Market trends in focus at Citrus Australia forum

Tickets have sold out for the highly anticipated bi-annual Citrus Australia Market Outlook Forum – the only national event for the citrus industry for the year.

More than 150 representatives from the growing, packing and marketing sectors of the citrus industry will attend the Forum in Sydney on March 14 and 15.

“With the Australian citrus industry in a buoyant phase, thanks to strong export markets and continued unprecedented demand, this Citrus Australia event will be a unique chance to be part of the conversation to set the industry’s course for the next five to 10 years,” Nathan Hancock, CEO of Australia Citrus, said.

“The key players in the country’s citrus industry will gather in one venue and hear from an impressive line-up of speakers from both Australia and overseas.

“This event will provide unparalleled opportunities to learn and network,” he said.

World-renowned experts will present on current and future trends in the export and domestic markets, including the impact of e-commerce and other technologies.

One of the event’s keynote speakers Tristan Kitchener will discuss how the Australian citrus industry can take advantage of the seismic shift that e-commerce is creating in the retail sector.

Amazon entered Australia’s e-commerce landscape to much fanfare last year, and its impact on the sector is yet to be fully realised. Tristan highlights that Amazon has 320 million products compared to Woolworths’ 20,000 and Coles’ 17,000. He said the tech giant also has “phenomenal ability” to use data to forecast changing consumer behaviour.

He said business such as China-based online marketplace Alibaba provide an unprecedented opportunity to market high-quality produce to Asian’s middle class, as more than 400 million consumers use Alibaba across Asia.

Tristan advocates for supply chain members to collaborate more closely to better understand consumers and meet their needs.

Fellow speaker Noel Shield is CEO of JWM Asia Holdings Limited, part the Joy Wing Mau group that is the biggest distributor of fresh produce in the Asian region. He will share his insights into Asia’s changing retail landscape and suggests that, as a high-cost producer, Australia must shore up its position as a high value, high quality, niche marketer.

The Citrus Australia Market Outlook Forum will be held at the Australian National Maritime Museum, in Sydney’s Darling Harbour. Complementing the extensive program are the social events, including a pre-dinner event aboard the HMAS Vampire and an Official Dinner.

Using the hashtag #CAForum18, attendees can continue these conversations online.

For more information about the event, visit

Publication date: 2/22/2018