An Australian cherry shipper is taking steps to tackle counterfeiting challenges that have arisen in Asia, where its brand has been misappropriated at least three times this past season.

Reid Fruits marketing and business development manager Lucy Gregg said the company had photographic proof of at least two imitation cartons distributed in China, and another example from Vietnam where Australian fruit has been prohibited as of Jan. 1.

"One fake carton is being distributed through on-line sales in China (claiming they were authorised agents/distributors for Reid Fruits) and the other is in the wholesale market," Gregg said in an email.

"The degree of sophistication varies but in some cases you would find it difficult to separate the real carton from the fake carton.

"Fake cartons have been around for years, so this is nothing new, but we are now looking at new ways to help the consumer get assurance that the products they are buying are our genuine products. We are working with several partners to find the best and most cost effective way to undertake this."

The Australian Financial Review highlighted that Reid Fruits had been using Sensor-T sensors in one of its orchards, as a traceability technology that allows for real-time data so that consumers can know exactly where their food comes from.

In the email, Gregg said the company had been proactive this year advising importers when it found information about or photos of fake cartons.

"In some cases they were actually advising us when they found fake carton in the markets," she said.

"Reid Fruits have made representation to both the Australian and Chinese governments in relation to the issue and we will continue to monitor and undertake proactive measures to protect consumers and the Reid Fruits brand."

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