Ito En president and CEO, Mr Hachiro Honjo, said there was demand for 110,000 t of green tea in Japan each year. He said 90,000 t was produced domestically and the remaining 20,000 t was currently sourced in China. But, Mr Honjo said, Green Tea grown in Australia had proven to be of a much higher quality than Chinese tea, paving the way for Australia to enter the market.
Japanese Green Tea consumption is expected to increase by 50 per cent over the next decade and new markets are also developing in Australia, the United States and Europe. Mr Honjo said this meant there would be more opportunities for Victorian farmers to get involved in the industry.
Ito En, established in 1966, developed the world’s first canned oolong tea in 1981, followed by canned Green Tea in 1985. These products created a new market for sugarless beverages and capitalised on the ever-expanding “healthy foods” trend. In the 2003/04 financial year the company recorded a profit of AU$300million.
Ito En’s decision to invest in Australia was made by Mr Honjo after a visit here more than a decade ago. In 1994, 200 plants were imported to Australia as seed stock for the industry, which today consists of 1 million mature plants and another 1 million seedlings.
For Victoria’s pioneer Green Tea growers, Ito En and the people that have supported the development of the industry, the opening of the processing plant is a significant milestone to have reached. Now, according to Mr Honjo, it is up to the Australian industry to drive future success.
For more information contact Ross Clarke, Department of Primary Industries Market Development Officer on (03) 9210 9387 or E-mail ross.clarke@dpi.vic.gov.au |
