The Passion Vine
The Passion Vine – December 2012
Post Office Box 321 Pomona QLD 4568
December 2012
Executive Report
Newsletter of Passionfruit Australia Incorporated
By Jann Bonsall
From my desk there has been LOTS happening over the past few months. I received a broadcast email from a promotional company in Melbourne offering opportunities to advertise on trains in Melbourne for a period of three months. I passed it through to Shanka at HAL and low and behold it all happened. There’s more about the project later in the newsletter. The President and I went to the HAL Forum in Sydney on November 21 and 22. There were some very interesting sessions but the highlight of the event for us was the Awards Dinner. The full story of it all appears later in the newsletter. And then there was the Road Show which I know for a fact would have had more of you participating, but as with all events, it never fits in with every regions planting/picking schedule. We’ll make sure that the next Road Show occurs at a different time so others get the opportunity to “play”. Needless to say, it was an excellent day full of information and understanding of
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the new R&D structure at Boggo Road and Steritech. More of that later. The application to Office of Horticulture Market Access (OHMA) to export passionfruit to New Zealand was finalised early October and the feedback from the review committee was based on the treatment of fruit fly. When I explained that PAI were in the process of approving a proposed Assessment of nutritional profile and fruit quality of irradiated passionfruit which will be finalised at the IAC meeting in February, the application was put on hold until those outcomes are available. You will find an information sheet and questionnaire inserted in the newsletter which we would dearly love you to return at your earliest convenience. Details on the sheet. The PAI Executive met at the EcoScience Precinct on October 24th and discussions undertaken apart from those already mentioned were: On-going work with the Virus Elimination Project (a report later in the
newsletter) Finalisation of the Consultation Agreement with HAL which included the funding of the Road Show Update on what was happening in the chemical arena directly affecting passionfruit. The Phos Acid project has just commenced and is due for completion at the end January 2013. Request that a letter be sent to nurseries. There is more about this in the President’s Report. It was agreed that Tina McPherson attend the HAL/ Woolworths 2 day workshop in Sydney on October 14 and 15. Report later in the newsletter.
The next PAI Executive Meeting will be held prior to the IAC meeting in February. So now we are on the serious countdown to Christmas. From all current indications it should be a great season for passionfruit so I truly wish you all a very Merry Christmas and a safe, happy and prosperous 2013!
The Passion Vine – December 2012
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Association Address PO Box 321 Pomona QLD 4568. Mobile 0418 883 753 Email admin@passionfruitaustralia.org.au
Executive Committee President Keith Paxton 38 Atkinsons Road, Woombye, QLD 4559 Phone (07) 5445 9387 Fax (07) 5445 9323 Email kipaxton@bigpond.com
Executive Officer (Secretary/Treasurer) Jann Bonsall PO Box 321 Pomona QLD 4568 Phone 07 5485 4402 Email admin@passionfruitaustralia.org.au
Vice President Ian Constable “Nunderry” 260 Boyds Lane Dulguigan via Murwillumbah NSW 2484 Phone / Fax (02) 6672 6826 Mobile 0428 181 246 Email ianconstable11@bigpond.com
PAI FEES New Grower or Processor Membership fee : $187 incl GST, joining fee and lobby fees Grower or Processor Membership renewal : $143 incl GST and lobby fees. Other classes (Nurseryman, seller, agent or associate) : $231 incl GST and lobby fees. Memberships run with the Fiscal year from July 1st to June 30th each year irrespective of date joined. Membership lapses if not renewed within three months of end of the fiscal year. Plant Royalties are due on propagation or purchase of all PAI varieties - Fees are payable to PAI executive officer : $0.35 per plant for PAI members, otherwise $0.70 for all non-members.
