AVOCADO

INDUSTRY REPORT 07 y 08

Avocado program targets

the consumer
The avocado industry is currently in a balanced across a range of activities with a
Climate Change is becoming an ever
phase of significant growth with new strong consumer and market focus.
more important issue for the industry. In
plantings coming into production. This
The second year of the new ‘add an avo’ 2007/08 the industry began contributing
strong increase in production is putting
marketing campaign has been completed. to the horticulture component of the
the domestic market under some pressure
Consumer research was undertaken during National Climate Change Research
with prices responding to supply and
2007/08 to assess the effectiveness of Strategy for Primary Industries (CCRSPI)
demand forces. However, the current
avocado levy investment is very focused the marketing components. This research as part of HAL’s across industry program
on building consumer demand through confirmed all creative elements of the (see page 18). HAL is contributing to the
effective promotion activities and through program are hitting the mark with the project in collaboration with other Rural
research and development projects to target audience. There is no question, RDCs, CSIRO and Federal, State and
help the industry meet consumer needs based on the research findings that the Territory Governments.
and expectations. key messages of versatility and health
The aim is to develop a comprehensive
are being delivered effectively through
Levy income in 2007/08 was significantly research strategy that will allow our
the creative executions. The research
higher than previous years due to the industries to be informed by good
also confirmed that the strategy of the
steady increase in production as well as research and be prepared to respond
campaign is very sound with the focus on
an increase in the levy rate which was to the opportunities and risks presented
recipes fitting very well with the needs of
implemented in April 2007. Total levy by climate change. The scope of the
the target audience.
collection for 2007/08 was $3,375,903. strategy will be broad, covering any
Total program expenditure was A high proportion of the research and issue that needs consideration over the
$2,809,326 with $1,572,707 invested in development projects are aimed at meeting short (3 years), medium (5+ years) and
promotion activities and $1,236,619 in long term (10+ years).
continued on page 2
research and development projects.
Following the recent levy increase, the
implementation of the new avocado
industry strategic plan, developed in
2005, is well on track. There are three
key platforms of the plan which are being
addressed through various projects:
1. Projects to drive revenue growth
2. Projects to improve production and
marketing systems, and
3. Projects to facilitate sound industry
management.
This annual report provides a snapshot
of the key avocado projects undertaken
during 2007/08 through the HAL avocado
investment program. The program is well

These projects have been funded by HAL using the avocado levy and/or voluntary contributions from industry with matched funding
from the Australian Government for all R&D activity.
 Consumer tracking study for avocados
A recently launched ‘on line’ research
study is continuously tracking the attitudes,
behaviours and perceptions of consumers
towards a range of fruits, vegetables and
nuts including that of avocados. The main
objective for carrying out the study was
underpinned by significant factors faced by
many horticultural industries.
Some of these factors were:
• Understanding consumption, attitudinal
and purchase behaviour and category
perceptions of consumers.
• Track effectiveness of product
promotional activity.
• Understanding the impact of these
changes on key performance indicators.
Preliminary results available after the
first two waves of the study have already
shown findings of interest, which will
assist in developing ongoing promotional
strategies. It is clear that respondents
consider all fruits and vegetables are
healthy but they do not differentiate which
fruits should address the ‘two fruits and
five vegetables’ a day recommendation.
Each fruit occupies a different position
Avocado program targets
the consumer continued from page 1
consumer needs. Retail quality surveys
have been initiated and are continuing
to measure, at retail level, exactly how
effectively the avocados on offer at the
retail shelf match consumers’ expectations.
This information will provide a benchmark
to assess improvements over time and will
help to identify priority R&D projects to
better meet consumer expectations.
Other projects are underway to
continually improve the quality of fruit
through the entire supply chain. On farm
quality (and yield) improvement is being
addressed through projects developing
better disease management strategies,
better rootstocks and better canopy
management strategies.
A project is also underway to develop a
test that aims to assess the robustness
of fruit prior to harvest. If successful, this
test will provide a level of confidence for
2
in the market in terms of perceptions, regarding the different types and brands
purchasing, purchase criteria and target. of avocados, as well as its health benefits
for infants. This in turn may bring about
While the ‘Go for 2&5’, campaign is driving
new opportunities for positioning avocados
up consumption, tailored approaches to
marketing avocados has also increased among the wider non-purchasing market in
their perceived value among consumers. the future.
Current advertising of avocados has shown
The tracking study will be reporting on
a significant impact on consumers, with
38 per cent of the respondents stating that the third and fourth phases in the coming
the current advertising would influence months, and will further help develop
them in their future purchases. Television an understanding on the situation of
commercials, in-store advertising and consumers within the industry.
magazines having the highest recall rate
Project MT07065
amongst the mediums.
The study reveals that determining factors For more information contact:
amongst buyers are currently: David Chenu, HAL Marketing Manager
• the look and feel of the fruit T 02 8295 2300
• the price and quality of past purchases E david.chenu@horticulture.com.au
• colour
The study so far has shown that the bulk of
all avocados have been bought from either
a major supermarket (46 per cent) or a
greengrocer (40 per cent).
There is also considerable evidence that
consumers do not have much knowledge
predicting the ability of the fruit from
different orchard blocks to withstand the
stresses through the supply chain.
Better information on product flow
through the supply chain and production
forecasts are also being generated
through projects such as Infocado.
Other market options are also being
explored such as the food service sector
and niche export markets.
It is intended that, through these well
targeted investments using marketing
and R&D funds, markets for Australian
avocados can continue to be developed
to keep pace with the increasing
production in the industry.
For more information contact:
John Tyas, HAL Industry Services Manager
T 07 3394 8220
E john.tyas@horticulture.com.au
Study groups aim for a globally competitive
avocado industry
The combined experience, knowledge
and resources of the Australian avocado
industry are being harnessed to improve
production efficiency and fruit quality, and
meet competition from anticipated imports.
While these challenges need to be
considered at all levels of the supply
chain, this project is directed mainly at the
production levels.
Among Australian avocado growers,
consultants, resellers, research and
development and extension officers
there already exists a valuable source of
knowledge, experience, practical know-how
and solutions to production and quality
problems. Quite often the solutions to
Canopy management workshop on the Sunshine Coast
production problems are already within
the industry. 16 of these in the past year. have gained new information and 70 per
The project brings these people together cent of attendees have indicated that they
Each group chooses the topics for
to share, learn from each other, receive may change their management practices as
their workshops and in the past 12
new information, observe and debate in months these have included: integrated a result of the workshops. Key performance
order to implement better production Phytophthora root rot control, irrigation, indicators are being exceeded.
techniques across the industry and achieve canopy management, biennial bearing, A ‘Positive Points’ self assessment exercise
improved productivity, fruit quality and flowering and pollination, integrated pest covering key orchard management
competitiveness at a global level. management, composting, nutrition and
practices has been developed. It creates
Study groups have been established in coping with wet conditions, maximising
awareness of critical orchard practices,
the main production regions of Australia yields, and supply chain (quality/marketing/
allows growers to rate their management,
quality assurance). Guest speakers
and each group meets once or twice and helps the group identify topics for
have been arranged to address the
per year. The project team designs and future workshops.
chosen topics.
delivers workshops on production issues
that have been identified by members of Minutes were prepared after each meeting Project AV06003
the study groups. Meetings are typically and sent out to all known growers for For more information contact:
held on‑farm and involve a packshed and a that region.
Simon Newett, QLD DPI&F
field component.
Attendance has been growing and T 07 5444 9619
So far, 20 workshops have been held – feedback has been very positive. Growers E simon.newett@dpi.qld.gov.au

