Australia has very few naturally good soils. Most are infertile and shallow. Fragile soil structures, salt or acidity and a susceptibility to water logging are other common features.
Rainfall is variable and can result in lengthy periods without rain.
Getting your product into market
New Zealand agricultural products are well regarded in Australia and many New Zealand products are seen as innovative.
Finding the right distributor or agent is paramount.
Three main organisations dominate rural store operations in Australia. Together they account for an estimated 80 percent of the rural merchandise retail business market. They are:
- Landmark
- Elders and
- Ruralco.
These three generally prefer to purchase products direct from an existing supplier (whether it is a manufacturer, distributor or agent). To cut costs and administration rural suppliers are rationalising their supplier network.
The rest of this market is made up of a number of smaller suppliers. Some smaller national suppliers also act as wholesalers, so companies such as Elders and Landmark buy from them as well. These suppliers are more likely to order direct from New Zealand companies.
In general, smaller, less technical products such as seeds and animal remedies are stocked in rural stores. Larger, one-off technical products (mainly farming equipment) are not always stocked in rural stores, though they have catalogues. Larger farm equipment tends to be sold at farm machinery stores which are often the distributor or dealer for the region or state.
For innovative farm equipment field days are a good marketing tool to promote products directly to farmers.
Regulations
New Zealand goods can enter Australia duty free provided they meet Rules of Origin (ROO). This determines whether goods have been made in either Australia or New Zealand.
Products derived from animals, plants and micro-organisms (including the micro-organisms themselves) require import permits. These products include:
- human, animal or fish foods (including dairy and plant products for livestock feeds but not processed plant products for human food)
- human or veterinary therapeutics, medicines or vaccines including unprocessed dried herbal medicines which are likely to harbour micro-organisms
- environmental clean-up or bioremediation material
- ingredients for cosmetics manufacture (but not commercially manufactured cosmetics or processed plant materials).
Opportunities
- New Zealand pastoral-based farming systems are similar to those in Australia, especially in the southern regions.
- New Zealand dairy technology is not new to Australia. A number of New Zealand products are already well established in the market.
- Sheep and beef pastoral farming is also an opportunity, mainly for more general farm products such as handling equipment.
- Deer farming is a niche market in Australia but is anticipated to grow. As New Zealand is seen as an expert in this area, there are opportunities for New Zealand products.
- Other areas of opportunity include horticulture, cropping, animal health, equipment and machinery, chemicals and fertilisers, genetics, environmental products and services and training and consultancy.
