The SPC story of declining demand highlights the plight of our farmers and manufacturers yet again. We can only hope that a public company can get the attention of the Ministers for Agriculture and Trade, because they have certainly not been listening for decades. The Australian Companies Institute Limited (AUSBUY) has warned of the consequences of poor policies and loss of control of our assets for nearly 22 years. Reduced demand for farm goods, value added by manufacturers here needs to be addressed because the food industry is the last major manufacturing sector we have which represents a broad cross section of small, medium and large business throughout our regions.
The story is more complicated than at first appears. We have been complicit in the deteriorating situation for over two decades. Australia’s largess without a long term strategic plan has exacerbated our food security. Open door policies signed under the WTO and OECD Agreements, Free Trade Agreements that have rarely been to our advantage; reduced funding over the years for gatekeepers such as Bio Security Australia and AQIS; little control over the standards of imports relative to the standards required of our farmers and manufacturers; poor labelling laws showing country of origin; the high dollar; ACCC’s approval of control of every major food commodity except rice beyond the farm gate by foreign owned companies making our farmers price takers not price makers; loss of major iconic brands which are Australian owned; the growth of private label further eroding profits for local manufacturers; and the ACCC’s recent determination that there will be no code of conduct for retailers, all add to our food industry woes.
While SPC cites the high dollar and competition from own brand, private labels in supermarkets, the issue is a little more complicated. SPC’s lower demand for Australian fruit was exacerbated in recent years when they dismantled a factory in Shepparton and set it up in Spain, because Australian exports have an 18% tariff into the EU. This made sense for SPC and the Spanish farmers and factory workers there, but not for Australia. Coca Coal Amatil appreciated the value of the SPC brand. Its prestige both here and overseas built up over generations by the farmers’ cooperative.
What is happening to all the Australian owned manufacturers who do not have the might of Coca Cola Amatil? We should be supporting our owned brands. We can only hope that this will be wake up call. Consumers are increasingly concerned about where our food comes from and where our jobs are generated. That concern should be reflected by our policy makers. We need to listen to our owned while we still can. Sign the AUSBUY petition to ask for a hold on foreign sales until we have a national interest test.
CEO – Australian Company Institute Limited
In Reference to:
SPC production cut to slice 50 percent of fruit growers crop
- April 24, 2013
- Sophie Langley
Australian industry groups are offering support to 170 Goulburn Valley fruitgrowers after food processing company SPC Ardmona said it would not be taking their produce from 1 May 2013.
The Company, which is a subsidiary of Coca Cola Amatil (CCA), said the high Australian dollar and competition from cheaper imported products have left it no choice. It forecast a reduction of up to 50 per cent in intake for some fruit categories for the 2014 season.
Australian Food News reported in February 2013 that SPC Ardmona’s troubles had led to a 22 per cent drop in earnings for its parent company CCA.
SPC Ardmona said it is currently half way through what it termed a three-year “business transformation strategy”, which aims to address issues of efficiency and waste reduction throughout the entire business. The Company said it plans to work with key retailers, who it believes do want to support Australian fruit growers.
“We are not competing on a level playing field against the overseas sourced private label products,” said Peter Kelly, Managing Director SPC Ardmona. “We are competing against products from countries that have considerably lower labour and production costs and arguably lower quality standards than we have in Australia,” he said.
“A more than 50 per cent appreciation in the Australian dollar in the past four years has made cheap imported food even cheaper and has also severely impacted on our export markets,” Mr Kelly said.
SPC Ardmona said market share of imported private label canned fruit had grown to 58 per cent, while SPC Ardmona canned fruit share had declined to 33 per cent and the Company’s export market volumes had declined by 90 per cent in the past five years.
According to data from market research organisation Nielsen, published in ‘Retail World Grocery Guide 2012’, SPC Ardmona had 50.2 per cent value share and 40.8 per cent volume share of the shelf-stable fruit category in 2012. The grocery guide showed that in 2012, private label products had 29.1 per cent value share in the category, and 39.8 per cent volume share.
The Company said it would be seeking temporary tariff protection relief from the Australian Government to assist the fruit processing industry during the period of the strong Australian dollar, and more effectively market its brands to consumers with “stronger Australian grown and Australian made messages”.
Speaking to the Australian Broadcasting Corporation’s (ABC) AM radio program, John Wilson, spokesperson for industry body Fruit Growers’ Victoria, agreed that the high Australian dollar was a big challenge for the sector.
“A combination of the collapse of global markets in North America and Europe and an oversupply of canned fruit; at the same time our Australian dollar purchasing power increased,” Mr Wilson told the ABC program. “And unfortunately the cannery can’t meet that competition on a short-term turnaround,” he said.
Mr Wilson said the fruit growing sector needed a “restructure program, a restructure package that has a transition and an exit component in it for the health of fruit growing right across the district”.