Study group at FreshCuts factory, Brisbane

3
 Improved management of avocado diseases
The avocado industry continues to
search for methods to improve the
way it manages diseases in orchards.
This project has provided some clear
guidelines to manage several common
avocado diseases.
Research has shown that clonal rootstocks
are superior to seedling rootstocks in their
tolerance to Phytophthora. Substantial
progress has been made in evaluating
a range of new and traditional avocado
rootstock varieties for their tolerance to
Phytophthora root rot, already showing
that clonal rootstocks tolerate root rot
far better than seedling rootstocks.
Considering their uniform growth, which
allows for easier orchard management,
this makes clonal rootstocks very
attractive. Avocado growers have
been keenly anticipating these results.
Ultimately, this program will provide data
to help a grower decide on the best type
of rootstocks to use when planting a
new orchard.
The devastating pathogen, Phytophthora
cinnamomi, continues to cause root rot
which reduces tree health and eventually
kills the tree. If an avocado grower has
soil infested with this pathogen, it is
essential that they use an integrated
approach to controlling the disease.
Quantifying Avocado sunblotch viroid
incidence in Australia
While Australia appears to have
progressively eradicated Avocado
sunblotch viroid (ASBVd), evidence is
being gathered to support claims of
area‑freedom.
ASBVd causes a serious disease of
avocados resulting in yield reductions of
about 30 per cent and additional losses
through the disfigurement of fruit. ASBVd
is mainly spread in planting material
through the inadvertent use of infected
rootstocks or scions for propagation.
To address this issue, the Avocado
National Voluntary Accreditation Scheme
commenced in the late 1970s and obliges
registered nurseries to test nuclear stock
for ASBVd on an annual basis.
The last official record of ASBVd was in
1989, raising the possibility that Australia
4 may be nearing area-freedom from
Although these approaches can be
effective, it is still possible to reduce the
need to rely on chemicals.
We have shown that a single injection
of phosphonate in late autumn provides
adequate levels of phosphonate in the
roots of the avocado tree to maintain tree
health in the presence of P. cinnamomi in
the soil. This is great news for growers,
who often find injecting twice yearly time
consuming, costly and ultimately, damaging
to the trunks of their trees. Another positive
outcome of our phosphonate studies
is the prospect of being able to spray
phosphonate onto the trunks of trees
with the assistance of a bark translocating
agent. In our studies, this method still
achieved adequate levels of phosphonate
in the roots.
There are also ongoing problems with
fruit quality in the ‘Hass’ variety due to
anthracnose, pepper spot and stem-
end rot. These diseases are caused by
microbial pathogens, the most important
of which is the fungus, Colletotrichum
gloeosporioides. This pathogen infects
the fruit on the tree throughout the season
from fruit set to harvest. However, the
sunken, black lesions which render the fruit
unmarketable only appear once the fruit
starts to ripen on the shelf. This can lead to
ASBVd. According to the International
Plant Protection Convention, claims of
area-freedom should be evidence-based.
Area-freedom surveys require high
throughput diagnostic systems, and for
this purpose, methods utilising a liquid-
handling robot (Beckman Coulter Biomek
3000) have been developed, utilising
magnet beads for nucleic acid extraction.
Two commercial bead chemistries were
compared, both of which successfully
purified ASBVd RNA, although the
Agencourt Chloropure system provided
marginally better sensitivity of detection.
To reduce the number of manipulations
during the real-time PCR assay,
two commercial, one-step reverse
transcriptase (RT-)-PCR kits were trialled
but both kits were less sensitive than the
existing two-step RT-PCR protocol and
therefore no changes have been made to
fruit being wasted in the marketplace and
can make consumers think twice before
buying an avocado.
It appears that a new fungicide treatment,
Cabrio®, has the potential to be added
to the line-up of control measures against
the insidious disease, anthracnose. With
some chemicals falling out of favour and
the increased desire for less chemical
use, adding a more effective treatment is
desirable. Applying silicon, as is commonly
done to boost disease defences, provided
inconsistent results in our trials. The
relationship between the fungus and
the avocado tree is extremely complex
and so silicon applications cannot be
recommended.
Throughout the project, important
information was gathered from growers
from several areas concerning their key
issues. This information will be used for
future R&D projects.
Project AV04001
For more information contact:
Fiona Giblin, QLD DPI&F
T 07 3896 9299
E fiona.giblin@dpi.qld.gov.au
this part of the assay.
Surveys for ASBVd have commenced
in south east Queensland and northern
NSW, targeting older trees (>20 years
old) that would have been exposed to
infection for a longer time and which
would have been planted at a time when
ASBVd-indexing methods were less
reliable. Thus far, 809 trees from four
different properties have been sampled
with no trees found to be infected
with ASBVd, supporting the original
hypothesis of progressive eradication of
the pathogen from Australia.
Project AV07001
For more information contact:
Andrew Geering, QLD DPI&F
T 07 3896 9353
E andrew.geering@dpi.qld.gov.au
Improving yield and quality in avocado
through disease management
A continuing project is improving the
efficiency of avocado fruit production
via sensible and sustainable disease
management.
Tree health and fruit quality in Australian
orchards are compromised by soil-borne
diseases such as Phytophthora root rot and
brown root rot, (caused by Phytophthora
cinnamomi and Phellinus noxius respectively),
and postharvest diseases anthracnose
(Colletotrichum gloeosporioides) and
stem end rot (C. gloeosporioides and
Botryosphaeria spp.).
A rootstock selection and screening
program to select for resistance to
Phytophthora root rot has been an integral
part of research since 2005 conducted in
collaboration with Dr Tony Whiley.
One clonal and three seedling rootstocks
have demonstrated outstanding survival
and growth under severe Phytophthora
disease pressure. Until such material
becomes available, the industry will
continue to rely on potassium phosphonate
to limit loss in productivity due to this
A systematic approach to market access R&D
Market access is a key priority for
Australia’s horticulture industries
including the avocado industry. The
HAL Market Access Research and
Development (R&D) Strategic Plan
administered by the Working Group for
Market Access R&D (WGMARD), has
been revised during 2007/08 under a
Strategic Framework termed ‘Pathways
to Market’. The revised plan will provide
improved focus directly on market
access related R&D for a wide range of
pests using a multi industry approach,
where possible.
The revised R&D approach is designed
to support the normal World Trade
Organisation (WTO) Sanitary and
Phytosanitary Measures (SPS) market
access framework. Systems Approaches
and Disinfestation are the two major
categories for market access R&D within
this revised framework. Within these
two major categories there are eight
key Pathways to Market priorities to
accommodate the scope of research
omnipotent root disease. Another
component of research focuses on
optimising rates, the delivery method
and timing of potassium phosphonate
applications, ensuring that the maximum
residue levels in fruit are not exceeded.
Of increasing concern to industry is the
impact of brown root rot, particularly on
the Atherton Tablelands. A survey was
conducted in this production area in May
2008, and the disease was confirmed on
17 out of 18 properties visited.
Phellinus has also been confirmed on
properties in the Bundaberg area and
in northern NSW. There are currently no
chemical control options available.
Trials are planned for the upcoming season
to evaluate some postharvest chemical
approaches to minimising the major fruit
diseases, anthracnose and stem end rot.
One approach is to acidify prochloraz dips
as a means of reducing the amount of
active ingredient required. If successful, this
would result in a more sustainable and cost
effective postharvest management strategy.
which may be required to address the
various pathways that lead to international
market access.
The Systems Approach category contains
market access data packages, pest
control and management and other
systems approaches. The post harvest
Disinfestation category contains fumigants,
chemical treatments, cold disinfestation,
heat treatments, irradiation and other
disinfestation treatments. The plan
describes an R&D program investment of
$18.3 million over five years, and follows on
from the industry, agency and government
investment of around $6.5 million since the
original market access strategic R&D plan
was conceived.
It is important to note that the scope of
the original eight key research areas within
the original R&D plan, are included within
the revised and expanded market access
plan R&D framework. While fruit flies
remain one of the main concerns, other
insects e.g. light brown apple moth, fullers
Project staff members are committed to
communicating information on project
activities and progress. Presentations were
delivered at the ‘Avocado Roadshow’
series of field days around Australia, and
at the 6th World Avocado Congress held
in Chile in November 2007. Project staff
participated in grower field days and had
articles published in Talking Avocados.
Project AV07000
For more information contact:
Elizabeth Dann, QLD DPI&F
T 07 3896 9468
E elizabeth.dann@dpi.qld.gov.au
rose weevil, codling moth, mealy bugs,
scales, mites, etc are also of significance
and have been considered within this
plan. The plan places an emphasis on
multi-industry projects. This is relevant
to pre‑harvest systems, in mixed crop
orchard areas as well as in areas where
there is a patchwork of single crop
orchards growing fruit fly or pest hosts.
The next step in the implementation of
the plan will be development of benefit
cost analysis (BCAs) and business cases
for investment in the plan. Industry,
government and other funding bodies
will be consulted for funding support for
the Pathways to Market Access R&D Plan
for the 2007/08–2012/13 period.
Project MT06020
For more information contact:
Kim James, HAL Biosecurity and Market
Access R&D Manager
T 08 6389 1407
E kim.james@horticulture.com.au
5
 Scoping of a National Avocado Quality System
and management of Avocado Industry
Information Systems
As the avocado industry grows there is
an increasing need for growers and the
industry as a whole to understand the
points at which supply and demand impact
on returns. A three pronged approach
has been undertaken to address this
requirement.
1. The continued management of
Infocado
Infocado was developed in 2005 by
Avocados Australia to provide a system
that collects more meaningful and
timely industry supply data, specifically
throughput and forecasts to assist
businesses with better information on which
to base their management and marketing
decisions.
Currently Infocado has three data tracking
modules:
• The dispatch module tracking actual
volume throughput for the previous
week.
• The weekly forecast module for
expected dispatches in the next four
weeks.
• The season forecast module to record
data for the upcoming 15 months.
The program is currently being expanded
to also include a wholesale module – under
which, data including receivals, sales
and stock on hand will be collected from
wholesalers and reported to contributors.
Management of the system involves the
production and distribution of a weekly and
6 providers to undertake each component)
quarterly report and the management and
enforcement of a protocol to encourage
consistent, timely and accurate data input.
Approximately 85 per cent of Australian
market throughput is recorded through the
system from 112 packhouses.
2. Development of a system to collect
productivity information
A productivity data collection system has
been developed. The data is collected from
growers and includes a range of variables
affecting productivity. The data is submitted
by growers either electronically or as a
hard copy.
At the individual grower level the
information will:
• Assist growers to track their own
productivity over time and between
variables and provide the ability to
compare their productivity against
regional and national data.
• Assist growers to forecast their own
future production.
At the industry level the data will be
used to:
• Develop a long term production
forecasting model used to assess
and update long term marketing and
promotions plans.
• Track productivity over time to
determine if the current R&D program is
producing the desired results.
The system has been implemented in WA
and the Tri-state region and is currently
being rolled out across all other growing
regions in Australia.
3. Management and coordination of
