Exporting Coffee to Australia

EXPORTING COffEE TO ausTRalIaPacific Islands

aCKNOWlEDGEMENTs

I would like to acknowledge the guidance and input from Jamie Morrison from the Food & Agriculture Organization of the United Nations; and Trade Commissioners, Adam Denniss (PT&I NZ) and Caleb Jarvis (PT&I AU) during the development of this report.

I would also like to acknowledge the support and assistance with appointments by Jeremy Grennell (PT&I AU).

Additional acknowledgements for the kind assistance provided by:

Andres Lattore , Adimaimalaga Tafunai, Anup Mudiliar, Dean Morgan, Ian Hemphill, Jacqui Wood, Matt Ward, Michael Brown, Minoru Nishi, Omar Sidaoui, Papali’i Grant Percival, Patrick Killoran, Sam Himstedt, Stanley Kalauni, Sima Afeaki, Tamati Norman , Theresa Arek, Tony Macri, and Tsutomu Nakao.

KEY WORDS: Coffee, Pacific Islands, Export, Australia, Market Research.

aBOuT THIs PaPER

This market brief has been prepared by the Pacific Islands Trade & Invest (PT&I) office in Auckland as part of a partnership project with the Food & Agriculture Organization of the United Nations (FAO).

This market report aims to give Pacific Island exporters (or potential exporters) an overview of the Australia market; key market trends; market requirements; and market opportunities. This report examines the coffee market in Australia.

Report prepared by Joe FuavaoPacific Islands Trade & Invest (PT&I)September 2012

market brief

Photo credit: PT&I

Disclaimer: Information in this report is published on the understanding that readers exercise their own skill and care with respect to its use. Before relying on the material in any important matter readers should carefully evaluate the accuracy, completeness, relevance and currency of the information for their purposes and should obtain appropriate professional advice.

GLOBAL MARKET

01-Global production

02-Global trade

02-Global outlook

03-Key global trends

AUSTRALIAN MARKET OVERVIEW

05-Product types

08-Demand factors

IMPORT STATISTICS & INFORMATION09 -Australian import statistics

10-Varieties

10-Transportation

MARKET REQUIREMENTS11 -Quarantine requirements

12-Inspection

12-Treatment

13 - Packaging

13-Labelling

14-Organic Certification

COMPETITIVE LANDSCAPE

15-Competition

15-Market players

16-Key success factors

MARKET ENTRY STRATEGY

17-Strategic options

17-Market entry options

19-Key regional organization contacts

table of contents

EXPORTING COffEE TO ausTRalIa1

according to faOsTaT, the world production of green coffee beans increased significantly from approximately 7.2 million tonnes in 2005 to 8.3 million tonnes in 2008 before decreasing to 8.2 million tonnes in 2009. The largest producers were Brazil, Vietnam and Indonesia. Together these three countries accounted for approximately 57% of the global supply.

The United States Department of Agriculture (2012) forecasts that global production will continue to grow, reaching a record 148 million 60kg bags for 2012/13 – up 10 million bags from the previous year. Global production is expected to grow driven mainly by the growth in Brazil and Vietnam as a result of favourable weather conditions and good crop management1.

1 Coffee bags measured in 60kg bags2 United States Department of Agriculture. (2012). Coffee: World Markets and Trade. USDA.. 3Ibid

Coffee production in Brazil is forecast to reach a record 55.9 million bags in 2012/13 resulting from good crop management and the Arabica trees entering the year of harvest of its biennial production cycle. Additionally Robusta harvests are expected to reach record levels2. Over half of the supply excess is expected to boost exports from Brazil. An increase in production is also forecasted in Vietnam where the country is expected to produce 22.4 million bags as a result of favourable growing conditions and the expansion in fruit-bearing area3.

Coffee production in Indonesia and Colombia has fallen in previous years as a result of poor growing conditions. This situation is expected to continue for Colombia however Indonesia is expected to recover from the adverse effects of excessive rainfall in the previous years.

The supply gains, particularly in Brazil and Vietnam, are expected to boost the global export of coffee to 115 million bags, up 7 million bags from the previous year. Global consumption is forecasted reach 142 million bags in 2012/13 on steady expansion in most countries.

global market

Map 1: Global production of green coffee by country (tonnes), 2010 Source: FAOSTAT

GlOBal PRODuCTION

tonnes

9 2906320

EXPORTING COffEE TO ausTRalIa 2

global market

GlOBal TRaDE

Coffee is the world’s most widely traded tropical agricultural commodity. From 2006 to 2010, world coffee consumption increased by 9% from approximately 5.7 million tonnes to 6.2 million tonnes. World coffee exports grew by 11% during this period. Table 2 presents an overview of the global coffee trade in 2010.

The USA and Germany were the largest importers of green coffee beans, together consuming approximately 38% of global coffee imports. Italy, Japan and Belgium were the other large importers.

The two largest producers of coffee Brazil and Vietnam are also the largest sellers of coffee. Exports from these two countries alone make up approximately 46% of total exports. Indonesia, Colombia and Germany were the other large importers. In 2010, Papua New Guinea exported 58,810 tonnes.

GlOBal OuTlOOK

Demand for coffee is expected to grow driven by consumption of growing middle classes in developing countries as well as growing niche markets such as certified organic and certified Fair Trade coffee. Traditionally certified coffee was promoted in specialized, small-scale trade channels. However, demand for certified coffee products is becoming more mainstream as it attracted the attention of large roasters and retailers.

Source: FAOSTAT

Top global exporters Tonnes

WORLD 6,580,873

Brazil 1,791,064

Vietnam 1,217,868

Indonesia 432,781

Columbia 410,493

Germany 328,464

Top global importers Tonnes

WORLD 6,249,203

United States of America 1,280,298

Germany 1,090,006

Italy 469,482

Japan 410,530

Belgium 312,088

Table 2 Global trade of green coffee, 2010

Top producers Tonnes

WORLD 8,228,018

Brazil 2,906,320

Vietnam 1,105,700

Indonesia 684,076

Colombia 514,128

India 289,600

Source: FAOSTAT

Table 1: Global production of green coffee, 2010 While the demand for certified coffee is growing, it still makes up a small portion of global coffee production. In 2002, ethically traded coffee only accounted for approximately 1% of global production. This increased to 6% in 2008.

