Virtual marketing program creates new Indonesian markets for WA fresh produce

  • WA fresh produce to feature in ‘Fresh Flavours of WA’ promotion in high-end Indonesian supermarkets
  • Virtual marketing innovation takes advantage of opportunities created by new Free Trade Agreement to forge new markets
  • Western Australian fresh produce will be featured in high-end Indonesian supermarkets over the next month, thanks to a new trade agreement and an innovative virtual marketing initiative.

    Locally grown Bravo apples, three varieties of table grapes and premium onions will be showcased in a ‘Fresh Flavours of Western Australia’ promotion in more than 10 stores across Greater Jakarta.

    The opportunity was leveraged from the new Indonesia – Australia Comprehensive Economic Partnership Agreement signed in 2020, which has helped improve market access to WA’s fifth largest export customer for agrifood and beverages.

    The trade relationship was forged by a Virtual Business Matching Program, developed by the Department of Primary Industries and Regional Development and the Department of Jobs, Tourism, Science and Innovation, supported by the WA Government office in Jakarta.

    The program overcame international travel restrictions by using digital communication platforms to engage with buyers, including live virtual tours of farms and packing and processing facilities, enabling participants to view local operations and ask questions in real time.

    This is the first time Bravo apples and table grapes have been exported to Indonesia, following successful shipments of carrots and onions last year, with the Virtual Business Matching Program signalling interest in growing further market opportunities.

    As stated by Agriculture and Food Minister Alannah MacTiernan:

    “This marketing effort, born from the new trade agreement and the Virtual Business Matching Program, has led to the first ever shipments of premium WA fresh produce to Indonesia via importer PT Mulia Raya.

    “The local participants in this program, including WA Farm Direct, Fruitico and Patane Produce, have adapted to the new operating environment and pursued innovative channels to capture market opportunities.

    “This export success story really is a triumph of WA’s pioneering spirit over the global trade challenges created by COVID-19 pandemic.”

    As stated by State Development, Jobs and Trade Minister Roger Cook:

    “WA has been proactive in maintaining and enhancing export markets since the pandemic hit, pursuing unique and innovative strategies to grow our share of the global food market.

    “I am proud of what has been achieved here and look forward to seeing these marketing initiatives converted into new export trade relationships – helping to grow and diversify WA’s economy and create jobs.

    “The WA Government knows that Indonesia is an important market for WA exporters across a range of other sectors, including mining and METS, education and energy. We are committed to continuing our engagement with growing markets throughout Asia to strengthen our economic ties.”

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