Growing export markets is a strategic priority for the Australian vegetable industry as defined in the Vegetable Industry Strategic Investment Plan. AUSVEG delivers the Multi-Industry Export Program, a strategic levy investment under the Hort Innovation Vegetable, Onion, and Melon Fund, to build industry export capability and capacity, to assist growers to develop and maintain export markets. Hort Innovation, working with AUSVEG, Melons Australia and the onion industry have brought three different industries together to collaborate on a combined industry export program.


The new Multi-Industry Export Program will be led by AUSVEG, partnering with stakeholders in the melon and onion industries, and encompasses service delivery in the following areas:

To support industry export growth, AUSVEG has delivered many projects in international trade in collaboration with Hort Innovation and the Department of Agriculture, Water and the Environment, including:

  • 2014 Reverse Trade Mission (VG13035)
  • Export Readiness Program (VG13067)
  • Export Opportunities for Carrots, Sweet Corn, Beans, Broccoli and Baby Leaf – Symposia (VG13072)
  • Developing Export Opportunities in Asia and the Middle East (VG13069)
  • Vegetable Industry Market Access and Development (VG13097)
  • Vegetable Industry Export Program (VG16061)
  • Vegetable Industry Development Training Program 2016-17 (Department of Agriculture and Water Resources, Package Assisting Small Exporters)
  • Traceability Grant Program
  • Export Market Development Grant


Assistance Available

AUSVEG has a wide range of export development resources and opportunities available for all levy-paying Australian vegetable growers at all levels of export experience.

AUSVEG’s Export team assists levy-paying vegetable growers in the following ways:

  • Assisting businesses become export ready
  • Assisting with market entry strategies
  • Facilitating direct relationships between growers and international customers
  • Connecting growers with international trade stakeholders in the supply chain and government officials in Australia and international markets
  • Identifying export opportunities
  • Providing the latest market data and information
  • Resolving market access issues and challenges

The AUSVEG Export team has expertise in the following international trade functions:

Export readiness training and capability development

Industry and business export development assistance

Market entry strategies and advice

International trade missions and tradeshows

International buyer engagement and supplier linkages

Trade barriers and technical market access

Market insights, data and analysis

Government engagement and industry representation

Vegetable Industry Export Strategy 2025

Looking to the future

The Vegetable Industry Export Strategy (VIES) 2025 was developed by McKinna et al in 2020 in collaboration with AUSVEG and Hort Innovation to provide a valuable resource for the industry to assist with focusing international trade and market development investment.


The Australian Vegetable Industry’s Export Strategy has been updated for the period 2021 to 2025. The export strategy has been developed with input from Australian vegetable exporters, AUSVEG and industry partners.

Strategy Mission

To grow the value of Australian vegetable exports by supporting industry to market premium products, targeting higher value market segments

Strategy Targets

The targets that have been set in this strategy reflect the challenges and opportunities arising from the COVID-19 pandemic which are likely to endure for a number of years.

Recover and sustain trade of $300 million of export value by 2023

Achieve $400 million of export value by 2025

The 2025 strategy

The 2025 Vegetable Industry Export Development Strategy consists of five pillars structured around two distinct time horizons with a focus on activity to ‘Regain Momentum’ in horizon 1 and ‘Drive Growth’ in horizon 2.


Horizon 1 focuses on regaining export momentum in the short to medium term. Over this timeframe industry will focus on stabilising demand in key, established export markets.


1: Consolidate Core Markets

Rebuild market share in the core markets and channels for Australian vegetables.

2: Tell Our Story

Understand and articulate the value proposition for Australian vegetables.


Horizon 2 focuses on long term, sustainable growth drivers. Over this timeframe industry will focus on building and further leveraging Australia’s unique selling points to target high value markets and channels.


3: Target the Value

Support exporters to pursue more targeted market and channel growth opportunities

4:Deliver the Promise

Assist industry to leverage new cold chain management, technologies and practices to underpin quality

5: Grow Emerging Markets

Undertake the groundwork to better understand emerging and frontier markets.

Enabling the strategy:

The strategy has identified a range of ‘enablers’ necessary to achieve the strategy mission and growth targets:

A culture of collaboration

Industry understanding of the importance of exporting

Access to best available market intelligence

Workable market access

A well resourced and networked trade team

Clear communication of the strategy and its progress

Summary of the strategy and download links below.

Download the VIES 2025 summary here, or contact for further information.

Export Readiness

How can I learn about exporting fresh vegetables overseas?

Since 2014 AUSVEG has been undertaking a range of export capability development activities to assist vegetable growers to become export ready.

In partnership with the Export Council of Australia (ECA) and Bisnis Asia, AUSVEG has developed a range of education and training courses delivered via face to face workshops or online.

AUSVEG, in conjunction with Hort Innovation, has developed a range of info-sheets and resources to assist growers to become export ready, which are accessible here.

Am I ready to export fresh produce?