Committee Members President Vine Committee Steve Gray Vixies Road, Wonga Beach, QLD 4873 Phone / Fax (07) 4098 7202 Email steve_trish2@bigpond.com.au
Member Peter Griffiths 408 Dahl’s Road, Calavos, QLD 4670 Phone/Fax (07) 4159 7394 Mobile 0429 656 922 Email peteandsally4@bigpond.com Member Sean Russell (JE Tippers) PO Box 27, Brisbane Markets, QLD 4006 Phone (07) 3379 1041 Fax (07) 3379 4817 Mobile 0418 158 331 Email sean@jetipper.com.au Member William Wise 131 Cranneys Road, North Tumbulgum, NSW 2490 Phone (02) 6676 6099 Email libmcq@hotmail.com Member Tina McPherson 15 Zinks Road, Bundaberg, QLD 4670 Phone (07) 4159 3001 Fax (07) 4155 6744 Mobile 0428 415 930 Email tina@tinaberries.com.au
Member Jim Gordon PO Box 119, Yandina, QLD 4561 Phone (07) 5446 7536 Fax (07) 5446 7524 Mobile 0403 185 961 Email jill_88@msn.com
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Passionfruit Australia Incorporated Industry Advisory Committee PH: 07 3374 0453 Mob: 0413 101 646 Email: diannefullelove@optusnet.com.au
Dianne Fullelove
Chairperson PO Box 913, Kenmore, QLD 4069
Jane Wightman
HAL Suite 2, Level 5, 87 Wickham Terrace Spring Hill, QLD 4000
Peter Rigden
QLD Government DAFF, Maroochy Research Station, PO Box 5083, SCMC, QLD 4560
PH: 07 5453 5927 FAX: 07 5493 5901 Email: peter.rigden@deedi.qld.gov.au
Cherie Gambley
QLD Government DAFF, Redlands Research Station, PO Box 327, Cleveland, QLD 4163
PH: 07 3824 9543 FAX: 07 3286 3094 Mob: 0429 872 410 Email: Cherie.gambley@deedi.qld.gov.au
Ian Constable
PAI Executive “Nunderry” Dulguigan 260 Boyds Lane, via Murwillumbah, NSW 2484
PH/FAX: (02) 6672 6826 MOBILE: 0428 181 246 Email: ianconstable11@bigpond.com
Steve Gray
PAI Executive Vixies Road, Wonga Beach, QLD 4873
PH: (07) 4098 7202 Fax: (07) 4098 7202 Email: steve_trish2@bigpond.com.au
Keith Paxton
PAI Executive 38 Atkinsons Road, Woombye, QLD 4559
PH: (07) 5445 9387 FAX: (07) 5445 9323 MOB: 0427 625 946 Email: kipaxton@bigpond.com
Tina McPherson
PAI Executive 15 Zinks Road, Bundaberg, QLD 4670
PH: (07) 4159 3001 FAX: (07) 4155 6744 MOBILE : 0428 415 930 Email: tina@tinaberries.com.au
Sean Russell
Marketing PO Box 27, Brisbane Markets, QLD 4106
Mob: 0404 309 877 Email: jane.wightman@horticulture.com.au
PH: (07) 3379 1041 FAX: (07) 3379 4817 Mob : 0418 158 331 Email: sean@jetipper.com.au
Bank account details Passionfruit Australia Incorporated BSB: 124-187 Acc No.: 21655088 If direct debiting please ensure to quote your name or membership number
The Passion Vine – December 2012
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President’s Report By Keith Paxton Well it is Christmas time again and this year has been a trying one for farmers. First half of the year it would not stop raining causing farmers all sorts of problems, flooding and disease in our orchards. Then the rain stopped and has found it hard to start again. One plus of dry weather is that we usually get high grade fruit due to low disease pressure. The prices for passionfruit have fluctuated more this year than normal. Our promotion levy came into play this year with our first promotional campaign. The marketing committee put a lot of time and effort into getting our promotion activity going. I would like to thank Bruce McPherson for the effort he put into developing the marketing plan. Bruce retired this year from the executive and Tina, his wife has taken over from him. Tina is the first lady to be elected on the executive and I am sure will be a great asset. Currently our levy returns are on track and hopefully we will experience good production and get a better than predicted levy return this year. Unfortunately our plant royalties have not come up to expectations this year. PAI have sent a letter to our nurseries asking for figures for PAI varieties, but as yet we have not received this information. Getting this information may shed some light on what varieties and amounts are being planted this year. At the time of writing this our plant royalty income is down almost 50% on normal. This is quite disturbing as the plant royalty
income stream has been the life blood of this association. Our trialists in the south have received their trial vines for this season, also plants from the trial planting last year, one selection from Ross Brindley's farm. Let’s hope it is a winner. There will be an insert in this edition relating to a trial proposed using irradiation. This trial will allow us to develop a protocol to one day export passionfruit. I would urge all growers to give PAI a direction whether to go ahead with this trial or not. It is important for growers to have input into the direction the industry goes. Have your say. Thanks to Jann and the Executive for the effort put in to running the Association this
year. Thanks also to Dianne Fullelove and Jane Wightman and Cherie Gambley. Season’s Greetings and a Merry Christmas to all.