A recent study by the International Trade Centre (2010) identified growth in the consumption of certified coffee in many non-traditional markets4. Certified coffees feature prominently in the retail market outlets in the Republic of Korea, Australia and Singapore. Growth in the market for certified coffee was identified in China, India, Mexico, Chile and Brazil, but only in the largest urban areas. Demand was largely driven by consumption of the middle classes. Demand for certified coffees in Japan has grown faster than any other segment.

4International Trade Centre. (2010). Trends in the trade of certified coffees. Geneva: International Trade Centre.


The following table provides a summary of key global trends affecting business with additional references to the australian market and implications for exporters from the Pacific Islands.

key global trends

NEW CONSUMER REALITIES UNCERTAINTY IN THE SUPPLY CHAIN CONSUMERS NEW TECHNOLOGY GROWING DOMINANCE OF SUPERMARKETS

DESCRIPTION Consumer confidence is low therefore retailers are reassessing their strategies. The main aim in this current market is to (1) retain the loyalty of existing consumers; and (2) successfully reaching new shoppers.

These strategies are mainly based on promotions and enhancing value.

Increasing demand for transparency into the origin, nutrition and quality of the product.

Industries haveresponded by adoptingmore rigorous, globally accepted standards.

Cultural diversity and technology is exposing consumers to new flavours and dishes which have fuelled the interest in exotic cuisine.

Online shopping and social media have reshaped consumer behaviour - consumers have taken charge of their shopping experience.

With greater access to information and online shopping, consumers have a wide range options to consider before purchasing.

Supermarkets have maintained a position of dominance over the years largely linked to the growth of consumerism5.

Large supermarket chains have successfully entered international market such as South Korea, China, India and Indonesia.

Supermarkets are pushing their lower cost, private labelled brands at the growing number of customers looking for cheaper meal options.

AUSTRALIAMARKET TRENDS6

Australian retailers have aimed to keep consumers engaged through promotions such as loyalty cards and enhancing their shopping experience.

Retailers seek to balance price with product quality, size, costs and demand to protect margins.

With growing concerns about food safety, traceability was stressed by Australian buyers consulted in this study. Australian importers are seeking to build long term relationships with suppliers seeking to instil certainty around orders.

Both buyers and consumers have placed a greater emphasis knowing more about the product such as its origins and production process etc.

Third party certified product such as Fair Trade embodies the markets concerns around traceability.

Growing cultural diversity of consumers in Australian which has resulted in new retail formats and modified product offerings. Australia retailers have responded by offering more range and targeted promotions.

Retailers have responded creating a new shopping experience – mobile phone apps, self-checkout systems and live cooking demonstrations.

Research shows that Australian consumers use a wide range of resources to research products.

• 47% on the internet and 48% use in-store browsing to compare products and prices.

Research shows that Generation Y consumers have different shopping habits which will have significant effects on retail industry:

• Generally they purchased less and made less frequent shopping trips.• More tech-savvy, more aware of promotional drivers, less brand loyal and eat away from home more often.

The supermarkets are becoming more targeted in their specialty proposition which is directly impacting on dedicated specialist channels. Supermarkets continue to dominate the retail scene. However, there is a niche market for high quality coffee products. There is a growing demand for café-quality coffee at home and high quality single origin coffee.

Australian retail trends also show a growth in the demand for private labels. Consumer attitudes are changing now a large percentage (23%) of shoppers indicated that while they have not tried a private label they would be willing to.

PIC ExPORTERS OF COFFEE

The coffee market is a mature market. It is important to structure your approach to the market by undertaking market research.

Identify a niche market for your product. Who are your consumers? What are your consumers looking for?

Develop a marketing plan. Examine your price structure and strategy for the Australia market.

Traceability is important. Buyers need to understand the how the product is made particular in the premium coffee market where this information is required to develop a ‘high grade specialty flavour’ profile.

Third party verification will be important for building trust with consumers. E.g. HACCP, Organic/Fair Trade certification.

Develop strategies that effectively market your coffee by emphasising its benefits – Is it organic? Premium grade coffee? Where is the coffee from? How is the coffee produced? What type of coffee bean? Research the consumer behaviour and their purchasing triggers’. Develop a point of difference. Consumers want to know more about the product therefore it is important to market the story of your coffee (origin story) effectively. Additionally ensure that the packaging and labelling of your product are appropriate for the market.

Retail Media (2010) highlights the opportunities increase digital activity for consumers-on-the-go such as computer- or mobile-based videos teaching consumers how to lead healthier lives.

Online promotions through social media tools such as Facebook present good opportunities to develop a following and interact directly with consumer.

Develop a point of difference. Consideration should also be given how you will promote in the stores as buyers/wholesalers will be interested to know what you will do to support product launch and in store promotion.

Factors to consider include product range, price, terms of trade, quantities etc.

Table 3 : Key trends in the global market

EXPORTING COffEE TO ausTRalIa 4

key global trends

NEW CONSUMER REALITIES UNCERTAINTY IN THE SUPPLY CHAIN CONSUMERS NEW TECHNOLOGY GROWING DOMINANCE OF SUPERMARKETS

DESCRIPTION Consumer confidence is low therefore retailers are reassessing their strategies. The main aim in this current market is to (1) retain the loyalty of existing consumers; and (2) successfully reaching new shoppers.

These strategies are mainly based on promotions and enhancing value.

Increasing demand for transparency into the origin, nutrition and quality of the product.

Industries haveresponded by adoptingmore rigorous, globally accepted standards.

Cultural diversity and technology is exposing consumers to new flavours and dishes which have fuelled the interest in exotic cuisine.

Online shopping and social media have reshaped consumer behaviour - consumers have taken charge of their shopping experience.

With greater access to information and online shopping, consumers have a wide range options to consider before purchasing.

Supermarkets have maintained a position of dominance over the years largely linked to the growth of consumerism5.

Large supermarket chains have successfully entered international market such as South Korea, China, India and Indonesia.

Supermarkets are pushing their lower cost, private labelled brands at the growing number of customers looking for cheaper meal options.

AUSTRALIAMARKET TRENDS6

Australian retailers have aimed to keep consumers engaged through promotions such as loyalty cards and enhancing their shopping experience.

Retailers seek to balance price with product quality, size, costs and demand to protect margins.

With growing concerns about food safety, traceability was stressed by Australian buyers consulted in this study. Australian importers are seeking to build long term relationships with suppliers seeking to instil certainty around orders.

Both buyers and consumers have placed a greater emphasis knowing more about the product such as its origins and production process etc.

Third party certified product such as Fair Trade embodies the markets concerns around traceability.

Growing cultural diversity of consumers in Australian which has resulted in new retail formats and modified product offerings. Australia retailers have responded by offering more range and targeted promotions.