a suite of supply chain projects
addressing quality and efficiency of
the supply chain
There has been an absence of quantitative,
impartial information available to determine
both the combined impact of price and fruit
quality on consumer purchase (demand)
and the structures currently available
to address issues affecting quality and
efficiency in the supply chain.
The supply chain project was developed to
address this gap and employs a stepped
approach (involving different service
to build the full picture of fruit quality and
supply chain efficiency.
A number of projects were completed
in the last couple of years to identify
consumer preferences. The projects
undertaken in 2007/08 were developed
to build on previous work and to gather
information regarding the current state
of play in terms of avocado quality in the
market. The current projects include:
• Avocado Retail Quality Surveys
(AV07018)
– Retail quality surveys
This is a 12 month project which
began in October 2007. Fruit is
collected by assessors from retail
outlets in four major capital cities on
a monthly basis and then assessed for
internal quality.
– DM testing for avocado maturity
This also is a 12 month project which
began in September 2007. Fruit is
collected from wholesalers in the
Sydney markets on a monthly basis
and then tested for % DM as an
indicator of fruit maturity.
Results will be available for both of
these sub-projects later this year and
will assist in pinpointing where there
are issues in terms of quality (both
internal blemishes and eating quality
related to maturity).
• Online consumer quality survey
(AV07019)
This project was developed to expand
on the information already gathered
in the earlier consumer sensory panels
regarding impact of specific levels of
internal damage on future consumer
purchases. By using online tools we were
able to widen the data collection to all
states of Australia and include a much
wider cross section of the population.
The results from this project are available
and will assist greatly in the analysis of
the quality surveys.
Project AV6006
For more information contact
Joanna Embry, Avocados Australia
T 07 3846 6566
E infocado@avocado.org.au
Developing a test to predict
avocado fruit quality
A test has been developed that is a good
early indicator of post-storage commercial
avocado fruit quality.
One of the major limiting factors to
increase avocado fruit sale is variable fruit
quality. Despite considerable efforts in
improving cold chain management and the
skills of ripeners/wholesalers and retail staff,
avocado shelf quality had not improved
much over the past decade.
Maximum fruit quality is determined
between fruitset and harvest. No
postharvest technique can improve fruit
quality, but can only maintain quality or
reduce quality loss. Postharvest techniques
cannot ameliorate an initial quality
problem. The development of a simple
test to predict fruit quality was therefore
proposed.
The test involves obtaining sample fruits
several weeks before the start of commercial
harvest and placing them through a
‘robustness test’ which would indicate
fruit quality after commercial distribution
and handling. It was suggested that this
pre-season fruit quality test may become a
valuable marketing tool for growers.
It was also proposed that grower
management data be collected from the
blocks sampled to identify possible factors
contributing to fruit quality issues.
In Phase One of the project the robustness
test was carried out on fruit from the
Bundaberg/Childers area, Queensland.
Collaboration with local growers was
established and the test carried out using
fruit from 20 sampling sites. The test
was conducted at approximately 19 per
cent dry matter about nine weeks prior
to commercial harvest, and at 21 per
cent dry matter four to six weeks prior to
commercial harvest. The resulting fruit
quality was compared with that of fruit put
through a commercial cold chain simulation
at about 24 per cent dry matter.
A strong correlation in fruit quality (in
excess of 60 per cent) was found between
the robustness test at 19 per cent dry
matter and the commercial simulation of
fruit at 24 per cent.
Although robustness testing needs to
be verified in the coming season, the
first season’s results indicate that the
robustness test is a good early indicator of
post-storage commercial fruit quality. The
commercial applicability of this test is being
discussed with industry collaborators.
Project AV07005
For more information contact:
Danielle Le Lagadec, QLD DPI&F
T 07 4132 5524
E danielle.lelagadec@dpi.qld.gov.au
Guidelines
for avocado
irrigation
management
Production of avocados occurs across
diverse regions of Australia. In particular,
water resource availability varies
significantly with declining resources in
some regions and plentiful supplies in
others. The industry recognised a lack
of information on how to manage water
under limited and drought conditions.
This recognition triggered the
development of the Guidelines For
Managing Under Limited Water
Supply – Avocados with growers being
encouraged to consider irrigation
management in the context of different
climatic conditions and water resource
availability.
The process for development of the
guidelines included an assessment of the
available international literature and key
knowledge gaps associated with water
management in the avocado industry.
The major issue identified as requiring
research is understanding tree water
requirements at different growth stages
under Australian conditions.
The guidelines use best estimates of
crop water requirements adopting an
international standard (FA056 – Crop
Evapotranspiration). They focus on
water requirements during non-limiting
and limiting conditions and include
information on:
• Purpose of guidelines.
• Critical growth stages.
• Irrigation requirements – non-limiting
and limiting conditions.
• Drought management strategies.
• References and further information.
The guidelines have been road tested
with growers from around Australia to
ensure the information was accurate and
they were practical and easy to use.
The guidelines have been published and
are available to industry members.
Project AV06011
For more information contact:
Anne-Maree Boland, RMCG
T 1300 306 043
E anne-mareeb@rmcg.com.au 7
 Determination of
health-promoting
bioactives in
Australian
avocados
Avocados are known to contain
high amounts of health-benefiting
phytonutrients including monounsaturated
fatty acids, carotenoids, and vitamins B,
C and E. Recent studies carried out using
Californian-grown ‘Hass’ avocados have
reported that extracts from the fruit also
possess in-vitro (i.e in test-tube) anti-cancer
properties against prostate cancer cells. 
The aim of this work was to obtain
scientifically creditable information
relating to the health-promoting benefits
of substances found in Australian
avocados (Hass variety). This was
achieved by quantifying the major lipid-
soluble phytonutrients found in avocados
and assessing their antioxidant and in-
vitro c­ ancer-inhibiting properties.
Lipid-soluble extracts from Australian-
grown ‘Hass’ avocados were found to
contain Vitamin E (α, γ and δ forms)
(1398–2643 µg/100 g FW), chlorophylls
(a and b forms) (2304–3680 µg/100g
FW) and lutein (160–273 µg/100g FW)
as their major components. A notable
fruit-to-fruit variation in the levels of
these components was observed but this
has also been reported with Californian-
grown fruit.
Avocado extracts (from Australian-grown
fruit) rich in Vitamin E, chlorophylls,
carotenoids were found to have high
antioxidant activity in in-vitro tests. A sub-
fraction of these extracts was found to be
active against colon and gastric cancer
cells while not very effective against
leukaemia cells in test-tube assays.
This information may now be used
to further promote/market Australian
avocados and strengthen their position in
the mind of the national and international
public as a natural, health-benefiting
fruit. Some of these results have been
accepted for presentation at a significant
international conference (Pigments
in Food 08) held during August 08 in
Helsinki, Finland.
Project AV07003
For more information contact:
Dimitrios Zabaras, Food Science Australia
T 02 9490 8352
8 E Dimitrios.Zabaras@csiro.au
Avocado rootstock improvement
project continues
Over six years, avocado rootstocks selected
from the three botanical races within
this species have been selected for their
suitability to meet the requirements of
Australia’s diverse production regions.
In 2008 the project is entering its third
phase where the effect of rootstocks
on postharvest fruit storage and its
susceptibility to develop fruit diseases will
be assessed.
Grower awareness of the importance
of selecting the correct rootstock when
ordering new trees from nursery sources
has been raised by activities including
articles in Talking Avocados, at conferences,
and at two R&D road shows with
presentations in seven commercial avocado
growing districts across Australia. In turn
customer pressure has resulted in nurseries
being more conscious of growers’ needs.
During 2004/05 approximately 1400
‘Hass’ and ‘Shepard’ trees were planted
in different production areas for long-
term evaluation. The trees were grafted
to rootstocks representative of the three
horticultural races of the species since they
impart different performance characteristics
to trees. Rootstocks were either clonally
propagated giving genetic uniformity
between trees or grown as seedlings
imparting genetic variability.
In 2006 the first growth measurements were
collected from these trees. In 2007 growth
‘Hass’ grafted to the SHSR-04 rootstock growing in a high-pressure Phytophthora root rot site
measurements and the first yield data was
been collected. Yield results were converted
into yield efficiency (kg/m3 of canopy) for
each rootstock using the production and
growth measurement data.
From the first two years’ yield results
some trends are evident within the cloned
rootstock experiments with Duke 7, Velvick
and Zutano producing the greatest yield
efficiency when grafted to Hass, while
cloned SHSR-03 has the greatest yield
efficiency when grafted to Shepard.
In a Shepard field experiment in north
Queensland that was exposed to cyclone
Larry many trees subsequently developed
trunk cankers; trees grafted to cloned
rootstocks from the Mexican botanical race
were found most susceptible to developing
Phytophthora cinnamomi-induced trunk
cankers. Three rootstocks from the project
have now shown to have higher resistance
to Phytophthora root rot; it is it is intended
to apply for Plant Breeders Rights for
SHSR-04.
Project AV04007
For more information contact:
Tony Whiley, Sunshine Horticultural Services
T 07 54415441
E whileys@bigpond.com
Improved management of spotting bug
in avocados
A recently completed project aimed at
improved management of spotting bugs
identified opportunities for targeted
spray applications based on systematic
monitoring.
Spotting bugs are persistent pests of
avocados in Queensland and New
South Wales.
They have a wide range of native and
exotic hosts from which they can migrate
into avocado orchards. Their feeding results
in fruit drop and reduced quality of fruit.
Project workshops highlighted the
opportunities to monitor spotting bug
incidence and immigration, and the
decision-making process for implementing
control measures. Non-chemical options
to reduce the attractiveness of the crop
habitat were discussed although current
control measures depend heavily on
insecticide sprays.
Workshops also addressed the main
variables of airblast sprayer calibration to
achieve even coverage throughout the
canopy, and the calculation of pesticide
mixing rates to achieve optimum dose
based on target canopy characteristics.
The new label concepts of ‘dilute’
and ‘concentrate’ sprays and rates
were discussed. Field demonstrations
highlighted the need to assess coverage in
all parts of the canopy using dyes or water-
sensitive papers, rather than relying on
visual assessment of the spray cloud.
Ten workshops were completed in
Queensland (4), New South Wales (4)
and Western Australia (2) before the final
workshop in Mareeba (Qld) at the end
of June this year after which the project
was concluded. More than 140 growers
attended the workshops, each receiving a
comprehensive 52-page workshop manual.
Evaluation sheets were distributed to all
participants. A limited number of workshop
manuals will be available from AAL after the
project is completed.
Additionally, all workshop participants will
still be able to receive advice and desktop
assessments of their spray practices for
12 months free of charge.
There is wide variability in spotting bug
between orchards and seasons, resulting in
opportunities for targeted sprays based on
systematic monitoring.
A current hurdle to targeted insecticide
sprays is the poorly understood value
of applying regular fungicide sprays for
anthracnose control. Breaking the link
between insecticide and fungicide sprays
is essential for future adoption of improved
pest monitoring systems in avocados.
Project AV06001
For further information contact:
Dr Henry Drew, Growing Greener Growers
T 07 5445 0032
E hjdrew@ozemail.com.au