Vine Trial Report Steve Gray reported that to date trialists had received plants based at Bundaberg on last year’s vines (PAI 1.12): SEQ 12 and NNSW 8 This year there has been 241 vines from 4 selections (7, 8 9 11) being delivered to SEQ 145 and NNSW 98. The next batch of 50-60 to Bundaberg and FNQ 12-17 will be delivered in December.
Correction By Jann Bonsall In September’s Passion Vine there was an error in the President’s report. The section of the Chemical Report regarding the permit for Cabrio should have read as follows. As the co-producer of the magazine I’m really sorry if it caused any confusion. The APVMA have requested the passionfruit industry establish an MRL for the use of phos acid within the lifetime of the current permit. Quotes have been sought from 2 service providers to conduct the trial to establish an MRL. PAI applied for a permit for Cabrio. Unfortunately due to not enough data the permit was granted with a WHP of 21 days. We have since established a trial to reduce the MRL to 1 day. Hortis were selected to conduct the trial and fortunately for the industry, BASF, the company that produces Cabrio, have agreed to help finance and extend the trial to include registration.
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Regional Roundup From the growers...
Far North Queensland By Steve Gray Hi Everyone, For the last few months there has not been a lot happening except chasing passionfruit seven days a week, but when the price is up it is all worth it. We had a spectacular experience of a total solar eclipse on Wednesday which made finding fruit under overhead vines a little challenging. Day turning to night was an eerie feeling. All the crew did not expect it to be so dark. The time of year has come for us to pull all our vines out and replant, so there might be a few spare days to wet a line. Until next time, Merry Christmas and a Happy and Prosperous New Year to All !!!
NSW Area By Ian Constable After such a wet start to the year, we’ve had very little rain since the AGM. Last weekend we got about 50mm but now we’re being attacked by hot dry winds which are knocking the newly planted vines about badly. Northern Rivers Growers Group have planted this year’s crosses in the Duranbah block and all the group members have their crosses from last year’s plants. The crop currently hanging is medium size but very good quality which is probably due to the dry weather. It would appear from
current observations that most Tweed growers will be up to full production in the next three to four weeks. Merry Christmas from all of us in NNSW
The Sunshine Coast By Keith and Judy Paxton Well the rain came and went. Some areas around us got good falls, we managed to get 18mm. but already the grass is turning brown again. It is amazing how crops react to a bit of rain. Our vines really picked up after the shower. Hopefully we are supposed to get some good rain this weekend. We have started to pick up a few boxes of fruit. One thing that is noticeable, probably due to the dry conditions, we cannot find a spot on a fruit in the orchard. This year we planted our young vines on Pandora root stock and they are looking the best we have ever had our new planting. Even the leaves have remained on the root stock and the vines are dark green with no disease. Normally we would hope to have our vines up to the wire before Christmas, and unless something changes all our young vines will be on the wire before the end of November. Last year we planted 6 rows on Pandora and in their second year they are well ahead of all the other plants. Hopefully the root stock will not weaken in time. Until next time, Keith & Judy.
