Marketing / Supply Chain

Final reports of the following research and development projects can be found at You will need to log in or create a free account before searching for each project using the 'VG' code or project title. Other resources such as fact sheets and handbooks will be uploaded to this website and can be found by clicking the links under each project title.

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consumer and market program for the vegetable industry (project harvest) - phase 2 (vg14060)

Colmar Brunton has been tracking consumer perceptions and behaviour in relation to vegetables through Project Harvest. Twenty-eight vegetables were analysed on a quarterly rotational basis – monthly tracker reports are available on the AUSVEG website. This work provides feedback and insights for vegetable growers who can use it to better understand their customer.

Contact: Denise Hamblin, Colmar Brunton

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new product development information for the vegetable industry (vg14031)

The aim of the project was to help equip Australian vegetable growers and producers with the tools required to innovate and develop new products to maximise the value of their crops. Resources include a how-to guide for developing new, added-value vegetable products; a guide to find Australian companies that could help the grower; and videos from the workshop held during this project. 

Contact: Hazel MacTavish-West, MacTavish West Pty Ltd

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market research around the opportunity to create more vegetable snacking options to quantify market size (vg14024)

The project aim was to determine the size of the opportunity for vegetables in the Australian snack food market by quantifying the total snack food market and to identify opportunities for vegetables within it. Information could be summarised further for growers/processors, including new snack product opportunities and market size/buyer profile. 

Contact: Martin Kneebone, Freshlogic Pty Ltd

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VEGETABLE industry market access and development program (vg13097)

AUSVEG undertakes activities including reverse trade missions, tradeshows, seminars and symposiums to develop export markets and increase market availability for Australian produce. Market development resources including export market snapshots are available on the AUSVEG website.

Contact: AUSVEG

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The aim of the project was to supply growers and other key industry stakeholders with data and insights to support their already extensive knowledge; to enable them to have an informed discussion with their retail partners and with their end client – the consumer. The project provided the vegetable industry with a baseline demographic read of the vegetable industry, by which growers can measure performance of the 15 participating commodities. Monthly reports are available on the AUSVEG website. Also on the website are opportunity calculators, which identify retail opportunities for particular vegetables.

Contact: The Nielsen Company

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Benchmarking australian vegetable industry points of difference (vg13085)

In order to gain a better understanding of what attributes are required to place Australian produce at an advantage in export markets, a benchmarking study was carried out across key export markets into local consumer behaviours and preferences. Australian imports attained a strong, positive brand image, and the country should leverage on the quality of specific produce while improving on price and freshness. Details from the market analysis are available in the final report.

Contact: Ben Dunsheath, Euromonitor International Ltd

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Evaluation of quality assurance software for the vegetable industry (vg13082)

This project provided information for the vegetable industry by identifying a range of QA tools that can assist vegetable growers, including packers, in deciding on the selection and purchase of tools to assist in managing their QA systems.

The final report contains summary tables of QA software and tools, with details of their potential uses and ease of use. It also provides a decision aid for use in the selection of QA software/tools.

QA is a time consuming process for growers and packers, so any software they can use to reduce time input is beneficial and can increase traceability.  

Contact: Belinda Hazell, TQA Australia Inc.

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Financial performance of australian vegetable farms 2013-14 to 2015-16 (vg13068)

Interim reports are available from this project which detail financial performance of vegetable farms by state and size for 2013–2014. Updated data for 2015–16 will be available at the end of the project and would be a useful benchmarking tool for growers. 

Contact: Australian Bureau of Agricultural & Resource Economics & Sciences

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MArket analysis and strategy: broccoli to japan (vg13048)

This project undertook an in-depth market analysis to determine if potential existed for Australian broccoli exports to Japan. The research focused on the current market size and growth trends of the broccoli market (fresh and frozen); market access; market segments; competitors; supply chains; consumer research; and economic analysis. The project concluded that a combination of factors had placed Australia in a position to re-enter the Japanese fresh broccoli market. A desktop research booklet provides a useful summary of the market analysis undertaken. 

Contact: Bronwyn Warfield, Trade and Investment Queensland

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Optimum vegetable portion size to meet consumer needs (vg12094)

This project looked for potential to optimise portion sizes to drive increased purchase and consumption. The research focused on six vegetables including carrots, pumpkin, cabbage, cauliflower, celery and broccoli.

Overall, findings support four recommendations to industry, all of which can lead to increased purchases and consumption:

1.     Retailers will benefit from offering more fairly basic portion options
2.     Removing excess parts of the vegetable will enhance perceived value                 3.     Smaller versions of vegetables should be considered
4.     Industry should provide greater inspiration about how to prepare and store               vegetables.