Retailers have responded creating a new shopping experience – mobile phone apps, self-checkout systems and live cooking demonstrations.

Research shows that Australian consumers use a wide range of resources to research products.

• 47% on the internet and 48% use in-store browsing to compare products and prices.

Research shows that Generation Y consumers have different shopping habits which will have significant effects on retail industry:

• Generally they purchased less and made less frequent shopping trips.• More tech-savvy, more aware of promotional drivers, less brand loyal and eat away from home more often.

The supermarkets are becoming more targeted in their specialty proposition which is directly impacting on dedicated specialist channels. Supermarkets continue to dominate the retail scene. However, there is a niche market for high quality coffee products. There is a growing demand for café-quality coffee at home and high quality single origin coffee.

Australian retail trends also show a growth in the demand for private labels. Consumer attitudes are changing now a large percentage (23%) of shoppers indicated that while they have not tried a private label they would be willing to.

PIC ExPORTERS OF COFFEE

The coffee market is a mature market. It is important to structure your approach to the market by undertaking market research.

Identify a niche market for your product. Who are your consumers? What are your consumers looking for?

Develop a marketing plan. Examine your price structure and strategy for the Australia market.

Traceability is important. Buyers need to understand the how the product is made particular in the premium coffee market where this information is required to develop a ‘high grade specialty flavour’ profile.

Third party verification will be important for building trust with consumers. E.g. HACCP, Organic/Fair Trade certification.

Develop strategies that effectively market your coffee by emphasising its benefits – Is it organic? Premium grade coffee? Where is the coffee from? How is the coffee produced? What type of coffee bean? Research the consumer behaviour and their purchasing triggers’. Develop a point of difference. Consumers want to know more about the product therefore it is important to market the story of your coffee (origin story) effectively. Additionally ensure that the packaging and labelling of your product are appropriate for the market.

Retail Media (2010) highlights the opportunities increase digital activity for consumers-on-the-go such as computer- or mobile-based videos teaching consumers how to lead healthier lives.

Online promotions through social media tools such as Facebook present good opportunities to develop a following and interact directly with consumer.

Develop a point of difference. Consideration should also be given how you will promote in the stores as buyers/wholesalers will be interested to know what you will do to support product launch and in store promotion.

Factors to consider include product range, price, terms of trade, quantities etc.

5International Supermarket News. (2010, December 2). World: Supermarket chains predicted to continue to dominate food sales.6Retail Media. (2011). Retail World Annual Report 2010. Retail Media.

The coffee market in Australia is highly competitive and characterized by brand loyalty, sophisticated consumer tastes and increasing differentiation as the primary basis of competition. While growth in the coffee market is not significant, it is changing in terms of consumer tastes and the types of coffee products consumed – key trends that indicate growth prospects for Pacific Island exporters of coffee.

The present research has identified coffee as a product with niche market potential for Pacific Island exporters in Australia. Specific opportunities for exporters of coffee from the Pacific Islands were identified in the market for green coffee beans, high quality coffee products, pure coffee, certified organic and certified fair trade coffee products.

PRODuCT TYPEs

There is a wide range of coffee products available in the Australian market including coffee products in the cold beverages category. However, this report presents an overview of the coffee market for hot beverages.

INsTaNT COffEE

There is a wide range of instant coffee products on the Australian market which include the traditional products such as cappuccino, espresso, latte and mocha as well as coffee blends promoting single-origin coffees such as 100% Brazilian or Columbian.

It is a highly competitive market where price is not the most important determinant of purchase. Given the high degree of brand loyalty in the market, manufacturers invest a lot of resources in differentiating their products in the market. These companies spend a lot of money promoting their products, developing new or innovative packaging for their coffee and creating ‘specialty’ brands and product lines.

Instant coffee remains the main type of coffee bought by household consumers. The market for instant coffee in Australia is dominated by the Nescafe and Moccona brands which have approximately 66% and 16.7% (value share) of the retail market7.

The market for instant coffee can be further segmented into premium, mainstream, specialty and value coffee. Currently mainstream coffee accounts for 35% of the instant coffee market sales while specialty coffee makes up 31.6% followed by premium (23%) and value instant coffee (10.5%).

The demand for instant coffee has declined over the last 3 years and more Australian household consumers of coffee are brewing their own coffee at home and often using high quality beans. Retail World Annual Report (2011) showed that retail sales over the past year grew significantly, a 15.5% increase, for specialty instant coffee to approximately AU$164.6 million. Retail sales for premium instant coffee also grew by 2.7% (value change) to approximately AU$236.3 million. On the other hand, sales of mainstream and value instant coffees fell by 2.6% and 6.9% respectively. Retail sales of mainstream instant coffee were valued at approximately $229.6 million while the retail sales of ‘value instant coffee’ was valued at approximately AU$43.3 million.

PuRE COffEE

The market for pure coffee, which includes premium and roast and ground coffee, is growing and competition is intense8. Retail sales of pure coffee were valued at $142 million in 2011. The Retail Annual Report (2011) showed that sales grew significantly in the market segment for roast coffee which increased by 16% to AU$47.4 million. Retail sales in the ground coffee segment grew by 2.3% to $91.9 million. Vittoria and Lavazza were the dominant brands in these market segments. Retail sales for pulverised coffee on the other hand fell by 9.6% in 2010/11 to AU$2.7 million.

market overview

7Retail Annual Report, December 2011.

5 EXPORTING COffEE TO ausTRalIa

market overview

Pure coffee targets three consumer groups: (1) specialty coffee companies which import green coffee beans in bulk to roast and sell under established consumer brands; (2) food service industry which buys in green coffee beans for roasting or pre-blended roasted beans. The demand from this segment is for 1kg to bulk packs; (3) household consumers seeking branded roast or roast and grounded coffee products generally packed in 200 or 250g vacuum packed bags9.

Emphasis in this market is placed on quality. Companies are constantly improving their product range by creating new specialty blends, improving packaging and developing user friendly formats. Products targeting household consumers are characterised by extremely high quality packaging, aggressive promotion, celebrity endorsements and clever (and often expensive) marketing campaigns10.

8Ibid.9Ibid.10Ibid.

6EXPORTING COffEE TO ausTRalIa

CERTIfIED COffEE

In 2011, global sales for certified Fair Trade products was around AU$6.75 billion while Australian consumer spending in this category was estimated to reach over AU$165 million. The Australian market for Fair Trade products such as coffee, chocolate, tea and cotton grew by 40% last year, exceeding global growth of 12%11.

