The largest ever produce trade push in Australia's history to significantly boost fruit, vegetable and nut exports has been unveiled by industry group Hort Innovations.
The new 'Taste Australia' initiative was described as a “massive marketing drive” by Assistant Minister for Agriculture and Water Resources, Senator Anne Ruston at the unveiling, and was developed in consultation with growers, state and federal government agencies and other trade stakeholders.
Taste Australia will be launched with more than 200 industry representatives at Asia Fruit Logistica in Hong Kong next month. That will be followed by a six-month tour of trade show events in Dubai, Beijing, Shanghai and Tokyo.
The campaign is accompanied by a Hort Innovation investment of more than $10.5 million over the next year in trade-related R&D activities in areas such as biosecurity, pre-export produce treatments, and supply chain efficiencies.
Hort Innovation said the investment is 40 per cent higher than it spent on trade shows last year, and grower and industry participation in overseas promotional activities will rise by 30 per cent.
Hort Innovation chair Selwyn Snell said the potential for export growth is significant given Australia’s solid reputation for producing high-quality produce, wide untapped opportunities, and the industry’s appetite for trade.
“Australia is known for delivering high-end produce that has undergone the most rigorous food safety inspections along all stages of the supply chain,” he said. “We want to build upon that. The first way we are doing this is through Taste Australia, which tells the unique story of Australian horticulture products.”
“The focus will be on getting Australian produce and growers, exporters and other industry representatives in front of potential buyers, and building on those networks.”
Hort Innovation will also continue to work with other organisations including Dairy Australia, Wine Australia and Meat and Livestock Australia to showcase produce at events overseas under the ‘Taste Australia’ banner.
Vegetable grower, Ed Fagan of Mulyan Farm at Cowra in NSW said the time was right for this type of export push, which could help balance out the volatility out of the local produce market.
“This is perfect timing, now that there's a pull [for Australian produce] from Asia. In the past we've been pushing,” he said.
