Introduction
On my first day at Export Unlimited (EU), I quickly learned that shipping an apple halfway around the world requires far more than just a ship and good intentions. Export marketing requires a deep understanding of logistics and customer needs, rendering it crucial that EU has a detailed marketing plan to increase Washington State apple exports to Taiwan. Apples are one of Washington’s most significant agricultural exports, and Taiwan remains a stable, high-value market with strong demand for premium fruit. This paper proposes an export marketing plan designed to leverage EU’s logistics to increase Washington apple exports to Taiwan by targeting farmers, traders, and grocery store owners.
Information about EU
Export Unlimited is a global shipping company that provides services in ocean, air, and rail transportation. With offices across the United States and in international markets, EU has established itself as a reliable partner for exporting goods. More specifically, its expertise is in shipping refrigerated goods and perishable products. To ensure the safe transport of perishable goods, EU relies on advanced refrigerated containers, often referred to as reefers. These insulated shipping units feature built-in cooling systems that maintain a temperature-controlled environment, regulating oxygen and carbon dioxide levels to slow respiration and extend shelf life (Sredojevic et al., 2025). According to a report by Jonathon Swart, a senior director of specialized services of logistics, “Efficient cold chain management minimizes spoilage and extends the shelf life of perishable goods, thereby reducing the overall amount of wasted produce. This aligns with sustainability goals and addresses concerns related to global food security” (Swart, 2024).
These containers support EU’s weekly shipment operations, which are designed to meet the timing requirements of international customers. From Seattle to New Taipei, Taiwan, EU operates three ocean shipments per week. These ships depart Monday, Tuesday, and Friday, with transit times of 15, 17, and 21 days depending on the route. EU’s ability to deliver apples within 15 days aligns with customer preferences which makes the company highly competitive for exports. EU is a highly capable and competitive partner for shipping apples because it provides departure and arrival dates, which reduces uncertainty for customers, giving them a clear understanding of their imports. In fact, research shows that when firms use communication with customers, they “experience a direct increase in their probability of exporting” (Higón & Bonvin, 2022).
Information about Washington Apples
These precise conditions are critical for Washington apples, which must be harvested and stored carefully to preserve quality through long-distance transport. Apples that are destined for export are prepared by first being harvested at optimal maturity and rapidly pre-cooled to near freezing temperatures to remove field heat. Washington State farmers grow a range of apple varieties, including Fuji, Gala, Red Delicious, Granny Smith, and Honeycrisp. Depending on the type, apples are typically harvested between late August and October. After harvest, apples are cleaned, sized, sorted, and packed. This allows apples to be sold year-round, including high demand periods in Taiwan.
Taiwan’s Expectations of Apples
Fuji apples, in particular, are highly favored in Asian markets due to their sweetness and juiciness. This makes them perfect for major lunar-year festivals, especially the Chinese New Year, which usually occurs in late January or early February. During this period, consumers are willing to pay high value prices for flawless fruit. Taiwanese consumers value apples as a premium fruit, with consumption driven by quality rather than quantity. For example, apples are often sold individually in pristine packs, because they value their perfect, shiny appearance, unlike U.S. customers, who commonly buy bags of apples. This is a strategic opportunity for Washington apple exporters and EU’s shipping service. Washington State accounts for approximately 65% of U.S. apple production and is the major exporter to international markets (U.S. Department of Agriculture [USDA], 2023). The top export markets for Washington apples include China (980,936,000 kg), Italy (930,459,000 kg), European Union (950,211,000), Chile (554,139,000 kg), Poland (784,142,000 kg), South Africa (671,162,000 kg), New Zealand (341,620,000 kg), France (334,849,000 kg), Turkey (316,680,000 kg), and Netherlands (121,565,000) (World Integrated Trade Solution, 2024). Importing thousands of metric tons annually, Taiwan consistently ranks among the top five destinations, with more than 70 percent of the largest share being Fuji apples (Weber et al., 2025).
Information Tools to Help Solve Problems
An effective export marketing plan requires a thorough understanding of both the product and the market, as it allows EU to meet the specific needs of its customer segments. These stakeholders ultimately determine the demand for the company’s services. There are three types of customers who must be engaged and assured that apples shipped by EU will arrive in good condition: apple farmers in Washington, apple traders who buy and sell the apples, and grocery store owners who will vend the apples in Taiwan. To support this analysis, material is drawn from several sources of export marketing information, such as the U.S. Department of Agriculture export reports, the International Trade Association, peer-reviewed journals on logistics, Washington Apple Commission market statistics, Taiwan Bureau of Foreign Trade statistics, and industry-specific research.