Demand for organic and fair trade products have reached a new level of acceleration, supported by the growing acceptance by the large corporates such as McDonalds and mainstream supermarkets. Consumers are showing greater concern around food safety and the social and environmental impacts of production. Today there are a number of certification bodies addressing these concerns such as Fair Trade and Rainforest Alliance. McDonalds utilizes certified Rainforest Alliance coffee in their cafes.

A recent study found, Fair Trade to be the most recognised ethical label in the world with nearly six in ten consumers across the 24 countries surveyed having seen the Fair Trade label. More than 64% of the consumers surveyed globally said they trust the Fair Trade label. Australian consumers surveyed slightly higher with 66% citing Fair Trade as a label they trust.

Fair Trade ANZ (2011) reported that the combined sales of certified Fair Trade coffee in Australia and New Zealand amounted to AU$50.5 million in 2010 – surpassing AU$50million for the first time ever12.

In 2009, 92% of organic product sales were through store based retailing. However, this has changed with the supermarkets now accounting for about 60% of all organic sales13. With growing acceptance of organic products amongst conventional buyers, organic consumption is expected to grow further. About 60% of consumers surveyed noted purchasing organic food at least occasionally. Women remain the main purchasers of organic products.

Organic fruit and vegetables remains the largest segment of organic sales, about 70% of organic consumers buy organic produce at least once a week. The growing demand for organic produce has also flowed through to processed food and beverages, with manufacturers of organic foods accounting for about 21% of the organics industry in Australia. This growth was also observed in sales of organic packaged food and beverages. Retail sales of organic packaged food AU$397 million and organic non-alcoholic beverages reached AU$76 million in 2009. Both categories were forecast to grow to AU$474 million and AU$92 million respectively by 201414.

market overview

11Fair Trade Australia New Zealand website: www.fairtrade.com.au/news 12Ibid.13Mitchell, A., Kristiansen, P., Bez, N., & Monk, A. (2010). Australian Organic Market Report 2010. Chermside: Biological Farmers of Australia Ltd.

market overview

14New Zealand Trade and Enterprise. (2011). Export Guide: Organics and Green Market in Australia. Market Profile.

8

DEMaND faCTORs

The ‘coffee culture’ has become an integral part of the Australian lifestyle. Consumer tastes are becoming increasingly sophisticated in their search for a coffee experience either in the decorated setting of a café or replicating this quality of coffee at home.

There are two main consumers of coffee and coffee products in Australia, the:

(1) Food service industry: which consists of cafés, restaurants, hotels, coffee vendors and other outlets where people buy or drink prepared or ‘ready to drink’ coffee products. The demand in this segment is for green bean, roasted or roast and ground coffee.

(2) In-home consumer: which consists of people who buy coffee and coffee products to prepare and drink at home or in the office. This market is dominated by instant or soluble coffee which remains the largest single sector of the coffee market.

Most food service outlets serve high quality fresh coffee and there are an increasing number of them blending and roasting their own coffee bean blends onsite.

Studies have suggested that cappuccino is the number one coffee beverage sold in cafes. However, there is shift in preference by upper income consumer toward lattes over cappuccino particularly among young women. Espresso coffees were identified as the preference of young males while older drinkers were likely to order flat white.

In-home market is dominated by instant coffee however sales growth in pure coffee. There is a growing demand in this segment to use high quality beans in an attempt to replicate the café experience at home. Therefore demand is growing for fresh roasted and ground coffee. Additionally the emphasis on packaging which highlight specialty details and the increasing use of Arabica beans in instant coffee (formerly blended with Robusta).

EXPORTING COffEE TO ausTRalIa

Tanna CoffeeCredit : PT&I - Chris Brimble

import statistics & information

9

IMPORT sTaTIsTICs

Australia imports coffee from over 65 countries in a number of forms: green bean coffee beans, roasted coffee, and roast and ground coffee as well as retail packaged.

Graph 1 shows that the total quantity of coffee imported into Australia, by coffee type from 2007 to 2011. Coffee imports have increased during this period by approximately 19%, growing from 59,916,318kg in 2007 to 71,113,335kg in 2011. This growth is driven by the increased imports of green coffee beans. Green beans are the most common form of coffee imported into Australia. It is imported in bulk and used in the manufacture of instant coffee, coffee products and for blending. Green coffee beans tend to be the preference of buyers primarily because it is fresh and it is easy to add value or create their own blend.

Over the past five years, the importation of green coffee beans gradually increased from 54,262,266kg to 66,6291,388kg. In 2011, the importation of green coffee imports was valued at approximately AU$301,679,514. Vietnam supplied the largest amount of green coffee beans to Australia, with 13,888,454kg. Brazil was the second largest supplier with 12,170,586kg followed by Papua New Guinea which supplied 10,094,952kg of green coffee beans.

Import statistics show that imports of green coffee beans from Papua New Guinea was steady over the last five years. Brazil has, as of 2011, overtaken Papua New Guinea as the second largest supplier of green coffee beans to Australia. After imports from Vietnam fell in 2008, it rose significantly from 7,721,978kg in 2008 to 16,167,126kg from 2010.

Graph 1: Types of coffee imported into Australia from 2007-2011

Source: FAOSTAT

0

100,000

200,000

300,000

400,000

500,000

600,000

2001

TON

NES

YEAR

New Caledonia

Wallace and Futuna Islands

Kiribati

Niue

Tonga

American Samoa

Samoa

Solomon Islands

Fiji

Papua New Guinea

PRO

DU

CTI

ON

(ton

nes)

YEAR

Queensland

2007

5000

10,000

15,000

20,000

25,000

30,000

2008 2009 2010 2011

New South Wales

Victoria

Western Australia

South Australia

35,000

40,000

45,000

50,000

Source: Australian Bureau of Statistics

2002

2003

2004

2005

2006

2007

2008

2009

2010


0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

2007 2008 2009 2010 2011

KILO

GRA

MS

(kg)

YEAR

Coffee husks & skins& cofee substitute

Roasted Coffee

Green Coffee beans

Statistical data show that the importation of roasted coffee is decreasing with the total quantity falling from 5,379,165kg in 2007 to 4,573,557kg in 2011. Italy, Switzerland and Indonesia are the main suppliers of roasted coffee to the Australia. In 2011, Italy was the largest supplier of roasted coffee with 1,392,252kg. This was followed by Switzerland which supplied 1,105,752kg and Indonesia which supplied 944,402kg. Of the Pacific Island countries, Papua New Guinea exported 11,025kg and Vanuatu exported 215kg.


import statistics & information

15AustralAsian Specialty Coffee Association (AASCA). Official website: www.aasca.com16International Coffee Organization. Official website: http://www.ico.org/botanical.asp17Wood, J. (2012, June 7). (J. Fuavao, Interviewer)

10

Roasted coffee imports from Italy fell dramatically from 3,522,128kg in 2007 to 1,392,252kg in 2011 – a 60% decrease. Imports from Switzerland gradually increased from 161,946kg to 1,105,752kg, 2007 to 2011 respectively. Roasted coffee from Indonesia remained steady around 1,000,000kg.

