|
|
|
|
|
|
California Tomato Growers Go the Extra Mile for Japan
By Donald Washington
Although it took many years of industry and government effort to open the Japanese market to U.S. tomatoes, the work’s not done yet. Now the focus is on giving Japanese importers what they demand – a nearly flawless tomato.
Although California shippers already adhere to rigorous USDA standards for fresh market tomatoes, shippers are going even further. They’re carefully considering the needs of their customers and packing and shipping specifically for the Japanese market. The result: new standards with stringent specifications.
To recognize the efforts of U.S. shippers working to meet Japanese importer demands, the California Tomato Commission recently created a Voluntary Export Standards Program for Japan to promote those exporters who are adhering to higher standards.
Tomato traders will recall that, in April 1997, Japan opened its market to 25 different varieties of fresh market tomatoes from the United States. Right from the beginning, the Commission cautioned U.S. exporters that despite the fact that most tomatoes would be used in food service, Japanese importers would insist on high-quality tomatoes.
However, after one year, the estimated quantity shipped was only about 100,000 cartons, significantly less than originally anticipated.
Given the importance that California shippers placed on the market, the Commission decided to jump-start sales.
According to Beth Weibert, Vice President International Marketing, California Tomato Commission, the California-Grown USA Tomatoes Voluntary Export Quality Standards for Japan program "is a sales tool to help overcome resistance to trying USA tomatoes. We think that increased sales of a higher quality product will offset costs associated with the new standards," Weibert said.
Most, if not all, shippers who are exporting to Japan are following the program guidelines--because they have found that it works.
Earlier this year, according to John Child, the U.S. Agricultural Minister- Counselor in Tokyo, Japanese traders imported tomatoes from both California and Florida to supply a successful 4-week sales campaign by McDonald’s. One trader reported that the arrival condition of tomatoes far exceeded the industry’s expectation, with only a 0.6 percent product defect level for one containerload and 3.7 percent for another load.
In previous shipments, defects were as high as 40 percent, threatening efforts of the California Tomato Commission and the Florida Tomato Committee to promote U.S. tomatoes in Japan.
The improvement was due, for the most part, to the U.S. industry’s use of a single-layer 4-kilogram carton for the Japanese market.
Japanese buyers benefit through better arrivals and less product shrinkage.
Also, a digital imaging system now used in Japan provides visual documentation of product quality and promotional activities. Photographs of shipment arrivals can be used by technical specialists in the United States to identify quality problems.
"Demand in Japan seems to be steadily increasing with more and more food chains looking to try U.S. tomatoes. As importers are able to move their product more quickly, quality problems from long holding times will decrease. Once profitability is achieved, new importers will become involved," Weibert said.
"We now look to 1999 – or late fall 1998 with a normal crop from Florida – to provide us with a critical mass of shipments," Weibert said.
After a slow start, U.S. shippers and Japanese importers now speak optimistically about the future of U.S. fresh tomatoes in Japan.
Getting With the Program
Once shippers sign the participation agreement with the California Tomato Commission, they receive a signed certificate and stickers to use on boxes, invoices or letterhead. Camera-ready art can be provided to shippers who wish to incorporate the seal on their boxes.
Because this is a voluntary program, it is managed mainly by the shippers. The Commission conducts periodic inspections of shipments to ensure compliance. Shippers not in compliance will lose their right to use the program seal and will have their certificate revoked.
There are three guidelines for participation in the program, with four additional suggestions for best results.
Guidelines:
Additional Recommendations:
For more information, contact:
Beth Weibert, VP International Marketing
California Tomato Commission
1625 E. Shaw Avenue #122
Fresno, CA 93710
Tel.: (209) 230-0116, Fax: (209) 230-0635
email weibert@internetmci.com
In Japan, contact:
Jimmy Uehara, J.Brain, Inc.
Kohyo Bldg. 7F, Honchor 5-49, Naka-ku
Yokohama-shi, Kanagawa, 231
Tel.: 45-641-3111, Fax: 45-663-1646
_____________________________________
The author is a public affairs specialist with USDA’s
Foreign Agricultural Service. Tel.: (202) 720-3101; Fax (202)
720-3229.
|
|