Marketing study and production guide for exotic tropical fruits

By definition, all tropical fruits introduced to markets outside tropical regions are exotics. The best-known tropical fruits are pineapple, papaya, mango, and avocado. In produce terminology, exotic tropical fruits (ETP) are tropical fruits that have not yet gained awareness in the international market and have an exotic nature such as an intense flavor or scent, or an unusual shape, color, or texture. Litchi, rambutan, logan, mangosteen, carambola, atemoya, and durian are considered to be exotic tropical fruits and they are the focus of this document. For the purposes of this document, exotic will be used to describe these lesser known fruits. The purpose of the marketing section of this document is to provide information on world markets for ETP in general. The exotic tropical fruit industry is still in the early stages of development and international trade in these fruits has been limited. Most countries do not compile specific market data on these low-volume fruits and very little published information on ETF exists. While production, volume, and trade statistics are scarce, there is a growing source of industry studies and opinion. Researchers and businessmen in the industry have published their views on the commercial viability of ETF. They indicate that world-wide demand for tropical fruits, juices, concentrates, and pulp has increased rapidly and should continue its upward trend over the next several years. The reasons for increased demand for tropical fruits apply to some exotic fruits as well. Development of profitable marketing opportunities for ETF will depend on producers" ability to consistently supply high-quality products. The sources reviewed for this study commonly cited three key characteristics of the ETF market. First, the market as a whole has experienced an increase in demand due to: a familiarity with and demand for unique fruits due to increased travel; rapid growth of tropical fruit production in such areas as Hawaii, Florida, and Australia; increased availability of tropical fruits through a wider variety of retail outlets; increased demand by the growing restaurant and hotel industry; and increased ethnic markets created by new and growing immigrant populations. Second, the most common problem to overcome in developing the exotic tropical fruit industry is the lack of regular supplies of quality products. Markets lack adequate sources of supply to meet the demand for ETP. At present, producers are unable to respond to volume or to quality demands. In order to develop a profitable relationship with an importer, producers must be able to sustain consistent quality and quantity over an agreed-upon time period. Importers must contribute to the success of the venture by acquiring adequate storing facilities to maintain the shelf-life and quality of the fruit. Third, because individual trade statistics are not published for these fruits, it is difficult to create support for investment in particular types of fresh tropical fruits based solely on import/sales figures. However, market analysts researching data on world-wide fruit juice and concentrates indicate a definite increase in demand for these products. The worldwide value of exports of fruit juices increased from $l to $2.8 billion between 1977 and 1981. (Author abstract)