  • Becoming export ready can be challenging and requires real commitment to build a viable export business.
  • The key to exporting to a new market is understanding the specific requirements and expectations of that market.
  • Understanding these requirements is a crucial component to develop a successful export strategy.

Training Available

To assist Australian vegetable growers to build their export knowledge and understanding, AUSVEG provides the following training opportunities.

  • Export Fundamentals for Australian Fruit & Vegetable Growers: From Farmgate to International Markets E-Learning Program
  • Export Readiness Training Workshops
  • Cultural Business Etiquette Training

To register your interest to attend an Export Readiness Workshop, gain access to online courses, or to receive any further information on becoming export ready, register below or contact AUSVEG on (03) 9882 0277 or at

Export Fundamentals for Australian Fruit & Vegetable Growers: From Farmgate to International Markets

The ‘Export Fundamentals for Australian Fruit & Vegetable Growers: From Farmgate to International Markets’ online training course has been launched in 2020. This online course is customised to Australian growers to provide foundational training to understand a broad range of topics relating to international trade for fresh produce.

For more information on AUSVEG’s Export Fundamentals E-Learning Program, please click here.

To register click here

or email:

Cultural Business Etiquette Training

Cultural differences can be an obstacle when conducting business overseas. From time to time, businesses may have missed opportunities by not knowing that they have said the wrong word or phrase, selected a wrong image or colour on their business cards or product packaging, or misunderstood cultural greetings when speaking to foreign customers. This program is designed to help businesses familiarise themselves with conducting business in an international context.

For more information on AUSVEG’s Cultural Business Etiquette Training Program, please click here.

To register click here

or email:

Export Readiness Training Workshops

This program delivers face to face workshops throughout the year in growing regions around the country. Topics covered include export planning, pricing strategies, market entry options, Free Trade Agreements, and export freight and logistics.
Due to COVID-19 restrictions no face-to-face workshops are scheduled at this time.

Market Development

Market development is a high priority for the vegetable industry and is a key element of AUSVEG’s export development program. By identifying new buyers, and developing strong in-market relationships, AUSVEG aims to improve and create export opportunities for Australian vegetable growers.

AUSVEG, in conjunction with Hort Innovation, has developed a range of info-sheets and resources to assist growers with market development, which are accessible here.

Inbound Trade Missions

Since 2014, AUSVEG has facilitated annual Reverse Trade Missions, bringing over 250 international fresh produce buyers into key production regions in Australia to connect directly with growers. The missions provide valuable opportunities for vegetable growers to showcase their production capabilities, innovations and R&D enhancements that underpin high-quality Australian produce.

Fresh Produce Showcase

Since 2014, AUSVEG has organised the annual Fresh Produce Showcase, which has seen over 250 Australian fresh produce levy payers exhibit at this event. This event is a key opportunity for growers to connect with new and existing international fresh produce buyers from across Asia and the Middle East. This event has expanded to cover many fruit and vegetable commodities, which entices more buyers to participate.

Outbound Trade Missions

Since 2014, AUSVEG has facilitated over 250 growers to participate in trade missions to over 10 international markets. Outbound trade missions include a range of visits to supply chain and logistics facilities to build growers understanding of the market. These trade missions typically involve exhibiting at fresh produce tradeshows and meeting with key buyers. Tradeshows build awareness of the Australian vegetable industry’s supply capabilities and facilitate direct connections between Australian growers and international buyers.

Through the Multi-Industry Export Program (Vegetables, Onions, Melons), AUSVEG coordinates grower participation in and exhibition at several international trade missions aligned with major trade events in regions.

  • Gulfood, February, Dubai
  • Foodex, March, Tokyo, Japan
  • FHA Food and Beverage, April, Singapore
  • Reverse Trade Mission, May/June, Australia
  • AUSVEG Fresh Produce Showcase, June, Australia
  • Asia Fruit Logistica, September, Hong Kong

In Market Assistance

AUSVEG maintains important contacts in export markets, including Government Officials, Austrade representatives, freight and logistics providers and fresh produce buyers.

Levy paying growers should contact AUSVEG on (03) 9882 0277 or at, with the market and products you are interested in exporting for assistance to identify key contacts.

Market Access

Understanding which markets your products have access to is an important consideration for growers involved in or looking into export.

The Australian vegetable industry exports to over 50 countries. Most trade in fresh vegetable exports from Australia is to non-protocol markets undertaken with a limited number of protocols in place governing export trade for certain vegetable products into specific countries.

AUSVEG supports market access policy that:

  • Seeks improvements and maintenance of existing market access
  • Prioritises gaining new horticultural market access
  • Recognises the impact of improvements in protocols
  • Promotes Free Trade Agreements
  • Recognises industry commitment and investment in export development

AUSVEG undertakes the following functions to support vegetable industry market access:

  • Provides support and facilitation of protocol audits
  • Assists in resolution of market access issues
  • Works with industry, Hort Innovation and the Department of Agriculture, Water and the Environment to progress vegetable industry market access priorities


Detailed market access information can be found by accessing the Department of Agriculture, Water and the Environment Manual of Importing Country Requirements (MICoR) database. For further information on MICoR, and to assist with the navigation of the database, the Department of Agriculture, Water and the Environment has released a MICoR fact sheet and MICoR User Guide.