Bundaberg Area By Peter Griffiths Hello everyone. In the Bundaberg region we are all smiles as very little rain has allowed a good fruit set and minimal disease for the up coming summer crop. Some local growers are just starting to harvest their Misty Gems and cash in on the declining market prices. My Panama are still about 2-3 weeks away which should hit the Christmas market which generally still has a good price. The only down side of recent weather conditions is 2-3 weeks of strong winds, from all directions, which have really hammered the newly planted vines. One local grower is considering planting inside his large enclosed shadehouse which would greatly reduce the wind factor damage on the young vines. Should be an interesting experiment. That’s all until next time. Thanks.
Letters to the Editor Don’t forget to send your letters to the Editor to admin@passionfruit australia.org.au or post to PO Box 321, Pomona, Qld 4568
The Passion Vine – December 2012
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Moraitis Group Pty Ltd
For information regarding administration issues for Passionfruit Australia Incorporated please contact:
Jann Bonsall PO Box 321 Pomona QLD 4568 Ph: 07 5485 4402 Email: admin@ passionfruitaustralia.org.au For variety and plantings issues please contact your local Executive Member as listed on page 2. Other enquiries can be made through Queensland DPIF on their call centre number 132523 All contributions concerning the industry are most welcome.
The Passion Vine is edited by Jann Bonsall and Jenny Drew The advice and opinions in the articles published in The Passion Vine are essentially those of contributors and do not necessarily reflect the views of Passionfruit Australia Incorporated or the Editor. The advice given is at the readers own risk, and no responsibility is accepted for the accuracy of the material presented. Inclusion of an advertisement in this publication does not necessarily imply endorsement of the product, company or service by Passionfruit Australia Incorporated or the Editor.
Leaders in fresh produce Moraitis core products include : * Passionfruit * Melons * Pumpkin * Cherries * Onions * Strawberries
* Potatoes *Tomatoes * Bananas * Citrus * Garlic * Avocadoes
Moraitis is a national company in the leading position as a fully integrated supplier of fresh fruits and vegetables in Australia. Moraitis have a dedicated team focused on satisfying Grower and Customer needs, who are devoted to providing flawless 24/7 supply and service solutions,to the retail supermarket chains and independent fruit markets all around Australia. The Moraitis base is unique because of the wide range of customers’ serviced, and our ability to supply consistent quality and service 12 months of the year. Australia’s leaders in the fresh produce industry – Moraitis has National distribution capabilities and is located Australia wide.
For passionfruit enquiries please contact Debra Scarfe : Exotic Fruit Category Mobile: 0416088615 Email: dscarfe@moraitis.com.au
PAI Licensed Nurseries Birdwood Nursery
71 Blackall Range Road, 07 5442 Nambour 4560 1611
J&V McLeod
Campbell’s Road, Dungay 2484
Widebay Passionvine Nursery
408 Dahls Road, Calavos, Bundaberg 4670
02 6672 3503 07 4159 7394
Peter Kallinis : Category Manager Mobile: 0412 141 536 Email: pkallinis@moraitis.com.au Matthew McInerney: National Sales Manager Mobile: 0417 468 828 Email: mmcinerney@moraitis.com.au Moraitis Wholesale NSW Stand 52, A Shed Sydney Markets NSW 2129 P.O. Box 75 Sydney Markets NSW 2129 T: +61 2 9764 2370 F: +61 2 9764 2218
Contact Moraitis for more information on our website www.moraitis.com.au For general enquiries regarding our business or products please send an email to info@moraitis.com.au or call our customer service number 1 800 657 010
The Passion Vine – December 2012
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Australian Passionfruit Advertising in Melbourne Metro Trains By Shanka Dharmaratne, HAL The Australian Passionfruit marketing program recently finalised a billboard advertising campaign across the Melbourne Metro train line. This activity was a first for the industry in promoting the product utilising the mass transit advertising medium and is aimed to gain a positive uplift in sales for the Melbourne region over the next three months. The banners were designed specifically to promote
passionfruit for the summer months in Melbourne, using the tagline “Every Kitchen Needs Some Passion�. The advertising package includes 30 billboard banners (74cm by 30.5cm) placed in 30 train carriages throughout the metro train network. These banners will on average be seen by up to 10,000 commuters on any given day at a significantly small cost to the industry at $1.30 a day per banner (over 3 months). Overall
the campaign on its own is expected to reach up to 3.15 million views over the period. The advertising in these trains were placed on the 1st of November 2012 and will be carried onwards until the 30th of January 2013, which includes the Christmas and New Year periods when passionfruit is in plentiful supply.