Import statistics also show the importation of ‘coffee husks and skins and coffee substitutes’ which make up a small portion of coffee imports. Total imports in this category were steady around approximately 450,000kg from 2008 to 2010 before falling to 248,390kg in 2011. The largest suppliers in this category for Australia were Vietnam, India and Vietnam, exporting 88,373kg, 49,990 kg and 36,966kg respectively.

New South Wales

Queensland

Victoria

South Australia

Western Australia

Northern Territory

Tasmania

42%

36%

21%


Graph 2: Quantity of green coffee beans imported by Australian state in 2011

Graph 2 shows the breakdown of total imports of green coffee beans Australian state in 2011. New South Wales, Queensland and Victoria were the primary importers of green coffee beans. Similarly these three states were the main importers of roasted coffee accounting for 35%, 32% and 28% respectively of total imports in this category. A larger difference was observed in the importation of coffee husks and skins where New South Wales and Victoria imported 59% and 34% respectively of total imports in this category.

VaRIETIEs

Two species of coffee beans are cultivated, Arabica and Robusta. Arabica coffee (Coffea arabica) dominates the global coffee market, accounting for 75-80% of world production. Robusta coffee (Coffea canephora) makes up the remaining 20%15.

Arabica coffee is grown throughout Latin America, Central Africa, East Africa and India as well as, to some extent, Indonesia. While Robusta coffee is grown throughout South East Asia, West and Central Africa, and to some extent in Brazil16.

Arabica coffee beans are considered to be relatively superior in taste to the Robusta beans. They tend to dominate the market for roasted coffee and are usually 50% more expensive than the Robusta varieties. Robusta coffee beans have a higher yield per tree and contain more caffeine content. However, they are said to have an inferior taste and generally used for instant coffee.

TRaNsPORTaTION

Green coffee beans are exported in bulk in full container loads by sea freight, generally on a month basis. The beans are packaged in 60kg hessian bags with the containers lined with craft papers to keep the moisture in and reduce the likelihood of mould growing17.



market requirements

QUARANTINE REQUIREMENTS

The information in this section pertains to the Australian Quarantine and Inspection Service (AQIS) quarantine requirements for commercial consignments of green coffee beans for imported for processing18. Trade samples and personal consignments of green coffee beans are deemed commercial if they weigh more than 5kg. Note that this is not an exhaustive list, for more information please refer to the Australian Quarantine and Inspection Service (AQIS) website.

AQIS requires that commercial consignments of green coffee beans must:

• Be accompanied by a valid Import Permit or by means to allow the identification of the Import Permit;• Be free of live insects and other quarantine risk material prior to arrival in Australia;• Be free of fruit pulp before arrival in Australia;• Be packed in clean and new packaging

In addition to the conditions outlined above, all Full Container Load (FCL) consignments of green coffee beans from the Pacific Islands require:

• An official International Phytosanitary certificate;• A packer’s declaration stating - “The container(s) covered by this document has/have been cleaned and is/are free from material of animal and/or plant origin and soil”;• Containers, timber packing, pallets or dunnage associated with the consignment to be inspected and treated on arrival, unless it has been certified as having undergone an approved AQIS treatment method. Provided that these conditions are met including the presentation of the relevant documents, consignments from the Pacific Islands may be directed to a Quarantine approved facility for inspection.

DOCUMENTATION REQUIREMENTS

Importers are liable for documentation and inspection costs associated with clearing commercial consignments by AQIS. The minimum documentation required to be submitted with customs import entries include an air way-bill or bill of lading, invoices (including packing lists, insurance documents etc) relating to the shipment and a certificate of origin19.

All documents present to the Department of Agriculture, Fisheries and Forestry (DAFF) as part of the import process must comply with the:

• Overarching Requirements: legible, in English, signed, dated, linked to the consignment;• Document Format Requirements: national accepted practices and standards, or on company letterhead; and• Prescribed Information Requirements: treatment certificates must include a description of the goods/packaging treated

Currently under the South Pacific Regional Trade and Economic Co-operation Agreement (SPARTECA) coffee imports from Forum Island Countries (FIC) are not subject to any customs duty. Please note that a Goods and Service Tax (GST) of 10 per cent may apply to retail-ready coffee entering Australia20.

18Australian Quarantine and Inspection Service (AQIS) official website - www.aqis.gov.au 19Pacific Islands Trade & Invest. (2012). Exporting Coffee from the Pacific Islands to Australia. Sydney: PT&I20Ibid.21Ibid.

12

market requirements

INsPECTION

All consignments are required to be fully unpacked and inspected at a Quarantine approved premises. An endorsed invoice or packing list is to be supplied at inspection. Inspectors will need to verify that the contents in the consignment are green coffee beans. The packaging will be inspected to verify it is new, clean and free of live insects and other quarantine risk material.

If a pest or other form of contaminant is intercepted, it will be sent for pest identification. The consignment must be held in pending results of the analysis.

TREaTMENT

Importers are liable for the cost of treatments such as fumigation which is carried out approved treatment providers. These costs are invoiced separately by the treatment providers21. Similarly, any requirement for the reshipment or destruction of the consignment will be carried out at the importer’s expense. If the following contaminants are detected, the consignment will be treated accordingly:

• Where evidence of coffee bean borer (Hypothenemushampei) is found then a small sub-sample will be inspected for the presence of larvae. If larvae are found, the coffee beans will be treated with methyl bromide or cold storage.

• If insects other than coffee bean borer or khapra beetle are found the consignment will be treated with cold storage or methyl bromide or phosphine fumigation. Note that the Pacific Island countries are deemed a non- khapra beetle hosts.

• Where soil, plant debris (excluding seed) or other contaminants of quarantine concern are detected, the consignment will be directed for processing at a Quarantine Approved Processor; or re-exportation; or destruction.