Vegetable Market Access Matrix

AUSVEG is constantly working to improve market access for vegetable commodities across international markets. By regularly identifying opportunities and submitting official applications, AUSVEG aims to ensure new markets become available for Australian vegetable growers into the future.

AUSVEG has developed a summary overview of the market access status for selected vegetables in key export markets that growers can access from the resources section here.

Free Trade Agreements

Australia currently has 14 Free Trade Agreements (FTA) in place with multiple countries. A summary of all FTAs and the benefits to the vegetable industry is available here. In addition to the FTA summary, AUSVEG has also developed a Tariff Summary resource that we encourage growers to review here.

Industry Representation

AUSVEG represents the vegetable industry’s interests via various committees and forums, including:

Horticultural Exports Industry Consultative Committee – HEICC

  • This Department of Agriculture, Water and the Environment committee is the primary consultation body for the department to engage industry on horticultural export inspection and certification, market access, departmental performance and regulatory activities affecting industry.

Industry Trade Advisory Panel – iTAP

  • iTAP is a cross-industry advisory panel providing industry perspective and input into the consideration of trade issues by Hort Innovation and government, with a focus on identifying issues relating to research and development that affect market development and market access for Australian horticultural produce.

Post-Farmgate Strategic Investment Advisory Panel – SIAP

  • Industry advisory panel to provide advice to Hort Innovation on international trade and export development investments in the vegetable industry.

AUSVEG is also involved in various other forums, committees and working groups from time to time. Vegetable growers are encouraged to contact AUSVEG on 03 9882 0277 or to raise any export issues.

Export Resources

AUSVEG has developed the following resources to increase industry knowledge and help guide levy-paying vegetable growers on their export journey. Growers with questions are encouraged to contact the AUSVEG Export Team via 03 9882 0277 or


For enquiries or more information, please contact us.

    Market Intelligence and Trade Expansion

    AUSVEG Portal supported by Export Connect

    AUSVEG, through the Hort Innovation funded Multi-Industry Export Program (MT21009), has partnered with Export Connect to develop a centralised market intelligence platform for vegetable, onion, and melon levy-paying growers.

    The AUSVEG portal supported by Export Connect is an innovative online platform that provide up-to-date market specific insights, competitor analysis information and trade statistics for 15 crops, 15 international markets, for up to 6 retailers per market and up to 5 sub-categories per crop.

    The purpose of the market intelligence portal is to assist growers to become customer-centric, understand market demands and consumer preferences, collect up-to-date market information and insights, analyse trade statistics as well as understand product movements. The portal will publish and update the competitor analysis fortnightly with summary reports on latest consumer trend being published monthly.

    The AUSVEG portal consists of three major features, including Monthly Trends, Trade Data and Competitor Data. These features host and publish information that provide growers with data and market insights which will aid in making informed decisions and to stay ahead of the competition.

    Monthly Trends

    With access to the latest monthly trends across a range of crops and markets, growers will be able to determine the most appropriate markets for their products and identify the latest trends in product movements.

    Trade Data

    Develop your knowledge and understanding of the competitive landscape of international markets with the Trade Data feature. This feature identifies the top export destinations for your products, assisting with export planning and opportunity scanning.

    Competitor Data

    Stay ahead of the competition by analyzing the competitive landscape with the Competitor Data feature. Review competitor brands, product claims, pricing, country of origin, product packaging, and product images to identify your own Unique Selling Proposition (USP) to international buyers.

    Interested in signing up?

    For registration and further information, please contact the AUSVEG Export Department on 03 9882 0277 or Please provide a recent copy of your Levy Remittance Advice document upon registration.

    This portal is strictly accessible to vegetable, onion, and melon levy-paying businesses only.

    International Business Innovation Mentoring Program

    The International Business Innovation Mentoring Program (IBIMP) included in the Multi-Industry Export Program (MT21009) aims to support Australian vegetable, onion, and melon growers with one-on-one mentoring and direct strategy assistance that strengthens business innovation, value adding and international trade opportunities.

    The program is designed to run for three years, from 2022 to 2025, and a limited funded positions available each year for this strategic focussed program. Growers can gain access to 12 months of service and assistance through support activities to achieve strategic milestones for the business once registered.

    The primary objectives of the program are focused on:

    • Assistance with innovation and value adding opportunities post-harvest
    • Receiving strategic advice and support on international marketing, sales and branding strategies
    • Identifying potential export opportunities that significantly expand your business that improves your bottom line while improving risk management
    • Upskilling your business to export directly
    • Uplifting business, market and customer engagement skills
    • Leveraging data with commercial support that turns ideas into actionable business plans
    • Provide assistance from cross leveraging opportunities that promotes reciprocal trade strength
    • Entrepreneurship guidance to personal mindset development and growth
    • Overcoming the challenges of Covid-19 and getting back to business