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Remember to email your ads to the Secretary * PASSIONFRUIT GROWERS AND SUPPLIERS OF
FOR SALE ASP Passionfruit Grader As new condition Grading to 4 sizes $2,600 gst inclusive ono Sunshine Coast Ph : Kev 0419 760 686
* GRAFTED PASSIONFRUIT Misty Gems DPI - Approved rootstocks * SEEDLINGS Pandora Red Panama
Hand pollinated Pandora rootstock available.
FOR ORDERS / ENQUIRIES Please ph/fax 07 4159 7394 Peter Griffiths 0429 656 922 Sally Griffiths 0401 656 922
408 Dahls Rd, Calavos, Bundaberg Q 4670 Email – peteandsally4@bigpond.com
The Passion Vine – December 2012
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Partnering Produce with Retail – Joint Working Groups Woolworths Supermarkets & HAL Fruit Member Industries The Sebel, Sydney, November 14th – 15th The first of the Joint Working Groups events to be hosted by HAL and Woolworths was held recently in Sydney. Attendees at the workshops included HAL representatives, Woolworths National and State-Based Fruit buying teams and those in support functions including Logistics, Quality Assurance and Operations, and representatives from respective fruit industries. The workshop focus was upon working collaboratively to solve issues and develop opportunities, and relied on building relationships and sharing crossindustry learning. The workshop’s intention was to be the start of an ongoing and meaningful collaboration with Woolworths with a view that the outcomes will lead to increased consumer satisfaction and help expand the commercial viability of horticulture. Prior to the commencement of the Joint Working Groups Forum attendees were asked to provide their desired outcomes that were then consolidated. They were as follows: Build relationships Increase demand; identify initiatives for mutual benefit to grow the category Woolworth’s and industry to better understand each other’s businesses To learn about other product categories To work together as a horticulture industry A commitment to agreed initiatives
Improve communication
between Woolworth’s, industry and growers Regular planning meetings with Woolworth’s with open two way dialogue Improve grower profitability/ sustainability Greater insight and understanding about the consumer Obtain information to feedback to growers/suppliers about improving their product Resolve specific category issues (both short and long term) Help educate store staff and consumers about handling and display of fruit. For each category, the respective Woolworth’s Buyer and the leadership team from each member industry separately completed a brief assessment of their category. This assessment included a review of the category Consumer Insights and a SWOT analysis (Strengths/ Weaknesses/Opportunities/ Threats). This information is available on request but was too lengthy to include in this report. During the workshop the information was used as a platform to generate discussion to help identify the most appropriate and relevant priorities for each category, and ultimately develop the most relevant solutions and actions. In order to achieve a workable format during the workshop
the 19 fruit categories were combined into 8 larger groups based on their size and similarities. These are listed below. The need to group fruits into these categories resulted in some broad generalisations having to be drawn when working together as a group, however the group endeavoured where possible to overcome this and focus on individual challenges for each fruit when necessary. An example of such a challenge was the variability in the seasonality of fruits represented in the “Exotics” group. Papaya and passionfruit are available generally year round. Lychees and custard apples have very distinct seasons.