• Where foreign seed is detected, the sample will be sent to the Quarantine approved seed testing laboratory to identify the risk. The contamination will be examined to see whether it falls within the AQIS tolerance levels.

If the contamination is found to exceed the AQIS tolerance levels, the consignment must be directed for the removal of the prohibited seed; or heat treatment; or processing at quarantine approved processor; or re-exportation or destruction.

Visit the AQIS website under the ICON section for a more detailed description of these quarantine requirements.


market requirements

22Macri, T. (2012, June 6). (J. Fuavao, Interviewer)23Pacific Islands Trade & Invest. (2012). Exporting Coffee from the Pacific Islands to Australia. Sydney: PT&I.24Food labelling. Retrieved July 22, 2012, from Food Standards Australia New Zealand: www.foodstandards.gov.au/consumerinformation/labellingoffood/interactivelabelpost3614.cfm 25Ingredients such as aspartame, quinine, guarana, caffeine, unpasteurised milk and egg products etc.26New Zealand Trade and Enterprise. (2011). Export Guide: Organics and Green Market in Australia. Market Profile.27Organic Industry Export Consultative Committee. (2009). National Standard for Organics and Bio-Dynamic Produce.28Ibid.

PaCKaGING

All packaging and packaging material must be clean and free from soil and other contaminants. The green coffee beans are exported in bulk and packaged in 60kg hessian bags. Hessian bags are suited for exporting coffee. It is breathable; durable, and able to protect the coffee from moisture and other associated spoilage.

The large hessian bags are currently the industry standard and said to be easy to flatten and palletize22. However, there are increasing concerns about occupational safety and health (OSH) which have seen a trend toward smaller sized bags (20-25kg). Feedback is that the smaller bags are generally not a user-friendly format for palletizing.

To set up a product in the retail market as a branded and differentiated product, the product must comply with australia’s packaging and labelling requirements. Pacific Island exporters must present an attractive and functional product to the consumer. as first impressions are very important in consumer marketing, the presentation of your product is going to be the first thing that catches the consumer’s eye23.

In terms of packaging for retail, all value added food must comply with the packaging and labelling regulations in australia. Packaging for retail must effectively address the following areas:

(1) FOOD SAFETY ISSUES: The package design must be designed to preserve the flavour and aroma of the coffee product. It must be able to protect the package’s content (coffee) from deterioration through exposure to heat and moisture. It must also be able withstand rigorous distribution and handling.

(2) CONVENIENCE: The product must be easy to use. Consumers should be able to gain access to its contents; ease of storage, handling and display are important to retailers as they will look at whether the products will stand and stack on their shelves efficiently.

(3) AFFORDABILITY: Establishing a competitive price on the market is a critical factor of success for Pacific Island exporters. Consumers must be able to afford it.

(4) VISUAL APPEAL: With so many brands and coffee products available on the market, there is a need ‘stand out in the crowd. Therefore package design must be attractive. Retail shelf space is very expensive and highly competitive therefore it is important to make an impact on the consumer – the product should stand out. Visibility can be enhanced through the optimal combination of design, colours and shape.

laBEllING

Food Standards Australia New Zealand (FSANZ) is a bi-national Government agency responsible for the development and administration of the Australia New Zealand Food Standards Code, which outlines the requirements for food safety, additives, labelling and genetically modified foods. FSANZ does not enforce this code; enforcement is the responsibility of the relevant departments and food agencies within Australia and New Zealand.

Commercial consignments of imported food are monitored by AQIS to ensure that the food poses minimal risk to public health. It is the responsibility of the importer to ensure that all food they import complies with the requirements of the Australian Food Standards Code (FSC). The FSC is administered by Food Standards Australia New Zealand (FSANZ) and a copy of the FSC can be found on the FSANZ website.

market requirements

14

LABELLING FOR RETAIL

Information that must be labelled on a packaged product includes24:

• Nameordescriptionofthefood• Ausebyorpackingdate• Nameandphysicaladdressofthemanufacturer/importer/distributor: (a postal address alone is not enough)• Informationaboutcertainfoodsandsubstances,ifpresentinafood,mustbeprovidedthrough mandatory declarations, warning statements or advisory statements25. The warning statement need to have specific words and must be at least 3mm except in very small packages. Certain ingredients such as eggs, gluten and nuts need to be declared as they can cause severe adverse reactions in some people.• Alistofingredients:listedfromthegreatestamounttothesmallestamountofingoingweightincluding water.• Useandstorageinstructions• Nutritionalinformationpanel• Countryoforigin–thismustbestatedonallpackagedandsomeunpackagedfoodsoldinAustralia• LabelledinEnglish–theinformationmaybepresentedinotherlanguageshoweveritmustnotcontradict the information presented in English.

The information presented on the labels must be legible and prominently displayed in contrast to the background. The information on the label must also be clear and accurate.

ORGaNIC CERTIfICaTION

Organic certification is required to be performed by a certification agency in Australia that is accredited by the Australian Quarantine and Inspection Service (AQIS), under the National Standard for Organic and Biodynamic Produce. The standards, costs and fee structures varies with each certifying agency therefore these factors need to be taken into account when selecting an organic certification standard26.

Additionally the national standard requires that imported organic products are :27

• Subject to regular inspections by an approved certification organization. Organic certification by New Zealand certification agencies is generally recognised and well regarded in Australia however this should be confirmed with New Zealand certification agency first28.• The certification organization is recognized as the authority in the importing country• Does not contain any substances not permitted by this standard

Labels for organic products must be authorised by an approved certifying agency, and must be labelled with the following information:

• the name and address, or number of the certified operator, and• the approved certifying organisations name, address, and /or logo/trademark; and• other labelling requirements as required by Commonwealth, State/ Territory law.

Imported organic products can be labelled as meeting the Standard if the importer is certified and the products comply with the requirements listed above.

The Australian Standard also specifies that:

• To be labelled as “organic”, at least 95% of the ingredients must be from organic production and the remaining ingredients should be of agricultural origin (or on the list of approved additives).

• To be labelled as “made with organic ingredients”, at least 70% of ingredients must be from organic production and the remaining ingredients should be of agricultural origin (or on the list of approved additives).


COMPETITION

The Australian market for coffee is characterized by intense competition amongst a large number of companies/brands. It is a mature market where there are significant pressures on operation costs and price is the primary basis of competition.

The coffee market can be further segmented into sub-sectors including instant coffee, ground coffee and premium coffee. These markets are generally dominated by a few large companies. The competition is “cut throat”. The large companies have asserted their brand in cafes and restaurants by providing the coffee machines under exclusive arrangements to sell their coffee.