Canopy management field days a huge success

Over 325 growers attended canopy
management field days that were held
in the 11 major production areas during
2007 to demonstrate a range of canopy
management strategies and identify
systems that may be suitable for their
own production situations. Field days
were held on the Sunshine Coast and
Childers/Bundaberg in July, throughout
coastal NSW during August, Southern
Queensland during October and Perth in
December.
In April and June 2008 regional study
group meetings on canopy management
were held at the Sunshine Coast and
Pemberton as part of the extension
activities of AV06003 (see page three).
Canopy management options suitable for
each region were demonstrated.
A manual illustrating a range of canopy
management strategies will soon be
available to growers.
Strategies for new plantings, young
trees (prior to crowding) and older
trees (where orchard crowding may be
a problem) will be demonstrated. For
each strategy details on the procedure,
timing and costs of operations and other reduced shoot growth and increased
considerations such as the use of plant flowering in trees stumped in June 2006.
growth regulators, sunburn protection There was also a trend towards increased
and the effect of growing location will be yield in the treated trees.
included.
Project AV04008
This manual aims to assist growers to
For more information please contact:
develop cost effective strategies to optimise
John Leonardi, Avocados Australia
light penetration, maximise and maintain fruit
T 07 3846 6566
quality and yield, and improve efficiency of
E j.leonardi@avocado.org.au
harvesting and spraying operations.
In 2007/08 further information on the
timing and costs of canopy management
operations and the impact of these
strategies on yield, fruit size and quality
was collected from each of the study sites.
Canopy management strategies such
as selective limb removal, selective and
mechanical pruning, staghorning/stumping,
tree removal, cincturing, and plant growth
regulator application have been studied.
A trial on the effect of uniconazole (Sunny®)
on shoot growth, flowering and yield in
stumped trees was finalised in 2007/08.
Stumped trees can take several years to
return to production. Foliar applications of
half and one per cent Sunny® in January
and April 2007 to young vegetative growth
9
 Benchmarking the usage and attitudes
of health professionals
Significant opportunities to increase
avocados profile with health professionals
have been identified.
The Australian avocado industry wants to
understand the key drivers of professional
health advice in relation to avocados and
nutrition, as this group has a significant
influence on the dietary behaviour of
individuals.
This research project aims to create
benchmarks to understand the key drivers
of professional health advice in relation
to avocados and nutrition. This can be
subsequently remeasured to identify
attitudinal and behavioural change over
time.
The recommended groups of health
professionals to be included in this
research project are GP’s, dietitians,
personal trainers, naturopaths and pre and
post natal care nurses.
The objectives of this project are:
• To identify the key internal and external
health-related influences of health
professionals in relation to the dietary
advice they give to their clients/
Second Infocado Summit keeps industry informed
The second Infocado Summit was held
in Sydney earlier this year as part of the
Infocado information extension project.
In late 2005 Avocados Australia began
rolling out its crop flow system –
Infocado – to the industry. In July 2006
the inaugural Infocado Summit was held
in Brisbane, Qld. This was one of the key
initiatives in the initial Infocado rollout
and consisted of a one day workshop
attended by 50 Australian packhouses,
grower-packers and consolidators,
as well as representatives from the
New Zealand industry. One of the
recommendations to come from the
2006 summit was that a similar event
should be held on a biennial basis.
Subsequently, the second Infocado
Summit was held at Coogee Beach in
Sydney in April 2008.
In all, 80 Australian packhouses, grower-
packers, consolidators and wholesalers
attended. It provided a forum to
10
patients (where internal influences
refer to their specific professional
experiences, and external influences
refer to their non-professional
experiences).
• To understand the attitudes of health
professionals towards the consumption
of avocados and to evaluate the advice
they give their clients in relation to
avocados and nutrition.
• To specifically explore their knowledge
of the health benefits of regularly
eating avocados: e.g. prevention of
heart disease, diabetes and obesity;
good for pregnant women.
• To identify opportunities to influence
the attitudes and behaviours of
health professionals in relation to the
nutritional advice they give their clients.
Over 500 health professionals participated
in the survey in 2008, covering each
of the five key sectors. Across each
sector, avocados were recognised and
acknowledged as a very healthy food. The
two major inhibiting factors in terms of
explicitly recommending avocados to their
clients were:
discuss the Infocado system specifically
and also the opportunity to present and
discuss issues and new ideas relevant to
packhouses, marketers and wholesalers as a
specific segment of the Australian avocado
industry.
Guest presenters of key messages
included Professor David Hughes (expert
and businessman from the UK discussing
consumer segmentation), Michael Batycki
from Woolworths and Richard De Vos
(consultant conducting a strategic analysis
of the foodservice sector). Opportunities
were presented in terms of increasing
consumer demand by delivering specialised
products to different segments of the
market, further developing the foodservice
sector through a strategic and coordinated
approach, and ensuring continued
growth of Australian avocado demand by
delivering a premium quality local product.
In relation to the Infocado system
specifically, a range of recommendations
were made to ensure its continuing success.
• Concerns about calories and fat content.
• Lack of prominence of avocados in their
thinking.
There is a significant opportunity for the
avocado industry to increase its profile with
health professionals by clarifying issues
such as:
• How do avocados compare with
margarine and butter in terms of
calories?
• How do avocados compare with the
highly advertised plant sterol margarines
in reducing cholesterol re-absorption?
It is recommended that the avocado
industry develop an educational program
for health professionals in order to increase
awareness of their health benefits and
achieve a greater prominence within their
nutritional advice to their clients.
Project AV07025
Fore more information contact:
Joseph Ebbage, Consumer Insights
T 0407 543 340
E jebbage@consumerinsights.com.au
These included:
• The addition of a comprehensive
weekly retail price report to future
Infocado reports.
• Implementation of a wholesale
module to report on retail sales and
stock on hand.
• Further monitoring of the accuracy of
forecasting data entered into Infocado
(to improve an individual’s abilities to
accurately forecast production).
• Inclusion of further analysis in industry
reports.
• A continual focus on updating
reports to keep up with the needs of
contributors to the system.
Project AV07010
For more information contact:
Antony Allen, Avocados Australia
T 07 3846 6566
E ceo@avocado.org.au
Avocado supply chain mapping
and resource audit
In the Australian Avocado Industry
Strategic Plan 2005–2010, eating quality
of avocados, productivity and supply chain
efficiency are identified as priority areas
for industry to address. Recognising that
a wide variety of factors affecting fruit
quality, productivity and supply chain
efficiency are interrelated, the Supply
Chain Improvement Program of which this
project is one component was developed.
Its aim is to specifically identify where the
industry currently sits in terms of quality
and efficiency and identify points in the
supply chain where further work is required
to make improvements in these areas.
In this project, the supply chain is defined