Group Number
Category Groupings
1
Citrus
2
Apples & Pears
3
Avocadoes
4
Bananas
5
Stonefruit : Summerfruit, Cherries
6
Tropicals : Mangoes, Pineapples, Melons
7
Grapes & Berries : Table Grapes, Strawberries, Raspberries & Blackberries
8
Exotics : Lychees, Custard Apples, Passionfruit, Papaya, Persimmon
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The key combined Consumer Insights for the Exotics Group were the following : Key Consumer Insights 1. Generally an impulse purchase for non-loyal buyers and considered unique/exotic
6. Lychees and Passionfruit have higher penetration with the younger generation
2. An occasional purchase and low penetration (c. 1030%), higher penetration amongst ‘foodies’ and ‘adventurous cooks’ (high loyalty by a few)
7. Low awareness and understanding of varieties, seasonality and nutritional benefits; little awareness that Papaya and Passionfruit are available all year round
3. Average consumer tends to be older (50+), younger consumers are reluctant to experiment and trial (Papaya, Custard apples and Persimmons) 4. Consumers lack knowledge on how to select, prepare/peel, or what to do with the fruit (usage ideas) 5. Main purchase drivers include look and feel (smell for Passionfruit)
8. In-store focus is important; POS needs to be educational and also convey value credentials and benefits 9. Generally higher volumes are sold through specialist independent retailers rather than major supermarkets 10. Value for money is important and a high entry price point can be a barrier
Following lengthy presentations on the how they see each category positioned and the opportunities that exist, groups worked together to identify key consumer needs and practical solutions that industry, HAL and Woolworths could put in place to overcome problems or enhance the purchase experience for consumers. The passionfruit industry (represented by Tina McPherson) was fortunate that our small working group included dynamic representatives from the Lychee industry and the Custard Apple industry, Derek Foley and Ros Smerdon respectively. In addition we worked together with Shanka Dharmaratne, our marketing representative at HAL; Ben Gudex, the first agronomist Woolworth’s have employed in their fresh produce section; and Colin Griffin, the Woolworth’s Fruit 2 buyer from Western Australia.
Dissemination of information resulted in us highlighting three key consumer insights or needs. These included: Education and knowledge. The consumer requires more detailed education and knowledge about these products in order to be able to make more confident purchases. They need to know not only how to select the product, they need to know how to store it, how to prepare it and some ideas on how they might use it. Fruit must meet Expectations Too often through lack of storage and handling knowledge by both the retailers and the consumers, and also through growers supplying inferior product to market, the product fails to meet the expectations of the customer and they are
reluctant to purchase it again. Price Barriers The volatile nature of the production of these ‘exotic’ fruits and their market supply means that a consistent pricing is not achieved. High prices become a barrier to regular purchase.
During the workshop the Exotics group discussed a number of initiatives that involved cross category information sharing and the possibility of working together in some marketing initiatives. At HAL we are all represented in the marketing department by Shanka. Given that we are all working with limited budgets we discussed the possibility that into the future we may be able to pool resources in certain areas to maximise returns on our marketing investment. Educating consumers and retailers was one of these particular areas with the scope for joint activities.
The Passion Vine – December 2012 Woolworths were genuinely receptive to ideas from industry and equally collaborative with ideas and solutions for the opportunities that exist for the different fruit categories. The level access to Industry, Hal and Woolworths representatives in an informal and convivial setting is invaluable for all stakeholders and is the most tangible outcome in the immediate post workshop debrief.
consumer demands in their stores and for Woolworth’s to better understand our production; implementation of education programmes for Woolworth’s retailers and consumers to better understand storage, handling and use of passionfruit and finally on the ability of the smaller industries to collaborate as a unified presence to achieve some of these goals.
To gauge the success however, of the Joint Working Group, will certainly take longer. Over the coming year the success of Passionfruit Australia’s participation in the Joint Working Group forum will be measured by several key factors which include the industry and Woolworth’s liaising more closely to understand
As a group of “Exotics” we agreed as an aspiration, we would like our fruits to be a destination within Woolworth’s stores and at that destination seasonal fruits would be highlighted, education would be available through touch screens, web links, apps and QR codes, storage temperatures would be
Page 11 optimal, and usage of the fruits would be highlighted. Given that “…facilitating a sustainable and profitable production sector by increasing demand for Australian passionfruit in line with increasing supply” is one of three key objective’s outlined in Passionfruit Australia’s Strategic Plan, working together with Woolworth’s to increase consumer confidence in our passionfruit and thereby increase demand will continue to form part of the marketing activities. Over the coming year The Passion Vine will continue to highlight marketing activities undertaken both with Woolworths, other fruit categories and the continuing initiatives that are in place.
The Passion Vine – December 2012
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