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The edible fruits of 8 species of the Southeast Asian genus Durio known commonly as durian vary considerably in terms of size, shape, pulp/fruit ratio, and flavour. However, only the fruits of Durio zibethinus are presently marketed to a significant extent across Southeast Asia, while the other Durio species are mostly of restricted use and distribution, and poorly known. Considered in Asia the "King of the Fruits", because of its distinctive texture and flavour, durian is deeply appreciated by most Asian consumers (increasingly also in export markets), while non-Asians generally find its aroma repelling. Because of its diversity and attraction to consumers, there is potential for durian to be developed into a range of highly differentiated varieties and products. There is circumstantial evidence of the importance of local peculiarities such as soil and climate variation to influence durian quality, further adding possibilities of quality differentiation through the concept of “terroir” that has been very successfully implemented in a variety of agricultural products such as wine and cheese. Durian has all the potential to become an emblematic product of Southeast Asian countries. Stories abound of affluent consumers in China paying enormous prices for durian, which indicates emerging connoisseurship of this fruit. However, currently there is very little understanding how genotype, environment and crop management interact to result in durian quality. Also, a vocabulary to describe the subtleties of durian flavour needs to be developed and communicated to consumers in order to develop greater appreciation for durian diversity and value. There are many parallels from the wine industry that could be employed such as the branding of local product qualities, and the use of geographical indications to protect growers from disloyal competition. This paper describes potential pathways for durian development from its current commodity status towards a high-value product, by taking advantage of the genetic diversity and emerging market opportunities. We also highlight research needs, with emphasis on the need for poor producers and keepers of durian diversity to derive greater benefits from growing this crop.
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High-value differentiation of durian:
Are we missing an opportunity?
Khoo Teng Kew
5th International Symposium on Tropical and Subtropical Fruits
Guangzhou, China18-20 June 2012
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Outline
• Crops for the Future – Who we are?
• Diversity of Genus: Durio
• Durian Consumption Trends
• Geographical Indications– A value-creation tool 2
Crops for the Future (CFF)• Global partnership organization to
foster enhanced collaboration amongst R&D stakeholders of underutilized crops
• Established in 2009 through the merger of ICUC1 and GFU2
• Operating out of Malaysia
• Co-hosted by Bioversity International and the University of Nottingham, Malaysia Campus
• Core funding from DFID/UK3
1 International Center for Underutilized Crops2 Global Facilitation Unit for Underutilized Crops
Durio Morphology
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Inflorescence
Durian fruit
Export Value Chain
• Unique selling point: Aroma and taste• Value: USD 0.50 - 10.00 per kg
• Most planted fruit tree in Malaysia *• Export value: USD 5.6 million (2010) *• Farmers: 45,502 (2010) *• Production: 300,470 t (2010) *• Net profit: approximately USD 1 per kg
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* Statistics in MalaysiaSource: Department of Agriculture, Malaysia
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Source: Department of Agriculture, Malaysia
2005 2006 2007 2008 2009 2010
Acreage (Ha)
110615 105388 99408 96762 88719 104655
Production (t)
378657 292681 312157 277767 278076 300470
Value (mil. USD)
266.952931 305.831780333333
381.319670333334
432.019656666667
429.442652333334
464.025835
25000
75000
125000
175000
225000
275000
325000
375000
25
75
125
175
225
275
325
375
425
475
Acreage, Production & Value of Durian in MalaysiaLe
ft-a
xis
- Acr
eage
& P
rodu
ction
Righ
t-ax
is -
Valu
e of
Dur
ian
Acreage (Ha)
Production (t)
Value (mil. USD)
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Geographical Distribution of Durian Cultivation
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Durio Diversity
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Durio zibethinusDurio dulcis
Durio graveolens Durio kutejensis
Durio Diversity
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Durio lowianus
Durio oxleyanusDurio testudinarum
Durio dulcis
12Source: Salma (2011)
Durio graveolens
13Source: Salma (2011)
Durio kutejensis
14Source: Salma (2011)
Durio lowianus
15Source: Salma (2011)
Durio oxleyanus
16Source: Salma (2011)
Durio testudinarum
17Source: Salma (2011)
Durio zibethinus
18Source: Salma (2011)
Commodity Mindset
19The various cultivars of Durio zibethinus
Geographical Indications (GI)
• An indication which identifies any good as originating in a locality (country or territory)
• A given quality, reputation or other characteristic of a good attributable to their geographical origin
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Diversity • Inter-specific & intra-
specific
Post-harvest Management• Harvest date & methods• Maturity• Pest & disease incidence• Handling & storage
conditions 21
Components of Quality Management
Environmental
• Climate• Soil
Geographical Indications
Problems with Durian
• So much diversity, but not used
• Commodity approach - Mass production of an undifferentiated product
• Unsubstantiated “quality” claims
• Insufficient quality differentiation
• Lack of durian flavour vocabulary 22
Durian Preference
• 51% of those who do not consume said they dislike the strong aroma
• Monthong variety preferred due to its milder aroma for the 72%
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72%
28%
Durian Consumption in ThailandConsume Do Not Consume
Source: Tiyaratanakura (1991)
Durian Preference
• Majority whom have no preference ages below 20 years old
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Source: Rozhan (2006)
49%
11%
40%
Durian Preference in MalaysiaVillage Durian Released Varieties No Preference
Durian Products
25
Lempuk
Dodol
Srikaya Tempoyak
Durian Products
26Minimally processed durian (MARDI)
Missing an Opportunity?