as production though to consumer and
includes ripening, wholesaling, independent
retailing, specialist produce distribution,
food service distribution/catering,
and processing functions. Stakeholder
consultation was undertaken with a wide
range of businesses across avocado supply
chains, to develop an understanding of the
nature of supply chains in the industry and
the resources available to the supply chain
sectors. As a result, Avocados Australia has:
• Mapped the various supply chain types
that currently exist in the industry and
identified the main businesses within
these supply chains.
• Conducted an audit of all the relevant
research related to best practice at each
point in the supply chain and resources
that are currently available to supply
chain participants that support the
improved flow of avocados through to
the final customer.
• Developed a database of information
that industry can utilise to improve
business management practices.
• Where possible, identified gaps in
research, resources and support that
has an impact in regard to the efficient
development of supply chains.
These findings are significant as it allows
the industry to identify future investment
needs related to improved supply chain
efficiency, product demand and/or
consumer satisfaction.
A series of recommendations have been
made including:
• Developing a knowledge portal for
industry, and improving the knowledge
of industry participants in relation
to desired quality parameters and
marketing issues.
• Undertaking further research related to
benchmarking key production, harvesting
and packing activities at an enterprise
level, and developing a fruit quality
benchmarking system for the industry.
• The extension of Infocado information
system into the wholesaling sector of the
industry.
• The recognition of enterprises across the
supply chain that adopt ‘best practice’
to facilitate improved fruit quality,
productivity and supply chain efficiency.
• The requirement for Avocados
Australia to engage more consistently
with all supply chain members and
other stakeholders to improve the
flow of communication related to
supply, promotion and other industry
development activities.
Project AV06026
For more information contact:
Antony Allen, Avocados Australia
T 07 3846 6566
E ceo@avocado.org.au
Giving WA
growers
greater harvest
flexibility
A recently completed project has given
Western Australian avocado growers
greater flexibility in harvest timing and
market potential.
Harvesting in the south west of Western
Australia occurs during December through
February. January and February are the two
hottest months of the year, with ambient
temperatures above 30ºC common. Current
guidelines recommended not harvesting
avocados when the ambient temperature
rose above 30ºC.
Due to increased size of planting and yield
improvements, growers were finding these
guidelines too restrictive. Industry sought
more flexible harvesting guidelines, but
needed assurances that they would not be
at the expense of final fruit quality.
The research results from previous years of
this project where quite positive with the
findings providing increased flexibility for
south west growers. The results showing
that growers could indeed harvest their Hass
avocados during ambient temperatures up
to at least 37º C, provided appropriate after
harvest care is maintained.
The 2007/08 season was the final year
for this project and centred around the
development and implementation of the
communication strategy. A brochure on the
key findings and how these can be used
to benefit growers has been produced, as
well as a final report with more detailed
results and analysis. The conclusions and
recommendations from this project have
been communicated to the WA industry
through a series of presentations and
media articles. The brochure and final
report are available electronically from both
the WA Department of Agriculture and
Food (www.agric.wa.gov.au) and the WA
avocado industry (www.avocadoswa.com)
websites.
This project has now been completed, but
the findings and communication efforts
will continue and be incorporated into
the current Project AV06002 ‘Improving
technology uptake in the WA avocado
industry’ (see page 16).
Project AV03005
For more information contact:
Alec McCarthy, WA Department of Agriculture
and Food
T 08 9780 6273
E amccarthy@agric.wa.gov.au 11
 Domestic marketing further builds
consumer demand
The 2007/08 domestic marketing campaign
for avocados continued to build strong
demand for Australia’s increasing levels of
production, carrying on from the successes
achieved by previous campaigns.
The key target market for the Australian
avocado promotions campaign in 2006/07
was urban and suburban female grocery
buyers between 25 and 39 years of age
who are regular, infrequent or non-users of
avocados. The secondary target market was
female grocery buyers between 40 and 54
years of age.
Consumer research
The consumer research aimed to:
• Determine what are the best means to
communicate with our target audience.
• Evaluate current communications
material.
The research took place in four focus
groups (two in Sydney, two in Melbourne)
consisting of:
• Mums 25–45 with young children at
home, who were working full time or
part time (one group in Melbourne,
one in Sydney).
• Mums 34–55 with older children at
home who were working part time or
home duties (Sydney).
• Female SINKS/DINKS (single- or double-
income no kids) 25–35 working full-time
(Melbourne).
Research results indicated that all elements
– TV commercial, website, recipe leaflets,
and press (with recipe) worked well in
standalone terms.
12
The creative device forming the basis of
the campaign (morphing) was viewed as
positive, attractive and engaging.
It was seen that the communication of
versatility and health was being achieved.
Notably, consumers were excited, not
by the versatility message itself, but the
recipes used to demonstrate it. However,
as a means of promoting visitation to the
website, all fell short.
The role of recipe ideas for consumers
was enormous, not just for avocados but
also as a key tool for mums because it had
social currency (i.e. a topic of conversation).
Written materials – especially magazines
(mainstream/supermarket magazines,
retailer direct mail) – were seen as vital.
Recommendations resulting from this
research have been taken onboard for the
2008/09 program because there is now
more focus on magazines, use of updated
recipe booklets, and a new strategy to drive
numbers to the updated website.
Development of creative imagery
The 2007/08 program was about
expanding the ‘Add an avo’ campaign with
additional creative executions and growing
reach through the addition of new media in
the form of TV. 2007 saw the production of
two new recipe press advertisements:
• omelette
• pizza
In addition, two half-page health
executions were developed and one new
advertisement which was targeted at ‘mums
with bubs’.
Consumer advertising
The consumer advertising component of
the campaign made use of three media
platforms:
1. TV
Avocados were involved with Channel 9’s
Fresh TV through an in-program product
sponsorship. The program airs in five state
capital cities Monday to Friday (11:30am to
12:00 noon). This part of the TV campaign
reached 209,000 consumers in our target
audience of women 18–39.
The strategy implemented for Australian
avocados on subscription TV was a
multi-dimensional campaign housed on
subscription TV’s key channels for avocados’
target audience. The aim was to engage
consumers with the brand, drive awareness
and extend online. Avocado advertisements
were aired on Lifestyle Food, Lifestyle, W,
Max, E and Arena, with LifeStyle Food being
the lead channel for avocados. As a bonus
to our media expenditure, Foxtel created
a consumer competition on behalf of
Australian avocado.
Spots were placed to ensure high visibility
amongst the target audience of female
grocery buyers 18–39. The subscription TV
campaign reached more than half a million
female grocery buyers between the ages of
25 and 39.
In addition, TV advertisements running in
all Fitness First gyms were seen by 200,000
women between the ages of 20 and 39.
2. Magazines
The avocado print advertisement campaign
reached 72 per cent of Women 25–39

