will be available through HIA.
According to Mr Mercer, “Australia’s share of the Chinese market for
EVOO effectively halved in recent years due to a number of barriers. The
Olive Industry Export Handbook addresses these barriers by educating
and supporting growers with a one-stop export guide”.
“We have drawn on our years of experience and conducted extensive
research to highlight the key issues and provide achievable solutions
for producers to support them in gaining and maintaining access to this
lucrative market”.
This The Olive Industry Export Handbook (OL14003) is now available from HIA.
Contact
Will Gordon
Relationship Manager Lead
e : will.gordon@horticulture.com.au
t : 03 9691 3525