Philippines Big Importer Of State Apples
After World War II, the Philippines was predicted to be the economic tiger of Asia. Almost five decades later, this nation archipelago appears finally ready to roar.
And among the imports consumers are snatching up as they move toward affluence are Washington apples.
The Philippines broke a monthly record for Washington apple imports in September by purchasing 48,715 cartons. Total shipments for the season are at 252,197 boxes - up 10 percent from a year ago. Josephine Zarate, Washington Apple Commission representative in the Philippines, says increases will continue.
“This is a growing market,” Zarate said. “The economy is very good. The market for apples will be much bigger this year than last.”
Tony Buak of Columbia Marketing International in Wenatchee, said the Philippines is a solid performer.
“They are probably our main supporters around the world for consistent sales throughout the year,” Buak said. “And they are buying a lot of premium grades. We are working with importers serving hotels and other high-end buyers. They are paying a premium price and we are giving them the best fruit we can.”
The Philippines is also a major customer for Anita and Robert Tan, owners of Tanneah Orchards near Titan, Wash. Buyers on the islands take all the apples the Tans produce on their 100 acres.
Knowing what customers want is increasingly important as competition heats up around the world.
“It’s a tough market,” Tan said. “It’s getting very sophisticated. We have to compete with the Southern Hemisphere and Chinese apples. This year, in early September, shiploads of Chinese apples were arriving in the Philippines. They can deliver a box of apples for the cost of our shipping.”
Tan said although the Chinese are getting better at growing and storing fruit, their apples are no match for Washington’s quality. And, there is the mystique.
“Anything U.S.-made still smells like perfume in the Philippines, Indonesia and Thailand,” she said.
Zarate is using quality as the main selling point in Washington apple promotions in he Philippines. A series of newspaper ads starting running this month using headlines like “IncomparApple” and “IrresistApple.”
The commission also ran display contests and other promotions for supermarkets this month. A gift box promotion is being held, and a volume incentive program for importers will run through July 1997.
Next year, the commission might begin television and radio advertising to help grab a bigger market share.
“This is a country with 60 million people, a growing economy, political stability and they don’t grow their own apples,” said Terry Elwell, export marketing director for the commission. “It’s the perfect sales environment for us.”