Summary factsheets on each vegetable are available at the end of the final report.

Contact: Georgina Woodley, BDRC Australia

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Evaluating the success of vg12045/069/070 - barriers & drivers of vegetable consumption and purchase (vg12092)

This project evaluated and summarised findings from three projects completed by different providers on the barriers and drivers of vegetable consumption and purchase. The final report provides a useful summary of barriers and drivers of vegetable consumption and purchase of capsicum, Asian leafy greens, pumpkin, beans, cauliflower and broccoli. The summary can be found as part of the executive summary. 

Contact: Paul Costantoura, Review Partners

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Conveying the positive social, economic, environmental and other benefits of australian vegetables (vg12090)

This project provides a statistical overview of the Australian vegetable industry, value of vegetable trade, value of the vegetable industry by region, modelling the economic value of the vegetable industry, and summaries by vegetable (presented in factsheet style). 

Contact: Paul Costantoura, Review Partners

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Enhancing market attitudes towards ipm and sustainable vegetable production practices (vg12084)

This project had two objectives. The first was to examine the attitude of consumers to insect contamination in vegetables. The second was to determine whether there is likely to be a specific, value added market for vegetables grown using integrated pest management under a sustainability or “ecolabel”. The project involved a bench-top study of these issues and literature review, focus groups with consumers, a national survey and finally the production of a series of short, consumer focused videos which explain the use of beneficial insects in growing vegetable crops.

Contact: Jenny Ekman, Applied Horticultural Research

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Consumer and market program for the vegetable industry (vg12078)

This market research project tracks consumer attitudes and trends, as well as conducting customer market research on areas of interest to the industry.  Colmar Brunton is the project service provider and copies of the monthly reports produced over a three-year period from June 2013-June 2016 are available on the links provided on the AUSVEG website. 

Contact: Colmar Brunton

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CONSUMER attitudes and usage in the green leaf category (vg10094)

This project provides important insights into consumer behaviour when purchasing green leaf salads. The final report contains plenty of results – some of which will still be relevant for grower-marketers. 

Contact: Treena Welch, Harvest FreshCuts Pty Ltd

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Vegbiz - vegetable enterprise decision support systems (vg08021)

A simple computer program was developed to assist vegetable growers with making decisions about what to grow, based on an analysis of potential income and likely operating costs. A link to the tool is available on the AUSVEG website. Factsheets are also available that explain how to use the tool. Check with Gerard Kelly if the tool has been updated since it was produced. 

Contact: Gerard Kelly, NSW Department of Primary Industries

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Horticulture for tomorrow review and update (AH13014)

The Guidelines for Environmental Assurance in Australian Horticulture provide a mechanism for all horticultural producers to assess their level of environmental credentials and to develop a pathway for continuing to improve their on-farm environmental performance. The guidelines contain useful grower resources and links to other resources that could be used directly or modified for future extension material. 

Contact: HAL

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Vegetable snacking options market research - stage 2 (vg15060)

This project will build on the findings of VG14024, and will look at distribution channels, smaller vegetable product forms and overcoming issues and challenges related to using locally produced vegetables in processed snack form. 

Contact: Martin Kneebone, Freshlogic Pty Ltd

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Sensitivity study - impact of increasing exports on the domestic vegetable market (vg15061)

This report will examine the impacts of increasing vegetable exports on the domestic vegetable market, so that the industry can prepare and plan for the forthcoming changes. 

The project will involve desktop research, industry consultations and economic modelling, supplemented by detailed case study research into individual segments of the Australian vegetable market. 

Expected outcomes will be industry being armed with information so as to prepare for forthcoming changes in vegetable exports, especially being informed to make business decisions that will improve profitability and productivity under different export scenarios.

Contact: Deloitte Access Economics Pty Ltd

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Financial performance of australian vegetable farms 2016-2017 to 2018-2019 (vg15077)

This project will complete three further economic surveys of Australian vegetable growers, in the financial years 2016-17 to 2018-19. The proposed three surveys will be an extension of the nine surveys already conducted by ABARES for Horticulture Innovation Australia (Hort Innovation) and its predecessor Horticulture Australia Limited (HAL).

The surveys are designed to collect comprehensive production and financial performance data, production intentions and issues of particular interest to industry stakeholders.

The surveys will be conducted in March to June of each financial year and results will be presented to Hort. Innovation in September.

Contact: Australian Bureau of Agricultural & Resource Economics & Sciences

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Understanding consumer triggers & barriers to consumption of australian indigenous vegetables & asian vegetables (vg15071)

This project is looking into the triggers and barriers to consumption of Asian and Indigenous vegetables. 

Contact: Colmar Brunton