Explaining the Export Marketing Plan
Trust is a foundational element in successful businesses operations, including the trust between firms and their customers. People prefer buying from sellers whom they recognize and have confidence in; therefore, it is crucial that EU’s customers know everything they need to about the company. Apple farmers, traders, and grocery store owners want to be assured that their products will arrive safely and quickly. Fortunately for them, EU already promises the customers exactly when the apples will arrive. While that establishes an initial start, a detailed plan must be implemented to further convince the three customers that EU is the preferred option for shipping.
Plan of Action
Generally speaking, one effective tactic across all segments is to utilize emails and maintain a dedicated point of contact in both Seattle and Taiwan offices for smooth communication. This also helps share updates on shipment schedules and logistics.
More specifically, EU will schedule in-person or online meetings to present its cold-chain logistics, schedules, and product quality to the Washington apple farmers. In these meetings, EU will provide brochures and data sheets displaying the company’s track record of successful fruit exports, including testimonies of past customers who have successfully shipped through EU (Raia, Alston, & Cook, 2004). This is very effective as it will prove to the farmers that EU is a reliable exporter of perishable goods. Now that the farmers know demand exists, EU will then assess willingness to increase supply and give guidance on how to prepare apples for transportation overseas.
Next, to persuade apple traders to ship through EU, we first need to ensure that EU is listed and actively participates in trade associations such as the National Association of Customhouse Brokers and Forwarders and Export Yellow Pages (Raia, Alston, & Cook, 2004). This will prove EU’s membership and certifications of credibility and professionalism, making it easier for traders to find EU as an exporting option. EU must then connect and match these traders with Taiwanese grocery store buyers to break down the supply chain for new sales opportunities. Additionally, its effective to provide data on Taiwanese customer demand, buying habits, and apple preferences. EU will underline both our logistics and scheduling reliability by showing refrigerated containers, so they know that apples remain fresh throughout transit. Moreover, we will also provide our clear shipment schedules, including the 15-day option for ideal freshness upon arrival in New Taipei. These steps allow the apple traders to see us as the best ones to do the job.
Once EU has an agreement with apple traders to buy and sell Washington’s apples, we can then contact grocery store owners in Taiwan. This is where a representative from the office in Taiwan, like Bruce Lee, will work closely with the grocery store owner, meeting in person to prove that the apples are high quality and will remain at the right temperature. This can be done by sending product samples. And lastly, representatives should align shipments with peak demand periods such as the Chinese New Year to increase the number of imports of fresh apples. By following these steps, we position EU as the most reliable shipping partner for everyone involved.
Personal Reflection on Main Objective
The goal of this plan is to increase shipments of Washington apples to Taiwan by establishing Export Unlimited as the preferred logistics partner for apple farmers, traders, and grocery store owners. This project proved to me that the logistics behind exporting is far more complex than I had thought, let alone the exports of perishable goods. It requires immense knowledge of customer expectations at every stage, and supply chains both domestically and internationally. One influential factor that prompted my plan for market expansion was the importance of keeping the product fresh. Apples are a perishable product, but their quality directly impacts the customer’s satisfaction and pricing. Preserving the apples is what keeps the farmers, traders, and grocery store owners’ reputations protected. Another significant factor that went into my proposal is communication. Whether it is constant emails, working together in person or virtually, effective communication is essential to the success of the shipment of goods. Apple farmers need assurance that their products will be handled properly, traders rely on well-timed updates to coordinate sales, and Taiwanese grocery store owners require advance notice to plan inventory. Communication builds trust among all partners involved. I think that goes for everything, including the stewardship, integrity, and respect for others, which are all biblical principles.
Biblical Integration
Scripture repeatedly encourages believers to communicate in ways that are honest and edifying, aligning well with the need for accurate information sharing throughout the export process. Ephesians 4:25 reminds believers, “Wherefore putting away lying, speak every man truth with his neighbour: for we are members one of another” (Ephesians 4:25, King James Version). As a Christian employee, my role is to serve customers faithfully, communicate truthfully, and seek mutually beneficial outcomes that honor God and support sustainable trade relationships. This project also challenged me to consider how easily efficiency and profit could be prioritized over integrity in global trade. Proverbs 11:1 speaks about this saying, “A false balance is abomination to the LORD: but a just weight is his delight.” (Proverbs 11:1, King James Version). As a future professional, I recognize the importance of focusing on truthful communication and decision making that ultimately points people to God, even when it may be less convenient.
Conclusion
Even now, EU has a strong competitive advantage for leveraging itself to Washington apple farms, apple traders, and grocery store owners in Taiwan. Shipping an apple halfway across the world requires far more than one might assume but by following the proposed marketing plan, EU will soon be able to export more apples to Taiwan and grow in international markets.