Marketing Overview
The main markets for Australian citrus are fresh fruit (domestic and export), fresh juice (domestic and export) and juice drinks manufactured from frozen concentrate juice.

Two dominant varieties of oranges are grown – navel and valencia. The navel variety is largely consumed as fresh fruit in domestic and export markets (80%) with the lower quality fruit mostly processed for frozen concentrated orange juice. Valencias are consumed as fresh fruit in domestic and export markets (around 35%) and as fresh juice (55%), with the remainder (10%) processed into frozen concentrated orange juice.

Mandarins are predominantly consumed as fresh fruit in domestic and export markets with a small proportion processed into juice.

The market focus of the industry has evolved over time, driven by Australia’s competitive advantage in fresh fruit and fresh juice, and competitive disadvantage in the concentrate market (due to Brazil’s large low-cost industry). Australia can export high quality fresh navel and valencia oranges and mandarins when they are out of season in the northern hemisphere, including to Asian markets where it has the advantage of proximity. Exports now represent around one-quarter of total citrus production and nearly half the total value of production.

There are many links in the supply chain that are involved in marketing Australian citrus. They include growers, packers, wholesalers, market agents, brokers, transport agents, processors, import/export agents and retailers.

Growers contribute to a national research and development (R&D), and marketing program administered by Horticulture Australia Limited (HAL). The program covers supply chain issues, quality, domestic and export promotion and export market access and development.