While there is a mass market for coffee there is also a niche market for premium quality coffee. Pacific Island exporters can adopt a niche attitude toward marketing their product, focusing on highlighting differentiating features such as organic; a unique roast profile and the origin of the product. This means low volume supplies of premium grade coffee for specific market segments. Maintaining high quality standards will be imperative for exporting a branded product. A relaxation of the quality standards has the potential to damage a brand particularly a new entrant.

MaRKET PlaYERs

According to the Retail World Annual Report (2011), the size of the retail market for instant coffee was estimated to be about 16,437.1 tonnes and valued at approximately $673.9 million. Overall the leading brands were reported to be Nestle, Sara Lee and Fresh Food Corp with 67.6%, 16.6% and 3% share of the market respectively. Nescafe and Moccona were the dominant instant coffee brands possessing 59.6% and 16.6% of the market respectively29.

The retail market for instant coffee can be further segmented into premium, mainstream, specialty and value coffee. Moccona (61.2%) and Nestle (32.5%) are dominant brands in the market for premium instant coffee. Similarly Nescafe (65.1%) and Moccona (8.9%) were the leading brands in the specialty instant coffee market. Nescafe (90.3%) and Robert Timms (4%) are the leading brands in the mainstream coffee market. International Roast (78.9%) and Bushells (12.7%) dominated the value segment of the instant coffee market.

The size of the retail market for pure coffee was estimated to be 6 million tonnes and valued at approximately $142 million. The main players in the pure coffee market were Cantarella Brothers which account for 38.3% of the market, followed by Valcorp with 18.4% and Sara Lee 20.7%.

The pure coffee market can be further segmented into ground coffee, roast and pulverised coffee. Cantarella Brothers, Valcorp and Sara Lee, in this order, were the main players in these categories. The main brands in the ground and roast coffee market were Vittoria, Lavazza and Harris. Bushells Regular, Oasis and Griffiths were the main brands in the pulverised coffee market.

competitive landscape

15

29The percentages are based on the volume share of the market.


competitive landscape

KEY suCCEss faCTORs

(1) RELATIONSHIP BUILDING: Given the current level of competition in the market, it is imperative that exporters build relationships with their buyers by maintaining regular contact; scheduling occasional visits to the market to visit the buyer; improving delivery orders and supporting the importer/wholesaler with any in-market promotion required to increase sales for the product. It is important to remember that your product must be able to match the high quality, supply consistency, professionalism and service standards of the established international suppliers.

(2) PRODUCT QUALITY: Delivering consistently high quality and reliable supply remain the main selling points for marketing and selling coffee products. The quality of the coffee imported from the Pacific Islands was an area identified than can be improved.

Green coffee beans are assessed on the farm where the beans are graded on size and colour. Generally the preference is for the coffee bean to be ‘cherry red’ rather than a mixture of green and red which is unripened. Black coloured beans are rotten30.

Aroma, flavour, body and acidity are the basic attributes that coffee is evaluated on. Flavour is the most important measurement. Coffee is assessed at every stage of its journey, the most important stages being when the coffee is graded in the country of origin and when it is sold in the importing country31. “Cupping” or cup tasting is a method used to evaluate the coffee and create a flavour profile base d on a set of requirements. The objective is to not only analyse the characteristics and flaws of the coffee but to identify appropriate blends and roasts. Experts in this field are generally used. Despite tasting several cups of coffee, expert cuppers can detect subtle differences in the coffee.

(3) PRODUCT DEVELOPMENT: Innovative products that address consumer demand for convenience and quality provide Pacific Island exporters with good potential to attract interest from Australian buyers. Research and development can help exporters tap into markets by developing coffee blends and new coffee products. For example, the Nomu brand from South Africa developed a coffee rub for flavouring food. There is also a market for coffee in the cold beverages market as iced coffee.

(4) MARKETING: Exporting requires a good understanding the market therefore it is important to research any new market to understand the market potential and what the customer needs. Given the highly competitive nature of the coffee market, branded coffee products will need to develop a point of difference on the market. The importers consulted during this study highlighted that they are interested in products with a point of difference – ‘something exotic.’

Origin stories have featured prominently in the marketing of coffee as consumers take a greater interest in the origin of their coffee. Consumer awareness of the origins of the coffee can lead to repeat purchases and the development of a brand image. Social marketing platforms such as Facebook have been used by roasters to promote the story of the coffee. Typical information highlighted in the marketing of coffee includes the region where the coffee is sourced from; how it is grown; and the contributions to the lives of the growers.

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30Wood, J. (2012, June 7). J. Fuavao, Interviewer.31Ibid.


Ethica CoffeeCredit : PT&I - Chris Brimble

market entry strategies

17

Growth opportunities for coffee exports from the Pacific Islands were identified in:

(1) The market for high quality coffee products particularly single-origin coffee. There is opportunity as a growing market for Pacific Island exporters committed to the consistent delivery of high quality coffee products. Failure to deliver on time can result in losses as one importer noted paying for an empty space in the warehouse when the order was not delivered on time.

The increasing sophistication of consumer tastes has resulted in the coffee market placing greater emphasis on quality over quantity. This is demonstrated in the shift away from instant coffee toward purer forms of coffee as well as a demand for coffee blends. To improve the quality of coffee, research is required into the type of coffee beans used, international grading, quality control, international packaging preferences and marketing strategies for international markets.

(2) Value-added coffee products. Coffee can be applied in other products and developed into other products such as iced coffee. Research is required into the applications of coffee particularly in developing coffee blends. Identify the key markets for coffee; how it is used; and learn the packaging preference and marketing techniques applied in key markets such as Europe and USA.

(3) The market for certified organic and fair trade products in Australia. Traditionally organic products were sold through small/independent retailers however recent years have seen the growth of this category from the mainstream supermarkets. Additionally consumer demand for certified fair trade products continues to grow, with retail sales increasing by 40% on the previous year in 2011. Both trends indicating a growth in value based purchases.

sTRaTEGIC OPTIONs MaRKET ENTRY OPTIONs

Pacific Island exporters looking to sell into the Australian market need to prepare well and carefully assess the market entry options with sound market research and intelligence. Australia has a sophisticated level of channel development therefore several alternative opportunities to reach consumers should be considered and costed before entering 32.

Consideration should be given to the structure and type of channel required for market entry:

(1) Private label supply: Pacific Island exporters can take a private label approach where the product is imported and packaged under another label. The advantage is that the freight and marketing costs are reduced although not entirely eliminated33.

