Ecolabels sell `green' exports

Business Asia, Sept 13, 1999

Tasmanian horticultural products will get a new identity in Asia courtesy of a new "ecolabelling" scheme between exporters and the Department of Primary Industries, Water and Environment.

The ecolabelling pilot scheme aims to convey to Asian retailers the production processes involved in getting the product to their shelves.

A certificate signed by the Premier of Tasmania will highlight features of interest to consumers and the rest of the information supporting the label will be listed on a document held by retailers.

Department manager of vegetables and horticulture Tom Batchelor said the scheme involved a partnership between packers and exporters in Tasmania and retailers overseas.

"Many of the growing conditions we adhere to in Tasmania are not being recognised in the product that goes on the market," he said.

"For example, growers often minimise the amount of pesticide being used, have quality assurance programs in place and grow their produce in an uncontaminated and pollution-free environment.

"But when you see Tasmanian carrots in the supermarket in Tokyo, all that information is not conveyed and they look just like carrots from anywhere else."

Batchelor said one of the scheme's main aims was to maintain access for Tasmanian products in Asian markets as well as eventually leveraging a premium for those products.

"If you don't provide information about the whole production system and what is happening in the production chain then you have no hope of trying to leverage premiums at the other end," he said.

The pilot scheme, which began on August 31, will initially target vegetables.

To receive the ecolabel endorsement, products must satisfy three criteria: quality assurance certification, use of integrated pest management and participation in a residue testing program.

Other criteria can be added to the label depending on the particular market in which the product is being sold, including its freedom from pests and disease.

Ecolabelling is already being used on Tasmanian meat to certify freedom from the use of hormones and antibiotics.