APRICOTS

Dried, multi flavour infused sulphur free snack

ADDING MORE VALUE

1. Traditionally Tasmanian, and to a lesser extent mainland Australian, dried apricots cannot complete on the global market. Lower production costs and cheaper transportation from countries such as Turkey, have given them a comparative price advantage. The advantage is made greater due to consumer behaviour, which tend to see most dried apricots used in other preparations as opposed to being a ready to eat product. Thus multi-price tiering, like chocolate (which range from the cheap milk bar to expensive boxed chocolates), has not occurred.

2. But consumer behaviour is changing. A typical ready to eat customer seeks a healthier alternative but with the characteristic convenience, and affordable luxury traits. This has resulted in lower fat and sugar products and products which are individually wrapped (note the success of individually wrapped sugar-free polo mints!!).

3. PR and retail outlets to which we have spoken believe that the next stage of development is already taking place towards more complex and interesting '‘natural” foods but at “normal prices”. Whilst look remains important, taste is becoming more so.

4. In limited consumer trials, our cherry infused dried apricot scored highly.
We believe it did so for 3 main reasons:
1. Colour – unlike other non-sulphur apricots it does not look shrivelled and dark but has a deep red blush, reminiscent of a good claret;
2. Taste – it retains the characteristic apricot flavour but with an interesting sour cheery aftertaste;
3. It is sulphur free – and thus especially appropriate for asthmatics and people who suffer from respiratory problems.