with a household income (HHI) $35K+ on
average 3.7 times across the campaign
period. 42 per cent of this audience saw the
communication 3 or more times across this
period. The recipe booklet was also inserted
as a tip in New Woman magazines.
3. Online consumer advertising:
One of the best features of online
advertising is its measurability – it is now
possible to measure how many people
see the banner, print the recipe, and click
through to the avocado website. In addition
to this, the target audience uses online
frequently – at least monthly if not weekly.
The three-month campaign took place
between August and October 2007.
Expandable banners were placed on
the relevant sections of websites (health
and recipe focused sections). The online
campaign delivered almost three million
impressions, with 10,297 clicks at a
‘click through rate’ (CTR) of 0.36 per cent
(more than double the industry average of
0.15 per cent).
In addition to the banner advertisements,
a Mexican themed newsletter sent to taste.
com.au subscribers recorded the highest
number of clicks for ‘news’ (656 in total).
Key lessons from the online campaign were:
• The creative was an essential platform
to deliver the recipes and ways to ‘add
an avo’ to consumers. The expanding
creative was the most successful
execution.
• Generally, placements on the lifestyle
and health sites performed better than
those offering food information or
entertainment.
• Targeting the demographic via
newsletters and emails was very
cost-effective and delivered high click
volumes.
Website maintenance
The content of the avocado website
was updated and new recipes added
regularly. This helped attract more repeat
visits as well as new visitors. The main
focus in 07/08 for online activity has been
to continue to retain a very high ranking
in the major search engines for the
Avocado website.
Thus far, we have achieved this by
developing a set of target key word
related HTML content and keeping a
regularly updated report on user profiles
for each key word. One of the goals was
to focus on traffic increase while keeping
the bounce rate to a minimum.
The number of visits from 1 July 2006 to
30 June 2008 increased from 32,277 to
37,483 visits. The bounce rate decreased
from 45.65 per cent to 41.26 per cent
implying that more people looked at
other pages on the website beyond the
main homepage.
Niche market advertising
This year a niche sector was targeted
– expectant mothers and mothers with
toddlers under the age of three. Four
advertisements were placed in magazines
such as Mother and Baby, Practical
Parenting, Woolworths Australian Parents
and Pregnancy and Birth. An additional
advertisement was also placed in Little
Kids which is a quarterly title, aimed at
parents with children aged two to six
years old. It is full of information to help
parents through this incredibly busy time.
This magazine was used to reinforce
the avocado message and keep them
consuming it – not just as a first food.
This magazine was also inserted into
the Bounty Bags. Recipe booklets were
inserted in Mother & Baby, Practical
Parenting and electronic direct mailers
were sent to a mums and bubs database.
Sampling
Sampling took place in two environments:
1. Health (gyms): During August and
September 2007 ‘brand ambassadors’
distributed avocados and recipe flyers
to gym patrons.
– 415 consumers were sampled
in NSW with 80 per cent of the
people attending the gym at that
time actively noticing the avocado
display.
– In Victoria 280 consumers were
given an avocado and 80 per
cent of the attendants noticed the
avocado stand.
– In Queensland 250 consumers
received an avocado.
In addition to the sampling at health
gyms, there were also a total of 77 media
activities put up at Fitness First gyms.
This ran for a duration of three weeks
beginning 3 March 2008. The distribution
was among NSW, Vic, Qld, WA and SA.
2. Mothers and babies group: the
aim of this program was to educate
mums, carers and pregnant women
on avocados, specifically on the huge
nutritional benefits for babies aged
4-6 months and pregnant women. The
campaign ran from July to September
2007 and March to May 2008. From
July to September the presentations
reached an audience of 15,132
directly, and 90,792 mums with young
families indirectly and in the period
of March–May, an audience of 18,456
were reached. Education on avocados
was definitely evident, as many Mums
commented they were not aware of the
huge nutritional benefits of avocados,
along with having limited ideas to use
them as part of their everyday diets.
Most mums were keen to buy more
avocados to provide their families with
another, more nutritious option for
snacks and meal inclusions.
Project AV07500
For more information contact:
Gunjan Tandan, HAL Marketing Manager
T 02 8295 2300
E gunjan.tandan@horticulture.com.au
13
 Carbaryl
Residue
Studies in
Avocado
Unless supportive residue data is
generated, registration of the much-
used insecticide product, Bugmaster®
Flowable Insecticide may be suspended
or cancelled, severely limiting the
availability of chemical control options
for some key insect pests.
Bugmaster® is registered for use in
avocado crops to control insect pests,
but following a review of the active
constituent conducted by the APVMA,
the data submitted to the regulatory
authority, many years ago, is now
considered insufficient because of newer
and stricter regulatory assessment
standards.
Avocado growers say this product
is an integral component of their
pest management programs, and its
manufacturer, Bayer CropSciences, has
identified the avocado industry as an
important market for the Bugmaster®.
The Australian avocado industry and
HAL, in collaboration with Bayer
CropSciences, has commissioned a
residue study program to generate
sufficient residue data to renew the
registration.
The independent horticultural research
firm Agronico Research Pty. Ltd. will
conduct the field-phase of two residue
studies in Queensland. The studies will
be conducted inline with the principles
of ‘Good Laboratory Practice’ (GLP).
The GLP field report will be combined
with Bayer CropSciences’ analytical-
phase report and then submitted to the
APVMA for review.
The field-phase of the GLP studies is
scheduled to begin during August and
September this year.
Project AV06020
For more information contact:
Dale Griffin, Agronico Research Pty Ltd
T 0418 139 788
E dgriffin@agronico.com.au
14
Potential export markets
for the avocado industry
Exports of avocados from Australia have
more than doubled in the last three years
which is driven by the expanding domestic
production and opportunities to introduce
avocados to Asian markets.
In the 12 months to June 2008, Australian
avocado exports reached 1300 MT or 36
per cent above the previous year and more
that 100 per cent above the average of
the last three years of exports. Significant
growth markets have been in the Middle
East, Thailand and Singapore, all venues for
major trade events and new international
contracts are close to being achieved in
other markets.
The Australian avocado industry is small in
the context of the world avocado trade and
accounts for one per cent of the total world
production and our export trade is only
two per cent of this one percent. To enable
the growth to reach potential markets
the Australian industry has increased the
awareness of Australia’s avocados to the
global buyers.
HAL has been promoting Australian
horticultural industries under the
Australia fresh banner at trade exhibitions
and in trade magazines for many years.
The program is designed to raise awareness
of the quality and availability of Australian
Market Opportunities for Avocados
Beyond Fresh Fruit Sales
This project seeks to identify alternate
value streams for avocados beyond
sales into the fresh market. In particular,
it aims to identify market development
opportunities for low grade fruit and
outline viable options for current and new
value added products to improve overall
industry profitability. The project will not
only look at potential uses for the flesh,
but also the skin and seed of the avocado
fruit.
Research is currently underway to identify
opportunities for value added avocado
products in a range of market sectors
including the oils market, dips and
sauces, other culinary markets, cosmetics,
nutriceuticals and stock feed.
Once potential opportunities have been
identified, the limitations in regard to
market development will be investigated.
This will involve looking at product
limitations and potential cost structures
produce.
The avocado participation in the
Australia fresh export program has
enabled the industry to gain greater
exposure to the international buyers,
planting seeds for international business
collaboration that is beginning to achieve
significant export volumes for the industry.
By contributing to this program the
Australian avocado industry has been
showcased at events such as Fruit Logistica
(Berlin and Bangkok) Food & Hotel Asia
(Singapore) and Gulfoods (Dubai) and
supported by exporters participating to
follow up and generate real trade.
The trade advertising reached more than
20,000 trade professionals in global markets
directing them to www.australiafresh.com.au,
where international buyers are able to find
more information about the Australian
avocado industry and its exporters.
Project AV07507
For more information contact:
Wayne Prowse, HAL Export Development
Manager
T 02 8295 2300
E wayne.prowse@horticulture.com.au
related to the Australian market. Where
feasible, a competitor analysis will be
undertaken.
The project also intends to analyse
other agribusiness industries with similar
attributes and examine the methods they
have employed to develop their value
added processing sectors. By providing
case studies of successes and lessons
learned in other industries it is hoped this
will provide meaningful insights for the
Australian avocado industry.
A report will be finalised by the
end of 2008, outlining the potential
opportunities available to the sector.
Project AV07024
For more information contact:
Jenny Margetts, P2P Business Solutions
T 07 3366 2710
E jmargetts@bigpond.com
Cooperative promotions
One Harvest through the 2007/08
Avocado Domestic Cooperative
Promotion Program, initiated by HAL and
Avocados Australia, promoted Shepard
Avocados in Woolworths stores. This
linked to the national “Add an Avo”
promotion program. The main objective
of this campaign was to create awareness
of the green skin Shepard Avocados
and communicate the key features
and benefits. In addition, this was an
education exercise to communicate to
consumers on the ‘stay green’ messages
and how to use shepard avocados daily
in a variety of ways by making consumers
aware of the versatility of the products.
This was achieved by encouraging trial of
the recipe being demonstrated.
Consumers were given the “STAY
GREEN” message:
• Shepards stay green when ripe.
• Shepards stay green when cut.

A bruschetta recipe was made using

Shepard Avocado, tomatoes, fresh basil
and olive oil on a mini toast and offered
to consumers to eat as finger food. New
back-of-store posters were developed
outlining the different types of avocado Cooperative promotion of Shepard Avocados
and key handling requirements. in Woolworth stores

The total number of customers sampled

was 48,375 which equates to an average
of 24 customers per hour. The sales results
based on demonstrator counts equated
to 26,980 units which is an average of
56 units per store in four hours.
QLD had the best results all round with
28 customers per hour, 20 sales per hour
and 73 per cent conversion rate.
Almost 27,000 products sold as a direct
result of demos and one in two customers
purchased on the day.
Project AV07506
For more information contact:
Gunjan Tandan, HAL Marketing Manager
T 02 8295 2300
E gunjan.tandan@horticulture.com.au

