Four take away points on the future of

Future strong because vegetable growers at the forefront of innovation. • Vegetable growers voted

Vegetable growers strong concern for the environment and community • Vegetable growers have a

Health concerns a major opportunity for vegetables. • At present only 10% of the

Concentrate on the consumer • There is not a problem on the supply side.

Slides: 5

Four take away points on the future of the vegetable industry Address to Agribusiness Summit 2009 Ian James Vegetable Industry Economist Industry Data Economic Analysis Cowes August 5, 2009

Future strong because vegetable growers at the forefront of innovation. • Vegetable growers voted to pay a levy at the first point of sale to finance research and development into the industry. • Vegetable growers use sophisticated production methods usually involving computerised release of water and other inputs. • Vegetable growers are quick to respond to new economic production techniques and adapt and invest in response to changing consumer demands n. b. new vegetables and packaging.

Vegetable growers strong concern for the environment and community • Vegetable growers have a keen interest in protecting the environment by reducing chemical use, the undertaking of integrated pest management programs and signing up to an industry devised Enviro. Veg program. • It is absolutely critical that Australia preserves its image of green, clean and responsible pest control. • Bio security is a critical issue for the economic security of vegetable growers as globalisation and increasing cross border travel raises the risk of major disease and pest outbreaks. • Vegetable growers donate seconds to Food Bank and other community organisations involved with assisting the under privileged.

Health concerns a major opportunity for vegetables. • At present only 10% of the population intake the recommended 5 vegetables per day, with the national average closer to 2 vegetables per day. • Growing obesity and declining health provide a great market opportunity for the promotion of fresh vegetables. • Vegetables are not sexy and the industry needs to promote cultural change and to consider how to do this in conjunction with health authorities which have a vested interest in promoting vegetables.

Concentrate on the consumer • There is not a problem on the supply side. Vegetable growers can supply top quality vegetables at cheap prices. • Demand is the issue. • Vegetable growers will gain most by a whole of supply chain approach that promotes the vegetable industry. • Understanding the consumer and targeting markets will assist returns – demographics, organic, local.