In Indonesia, where there is fertile soil coupled with sufficient sunlight throughout the year, PT Great Giant Pineapple (GGP) has much to gain by harvesting 200,000 sweet pineapples on a daily basis at its plantation in Lampung, in southern part of Sumatra.
GGP is a large private-label manufacturer of canned pineapples. About 50% of GGP’s pineapple production is exported to more than 60 countries and regions. Besides canned pineapple, it also produces fresh pineapple, jam, cubes in cups, juice concentrate, and canned fruit cocktails.
In August 2022, the General Administration of Customs of China had issued a new protocol, which approved the export of Indonesian fresh pineapples to China if they meet the necessary requirements. Welly Soegiono, the GGP’s Director of Corporate Affairs said that GGP then immediately started to boost its production capacity to meet this huge market demand. China’s domestic production of pineapples is very limited, thereby opening up huge opportunities for Indonesian pineapple exporters.
GGP has so far exported more than 42 containers comprising of 580 tons of pineapples shipped by cold chain to China from Lampung. According to a report, it takes an average of 10 days to ship pineapples to China while temperature needs to be maintained at below 10 degree celsius.
Cindyanto Kristian, CEO of Fresh Fruit and GTM (Go to Market) of PT. Sewu Segar Nusantara, a company in charge for the marketing and distribution of fresh fruits from GPP said, “Under the scheme of RCEP as well as the China-ASEAN Free Trade Area (FTA), GGP is able to export pineapple products to China duty-free. With fast customs clearance, Indonesian pineapples are able to reach customers fast, with good prices thereby gaining strong competitiveness in this market.”
Research has found that Chinese customers are willing to pay a premium for quality fruits, and they also prefer eating fresh over canned fruits. Kristian is now pushing for market expansion of Indonesian pineapple products from the south to the northern part of China, and work with reliable distributors in the country.
GGP marketed its pineapples in China under the brand ‘Oriji’ featuring brightly coloured pineapples with strong aroma and sweet taste.