Online Consumer Quality Survey

Retail surveys of avocado quality in the last
few years have shown that up to one in
five avocados have significant problems in
terms of amount of unusable flesh, with rots
and bruising being the main causes of poor
flesh quality.
The aim of this project was to determine,
in more detail, the level of fruit quality that
negatively impacts on consumer purchasing
behaviour. Specifically, the study aimed to
determine the impact of price, incidence
and severity of defect on consumer
intention to purchase avocados using
the three most commercially significant
quality defects: Bruising; Stem end rot;
and Vascular Browning. In addition, the
opportunity was taken to assess previous
importance in the decision to purchase
avocados.
Research was undertaken online using a
conjoint analysis methodology to involve
1050 Australian consumers throughout the
country who consumed avocados at various
frequencies (weekly, fortnightly, monthly or
quarterly). The current study demonstrated
that increases in price, severity of defect
and incidence of defect had significant
and negative impacts on consumers’ future
purchase decision, with severity of defect
playing the greatest role. In addition,
increases in price from $0.89 to $1.39
resulted in reduced likelihood of purchase
for even the lowest levels of severity or
incidence. Respondents were slightly more
Consumers displayed some tolerance
to occasional appearance of defective
flesh in avocados as long as the price was
right and very little flesh was affected.
However, tolerance to damage decreased
significantly as price increased. Retailers
therefore have to accept that even if
consumers are loyal, high incidence of even
fairly low levels of defect carry with it the
penalty of low returns.
Awareness of the most important health
benefits was low, and differed as a function
of consumption frequency, with weekly
frequency consumers of avocados more
likely to be aware of these benefits than
monthly or quarterly consumers.
Project AV07019

avocado purchase experiences, determine tolerant of Vascular Browning, in that the For more information contact:
the response to ripeness indicator drop in likelihood of purchase for similar Karl Crawford, HortResearch
technology, and to establish awareness of quality fruit did not occur until the price T 64 9925 7227
various health benefits and explore their had increased to $1.99. E kcrawford@hortresearch.co.nz 15
 Improving technology uptake in the WA avocado
industry
A baseline has been established for the
Western Australian avocado industry
from which improved technology uptake
can be measured.
The WA avocado industry underwent
rapid growth between 2002 and 2007. It
was recognised that, to capitalise fully on
this growth and to progress successfully
into the future, the industry needed to
have strategies and programs in place to
ensure the industry operated with world’s
best practices. The WA avocado industry
developed the ‘Improving technology
uptake in the WA avocado industry’
project. This was facilitated through
the industry’s fee-for-service funds
administered by the Agriculture Produce
Commission – Avocado Committee,
in conjunction with the Department of
Agriculture and Food and with assistance
from HAL.
R&D Road Shows
help avocado
growers work
smarter
Avocados Australia undertook the avocado
industry’s four year regional R&D Road
Shows during July to October 2007. Over
650 industry growers attended across the
seven regional R&D Road Shows.
The 2007 R&D Road Show series focused
on the latest industry research and showed
participants how they could turn research
findings into practical on-farm benefits. The
industry has invested considerable funds
on research and development initiatives
and it is important that growers have the
opportunity to turn this investment into real
benefits, in their individual businesses. It also
allowed researchers to learn from growers
the issues facing the industry and enabled
researchers to refine their research based
on ‘on-farm conversation and examples’.
All R&D Road Shows were held on farm,
allowing growers to walk and talk in the
orchard with the best avocado researchers
Australia has to offer. The R&D Road Shows
were held in South Queensland, North
New  South Wales, North Queensland,
Tristate, Western Australia, Central New
South Wales and Central Queensland
16 growing regions.
The project set out to determine the WA
industry’s current ‘baseline’, its desired
future in five to 10 years, what is needed
to achieve this future, and the strategies
required to maximise uptake of necessary
practices.
Over the past 12 months the project
completed a survey of the WA industry
which provided a baseline of the
industry – providing information on its
size, production, markets, production
strategies, perceived information gaps and
communication preferences. From this base
information, future production potential
can be estimated, as can potential gaps
in production strategies. This information
will be of great benefit in mapping out
the industry’s future and when developing
strategic plans and communication
strategies.
The project also funded attendance at
The R&D Road Show program involved
researchers working on all major current
avocado R&D levy funded projects as
well as industry leadership topics. The
presenters included: Dr Tony Whiley,
Dr Ken Pegg, Dr John Leonardi, Dr Fiona
Giblin, Ms Joanna Embry, Mr Henry
Kwaczynski and Mr Antony Allen.
Each R&D Road Show included
presentations, networking time, a panel
discussion period with the attendees where
all presenters participated, along with a
farm/orchard/packing shed session. The
success of the R&D Road Shows has been
in bringing researchers to the growers and
ensuring that the R&D program is closely
linked to those who can best use the
information and research.
Project AV06028
For more information please contact:
Antony Allen, Avocados Australia
T 07 3846 6566
E ceo@avocado.org.au
Avocado export
development
forum held
The Australian Avocado Industry is facing
increased international competition,
increasing supply and is currently heavily
focused on the domestic market. With
the World Avocado Congress and
brainstorming event; this ensured the
project was fully versed in the latest
world industry practices and recent
developments being researched around
the world. Opportunities of benefit to
the WA industry will be identified from
this learning experience and factored in
when developing the strategic plans and
communication strategies.
Feedback on both the industry
survey and World Congress has been
communicated to industry via both
seminar and in written form.
Project AV06002
For more information contact:
Alec McCarthy, WA Department of
Agriculture & Food
T 08 9780 6273
E amccarthy@agric.wa.gov.au
production of 46,000 tonnes in 2008 and
more fruit each year for at least the next
five years, we have an excellent opportunity
to develop high quality targeted markets.
The Australian Avocado industry leadership
team needs information, tools and
strategies to facilitate the growth in exports
of Australian avocados. In December 2007
the industry held an export forum to set the
direction of the project.
From the forum the project will develop a
grower and exporter friendly resource tool
which aims to demystify the process of
developing an export market and provide
information as to the range of government
support programs that can assist growers
and exporter in this area.
The export project will commence the
process of market development by
investigating and reporting on current market
dynamics, advantages, opportunities, threats
and weaknesses. All of the above elements
will build into a ‘road map forward’ which
the industry leadership team can utilise to
develop an Export Development Plan.
Project AV06010
For more information please contact:
Antony Allen, Avocados Australia
T 07 3846 6566
E ceo@avocado.org.au
Investing in Australian horticulture

Australian Government RelatioNships

Priorities
As part of the Australian Government’s
commitment to rural research and
development, horticulture industries
can access matching Commonwealth
funding through HAL for all research and
development activities.
The Australian Government’s Rural
Research and Development Priorities
aim to foster innovation and guide R&D
effort in the face of continuing economic,
environmental and social change. HAL’s
operations are closely aligned with these
priorities.
Percentage by value of
Avocado Projects
Percentage by value of Avocado projects
Productivity and Adding Value (45.3%)
Supply Chain and Markets (41.0%)
Natural Resources Management (6.4%)
Productivity and Adding Value
Improve the productivity and
profitability of existing industries and
support the development of viable
new industries.
Supply Chain and Markets
Better understand and respond to
domestic and international market and
consumer requirements and improve
the flow of such information through
the whole supply chain, including to
consumers.
Natural Resource Management
Support effective management
of Australia’s natural resources to
ensure primary industries are both
economically and environmentally
sustainable.
Climate Variability and Climate
Change
Build resilience to climate variability
and adapt to and mitigate the effects of
climate change.
Biosecurity
Protect Australia’s community, primary
industries and environment from
biosecurity threats.
and Roles
relating to
HAL programs
Horticulture Australia Limited (HAL) is a
not-for-profit industry owned company. Its
role is to manage the expenditure of funds
collected by the Australian Government on
behalf of horticulture industries.
HAL invests $85 million annually in projects
to benefit horticulture industries.
An Industry Advisory Committee (IAC)
is established for each industry with a
statutory levy and annual income exceeding
$150,000. The IAC is a subcommittee of
the HAL Board. It makes recommendations
to HAL on the expenditure of funds.
The Peak Industry Body (PIB) for an industry
is responsible for recommending to HAL
the establishment of, and any changes to,
statutory levies. The PIB for an industry with
a statutory levy recommends membership
of the IAC to HAL and must demonstrate
how the skills required on an IAC are
met by the persons they recommend for
appointment to the committee.
For more information please visit
www.horticulture.com.au

Climate Variability and Climate Change (2.2%)

Biosecurity (5.1%)
This chart shows the percentage of
expenditure in HAL’s avocado R&D
program against each of the Australian
Government priorities for rural research
and development. Full details of
expenditure across all industries is
available in HAL’s annual report at www.
horticulture.com.au
In 2007/08 Avocados Australia Limited
acted as the service provider on ten
projects.
Full details where the Avocados Australia
Limited acted as the service provider can
be found on page 18–19 of this report.
Consultation Funding
Consultation funding is paid by HAL to cover costs for IAC meetings, annual levy
payers’ meetings and costs within the partnership agreement between HAL and
the member industry that are specified as consultation, for example R&D program
consultation. Consultation does not include funding for conferences, publications
or general communication or industry development officers/managers. These
activities can be funded as projects in the industry program. In 2007/08, $271,103 of
consultation funding was budgeted to be provided to Avocados Australia Limited.
17
 Across Industry Program 2007/08
The avocado industry contributes funding towards an across industry program that addresses issues affecting all of horticulture. Details of
the current program are listed below. A full report of the program can be found at www.horticulture.com.au/industry/acrossindustry.asp.