(2) Branded supply: There is an opportunity to export branded products from the Pacific Islands through specialty retailers, the food service and online. It is important to take into account the type of channel used. An important point to note here is the need to consider format differentiation by channel with your product, which is increasingly being requested by buyers in these channels as a means of helping to build customer loyalty.

Exporting is an expensive and can be a complex process. A structured approach to the market is recommended. Research the market prior to engaging in discussions with a buyer to identify the opportunity and understand the process required for export. One of the challenges highlighted by importers of products from the Pacific Islands is the lack of business approach and systems.

32Ibid.33New Zealand Trade and Enterprise. (2012). Food and Beverage In Australia: Market Profile. New Zealand Trade and Enterprise.


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market entry strategies

34 Pacific Islands Trade & Invest. (2012). Exporting Coffee from the Pacific Islands to Australia. Sydney: PT&I.35 Ibid

Credit : PT&I

After researching the market, exporters can begin by visiting relevant trade shows and talking to customers and contacts. This is a cost effective option to test the market and assess market entry options before committing.

In Australia, the main import channels include sales agents, importer/ distributors, direct importer-users and various combinations of these. Sales agents remain the preferred means of doing business in-country, although manufacturer direct buying (preferred supplier arrangements) are becoming more common34. Pacific Island exporters with limited capacity and financial resources may use an agent or distributor before establishing a presence in the market.

For Pacific Island exporters, market entry is highly effective through a commercial importer with the established systems and infrastructure required to handle and distribute the product effectively. Generally Pacific Island exporters will need to find an importer who performs Customs and Quarantine clearance in addition to providing transport and storage functions.

It is important that this importer also has a network of secondary (wholesalers) and tertiary (retailer) buyers that distribute the product so that end users can purchase the product35.

• Company profile• Product range and profile• How long you’ve been in business• Export experience: current export markets if any• Product specifications covering varieties available and any certifications• Supply capacity: what quantities are available• Frequency of supply• Packaging: how the coffee is packaged.• Terms of trade (minimum orders etc.)• Shipping/Freight schedules• Price of your product range• Business card with a list of all contact details

To further gauge the interest of prospective buyers or simply attain feedback, it is recommended that samples of coffee products are provided.

Once a business relationship with a buyer is established, it is important to build this relationship by maintaining regular contact; scheduling market visits to meet with your buyer face to face to discuss opportunities for improvement; improving delivery orders and support the wholesaler with in-market promotions required for your product.


OTHER PT&I OFFICESAuckland +649 529 5165Beijing +86 10 6532 6622Tokyo +81 3 5259 8419Geneva +41 22 730 1732

FAO Sub-Regional Office for the Pacific IslandsApia, SAMOAPhone: +685 20710Email: [email protected]: www.faopacific.ws

Food and Agriculture Organization, Head Office Trade and Markets DivisionViale delle Terme di CaracallaRome, ITALYPhone: (+39) 06 57051Website: www.fao.org/economic/est/en/

Pacific Islands Trade & Invest (PT&I)171 Clarence StreetSydney, NSWAustraliaPhone: +612 9290 2133

Email : [email protected] Web : www.pacifictradeinvest.com

PACIFIC ISLANDS PRIVATE SECTOR ORGANISATIONLot 3 Goodenough StreetSuva, FijiPhone: +679 773 6301Website: www.pipso.org

SECRETARIAT OF THE PACIFIC COMMUNITY (SPC)Increasing Agricultural Commodity Trade (IACT) Project3 Luke Street, NabuaSuva, FijiPhone: +679 3370733Email: [email protected]: www.spc.int/lrd/

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FOOD AND AGRICULTURE ORGANIzATION (FAO) OF THE UNITED NATIONS

KEY REGIONal ORGaNIzaTION CONTaCTs


Australian Quarantine and Inspection Service. (n.d.). AQIS: Import Conditions. Coffee beans - green. Retrieved August 21, 2012, from Australian Quarantine and Inspection Service: http://www.aqis.gov.au/icon32/asp/ex_casecontent.asp?intNodeId=8919053&intCommodityId=896&Types=none&WhichQuery=Go+to+full+text&intSearch=1&LogSessionID=0 Deloitte. (2010). Global Powers of the consumers products industry 2010: Extracting Value. Food & Agriculture Organization of the United Nations. (2006). World agriculture:towards 2030 / 2050. Food and Agriculture Organization of the UN, Rome. International Supermarket News. (2010, December 2). World: Supermarket chains predicted to continue to dominate food sales . Retrieved August 21, 2012, from Fresh Plaza: http://www.freshplaza.com/news_detail.asp?id=58721 International Trade Centre. (2006). Marketing Manual and Web Directory For Organic Spices, Culinary Herbs and Essential Oils. Technical Paper, International Trade Centre (ITC). International Trade Centre. (2010). Trends in the trade of certified coffees. Geneva: International Trade Centre. Macri, T. (2012, June 6). (J. Fuavao, Interviewer) Mitchell, A., Kristiansen, P., Bez, N., & Monk, A. (2010). Australian Organic Market Report 2010. Chermside: Biological Farmers of Australia Ltd. Morgan, D. (2012, June 6). (J. Fuavao, Interviewer) New Zealand Trade And Enterprise. (2011). Export Guide: Organics and Green Market in Australia. Market Profile. New Zealand Trade And Enterprise. New Zealand Trade And Enterprise. (2012). Food And Beverage In Australia: Market Profile. New Zealand Trade and Enterprise. Organic Industry Export Consultative Committee. (2009). National Standard for Organics and Bio-Dynamic Produce. Canberra: Australian Quarantine and Inspection Service.

Pacific Islands Trade & Invest. (2012). Exporting Coffee from the Pacific Islands to Australia. Sydney: PT&I. Paish, M. (2012, May 29). Resilient cafe culture signals future growth for Australia’s coffee shop industry. Retrieved August 29, 2012, from Australian Food News: http://www.ausfoodnews.com.au/2012/05/29/resilient-cafe-culture-signals-future-growth-for-australias-coffee-shop-industry.html United States Department of Agriculture. (2012). Coffee: World Markets and Trade. USDA. Ward, M. (2012, June 5). (J. Fuavao, Interviewer) Wood, J. (2012, June 7). (J. Fuavao, Interviewer)

REfERENCEs

20EXPORTING COffEE TO ausTRalIa

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Exporting Coffee to Australia

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