Manbulloo Mangoes A Case Study

Emerging Opportunities for Australian Horticulture

in Korea

Manbulloo mangoesAustralia’s finest mangoes

ProductionandDistribution

Harvest

Packhouse

PACKHOUSES

Horseshoe Lagoon & Manbulloo Katherine

HARVEST SEASON

Late Sept – Late Jan

New PlantingsManbulloo Katherine

Growth

Teamwork

DomesticSupply Chain

COLESSUPERMARKETS

Quality

Consistency

PRODUCTION PACKHOUSE ROAD TRANSPORT RIPENER COLES DC COLES SUPERMARKETS

Nation-wide distribution

Manbulloo Mangoes – An Opportunity in Korea !!

• Protocol agreed and signed in 2006

• First commercial shipment of Australian mangoes exported by Manbulloo in November, 2010

• Volume sent during 2010/11 harvest season was 3 tonnes

• Volume now between 60 and 100 tonnes annually and growing

Promotion

Relationships

The Korean Opportunity

Retail Supermarket Chain Case Study 2014

7 Weeks after placing Australian mangoes on retail shelves:

Revenue from Australian Manbulloo mango sales (2 for 29900 yuan)

equalled

Revenue from Thai variety mango sales (3 for 12000 yuan)

(in stores for 7 years)

The Korean Opportunity

• Koreans love fruit !!!

To purchase for personal consumption and to give and receive as gifts

• From a very low based prior to 2010, Korea imported US$48 million of mangoes in 2016

• Australian has unique varieties – the R2E2 and Kensington Pride are both very well liked by Korean consumers - based on market research and purchasing behaviour

• The Australian product is considered unique,high value and high quality

The Challenges !!

• Very difficult biosecurity protocol

• Government constraints – Australia and Korea eg inspections, changes in MRLs for plant protectants

• Initially the high tariff for mangoes – 30% (now 15% due to KAFTA and more competitive)

• Initially finding the right partners

• Supply chain management of Australian varieties

• Emerging competition – Peru (same time slot)

The Rewards

Manbulloo Brand presence in Korean mango market - Consdiered a market leader for high quality, great tasting mangoes

Korea represents an opportunity for growth with fresh mangoes, other horticultural products and value add products

Great development of relationships with Jinwon our distribution partner and retail customers

Learnings from Supply chain management, marketing, IT and from being involved in Korea – an innovative, ever evolving and dynamic country