Project No. Title

Outcome 1 Enhance the efficiency, transparency, responsiveness and integrity of the supply chain for the total industry to provide
clear market signals

AH04007 Pesticide regulation coordinator

AH04009 Coordination of minor use permits for horticulture

AH06004 Horticulture Code of Conduct – Industry Support Package

AH07033 Incident Response Protocol – development and training for horticulture

Outcome 2 Maximise the benefits of horticultural products in the eyes of consumers, influencers and government

AH07006 Promoting the health advantage of fruit and vegetables to increase their consumption

AH07007 Horticulture Wellbeing Initiative

Outcome 3 Position horticulture to compete in a globalised environment

AH07002 HAL Market Access Coordinator

AH07003 Market access support program

AH07017 Codex Committee on Fresh Fruit and Vegetables participation

Outcome 4 Achieve long term viability and sustainability for Australian horticulture

AH06002 Horticulture Industry Strategic Plan (Future Focus)

AH06015 Cooperative venture for capacity building (CVCB) membership fees

AH07009 Horticulture Water Initiative

MT07029 Managing pesticide access in horticulture

AH07001 Horticulture Statistics database

AH06019 Australian horticulture’s response to climate change and climate variability

AH07022 Horticulture for Tomorrow – Environment Communication Program

AH07026 The Current and Future Human Resource Needs of Australian Agriculture

AH07027 Horticulture component of the National Climate Change Research Strategy for Primary Industries

AH07031 Peri-urban horticulture and land use planning: Literature Review & ‘Tool-kit’

AH07032 Independent quarantine and biosecurity review

Avocado Program 2007/08

Project Project Title Levy Start Project Organisation Contact
No or VC Project Completion

AV03005 Harvest temperature effects on VC 30-Jul-03 23-May-08 Department of Agriculture Alec McCarthy
postharvest avocado quality & Food Western Australia 08 9780 6273
AV04001 Improved management of avocado Levy 31-Jan-05 22-Oct-07 QLD Department of Fiona Giblin
diseases Primary Industries & 07 3896 9299
Fisheries
AV04007 Rootstock improvement for the Australian Levy 01-Jan-05 30-May-08 Sunshine Horticultural Tony Whiley
avocado industry – phase 2 Services Pty Ltd 07 5441 5441
AV04008 The development of canopy Levy 01-Jul-04 31-Aug-08 Avocados Australia Antony Allen
management strategies suited to the Limited (AAL) 07 3846 6566
different growing environments across
Australia for increased profitability
AV06001 Improving spraying and management of Levy 01-Jul-06 01-Oct-08 Growing Greener Growers Henry Drew
18 spotting bugs in avocados 07 5445 0032
Project Project Title Levy Start Project Organisation Contact
No or VC Project Completion

AV06002 Improving technology uptake in the WA VC 01-Nov-06 01-May-10 Western Australian Alec McCarthy
avocado industry Avocado Growers 08 9780 6273
Association
AV06003 Study groups to achieve globally Levy 15-Dec-06 31-May-10 QLD Department of Simon Newett
competitive avocados Primary Industries & 07 5441 2211
Fisheries
AV06005 Econometric ROI and Investment Levy 02-Jan-07 30-Mar-07 Horticulture Australia Roger Bramble
Apex Analysis Limited 02 8295 2300
AV06006 Scoping of a national Avocado Quality Levy 01-Oct-06 30-Sep-09 Avocados Australia Joanna Embry
System and management of Avocado Limited (AAL) 07 3846 6566
industry information systems
AV06010 Export development for the Australian Levy 04-Jun-07 29-Aug-08 Avocados Australia Antony Allen
avocado industry Limited (AAL) 07 3846 6566
AV06011 Guidelines for avocado irrigation Levy 01-Jul-06 31-May-07 RMCG Anne-Maree Boland
management 1300 306 043
AV06020 Avocado carbaryl residue trials Levy 30-Nov-06 18-Aug-08 Agronico Research Pty Ltd Dale Griffin
03 5976 4511
AV06026 Avocado supply chain mapping and Levy 14-May-07 15-Jun-07 Avocados Australia Antony Allen
resource audit Limited (AAL) 07 3846 6566
AV06028 Avocado R&D Roadshow 2007 Levy 20-Jun-07 29-Aug-08 Avocados Australia Antony Allen
Limited (AAL) 07 3846 6566
AV06029 Investigation, analysis and development Levy 02-Jun-07 29-Aug-08 Richard de Vos Richard de Vos
of a strategic plan to maximise avocado 02 9973 4507
sales in the food service markets
AV07000 Improving yield and quality in avocado Levy 02-Jul-07 30-Sep-10 QLD Department of Elizabeth Dann
through disease management Primary Industries & 07 3404 6999
Fisheries
AV07001 Investigation of the distribution and Levy 10-Jul-07 30-Mar-10 QLD Department of Andrew Geering
incidence of Avocado sunblotch viroid in Primary Industries & 07 3896 9353
Australia Fisheries
AV07003 Determination of health-promoting Levy 31-Jan-08 30-Oct-08 Food Science Australia Dimitrios Zabaras
bioactives in Australian avocados 02 9490 8352
AV07005 Development and commercial application Levy 04-Jan-08 31-May-11 QLD Department of Danielle Le Lagadec
of an avocado fruit robustness test Primary Industries & 07 4155 6244
Fisheries
AV07010 Infocado information extension project Levy 18-Apr-08 17-Jun-08 Avocados Australia Antony Allen
Limited (AAL) 07 3846 6566
AV07012 Australian avocado export efficiency Levy 30-Apr-08 27-Feb-09 Avocados Australia Antony Allen
powers consultation Limited (AAL) 07 3846 6566
AV07018 Avocado retail quality surveys Levy 10-Sep-07 31-Oct-08 Avocados Australia Antony Allen
Limited (AAL) 07 3846 6566
AV07019 Online consumer quality survey Levy 30-Nov-07 29-Feb-08 HortResearch Ltd Karl Crawford
649 925 7227
AV07024 Market opportunities for avocados Levy 25-Apr-08 28-Nov-08 p2p business solutions Jenny Margetts
beyond fresh fruit sales 07 3366 2710
AV07025 Benchmarking the usage and attitudes of Levy 01-Apr-08 04-Jul-08 Consumer Insights Joseph Ebbage
health professionals 0407 543 340
AV07900 Avocado Partnership Agreement 2007/08 Levy 01-Jul-07 30-Jun-08 Avocados Australia Antony Allen
Limited (AAL) 07 3846 6566
MT06020 Improving market access R&D for the Levy 01-Jul-06 01-Jul-10 Horticulture Australia Kim James
Australian horticultural industries Limited 08 6389 1407
MT07065 Consumer tracking study Levy 01-Jul-06 30-Nov-08 Brand Story Pty Limited David Chenu
0419 318 013
AV06500 Domestic marketing program Levy 01-Jul-06 30-Jun-07 Horticulture Australia Gunjan Tandan
Limited 02 8295 2300
AV07507 Export marketing Levy 01-Jul-07 30-Jun-08 Horticulture Australia Wayne Prowse
Limited 02 8295 2300 19
 Financial Report
AVOCADO Investment Summary
Year Ended 30 JUNE 2008

Marketing R&D Combined

2007/08 2007/08 2007/08

Funds available 1 July 2007 303,441 175,272 478,713

INCOME

Levies Received 2,022,114 1,353,789 3,375,903

Commonwealth Contributions 702,523 702,523

Other Income 14,128 48,799 62,927

Total Income 2,036,242 2,105,111 4,141,353

Budget 1,770,443 2,100,514 3,870,957

Variance to Budget 265,799 4,597 270,396

PROGRAM INVESTMENT

Levy Programs 1,572,707 1,236,619 2,809,326

Service Delivery Programs by HAL 214,203 168,427 382,630

Across Industry Funding 14,345 14,345

Levy Collection Costs 45,560 24,158 69,718

Total Investment 1,832,470 1,443,549 3,276,019

Budget 1,698,121 1,986,242 3,684,363

Variance to Budget (134,349) 542,693 408,344

Annual Surplus/Deficit 203,772 661,562 865,334

Closing Balance 30 June 2008 507,213 836,834 1,344,047

FOR MORE
AVOCADO Industry INFORMATION CONTACT:

Advisory John Tyas

Industry Services Manager
Committee (IAC)
Bob Granger (Chair)
Daryl Boardman
Lachlan Donovan
Colin Fechner
Jennie Franceschi
Jim Kochi
Henry Kwaczynski
Chris Nelson Horticulture Australia Limited (HAL)
Suite 329, 433 Logan Road
Tom Silver
Stones Corner QLD 4120
John Walsh
T 07 3394 8220
Antony Allen (ex-officio)
E john.tyas@horticulture.com.au
John Tyas (ex-officio)

20
Horticulture Australia Limited (HAL) Level 7, 179 Elizabeth Street Sydney NSW 2000 T 02 8295 2300 F 02 8295 2399 www.horticulture.com.au