• An emblematic product of Southeast Asian countries
• Emerging connoisseurship of this fruit• However, currently there is very little
understanding how genotype, environment and crop management interact to result in durian quality
• Emulate the wine industry such as the branding of local product qualities, and the use of geographical indications to add value as well as protecting growers from disloyal competition 27
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Opportunities and Needs
• How can indigenous producers benefit from value chain development of specialty durian?
• Assist communities with technical product dossiers required to substantiate GI submissions to the state
• Assist communities with setting up of organizational and administrative structures to maintain and defend GI
• Assess the appropriateness of national GI legislation and, if necessary, propose legislative changes to accommodate poor farmer needs
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Collaboration
• CFF is in the process of developing a project by looking into the opportunity of using GI as a value-creation tool for durian in the Southeast Asian region
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Thank You!www.CropsfortheFuture.org
Khoo Teng [email protected]
Literature• Nanthachai, S. Durian – Fruit development, postharvest
physiology, handling and marketing in ASEAN. Published by: ASEAN Food Handling Bureau
• Salma, I. 2011.Durio of Malaysia. Published by: Malaysian Agricultural Research and Development Institute (MARDI)
• Rozhan, A.D. 2006. The consumers’ preference for durian in Malaysia. Economic and Technology Management Review. 1(1): 37-49
• Tiyaratanakura, P. 1991. Thai consumers desire in consuming durian (Durio zibethinus Murr.). Undergraduate Special Problem. Department of Horticulture, Kasetart University Bangkok
• MARDI (2012) [Online]. [Accessed 11 June 2012]. Available from World Wide Web: http://www.mardi.gov.my/
• Department of Agriculture (2012) [Online]. [Accessed 11 June 2012]. Available from World Wide Web: http://www.doa.gov.my/
• MSN (2012) [Online]. [Accessed 11 June 2012]. Available from World Wide Web: http://news.malaysia.msn.com/weird-news/article.aspx?cp-documentid=4218898
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The Need for Collective Action
• We are a dispersed community, fragmented by our crop and institutional mandates, yet have common goals
• We are perceived as peripheral to the agricultural agenda
• We don’t speak with a global voice such as the CGIAR
• We are not heard by funders, policy makers and in global debates about food, sustainable agriculture, climate change
• We need more national champions and senior mentors for young NUS scientists
• We need synergies for generating evidence to support our global agenda 32
Our Goals
1. Facilitate access to knowledge on NUS, through web portal, monographs, synthesis papers, and databases, especially in the areas of production, sustained market access, nutritional security
2. Provide information services to NUS stakeholders (grant and training opportunities, library resources)
3. Engage in policy to promote the use of NUS (market access barriers, IAR, GFAR)
4. Increase awareness on the potential and contributions of NUS for livelihoods (conferences, review papers, press articles)
5. Strengthen capacity amongst NUS researchers
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CFF’s working definition of “neglected and underutilized species” (NUS)
• Farmed or gathered on a small scale • Unrealized potential for contributing to
food security and nutrition • Often linked to the cultural and culinary
heritage of their place of origin, and maintained by poor, often indigenous farmers
• Distribution, biology, cultivation and uses are poorly known and documented
• Receive little attention from research, policy makers, donors and technology providers
• Informal seed systems• Several hundred species!
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