Growing export markets is a strategic priority for the Australian vegetable industry as defined in the Vegetable Industry Strategic Investment Plan (2017 – 2022). AUSVEG delivers the National Vegetable Industry Export Programa strategic levy investment under the Hort Innovation Vegetable Fund, to build industry export capability and capacity, to assist growers to develop and maintain export markets 

Overview

In 2019, Australia exported $299 million and 230,000 tonnes of Australian fresh vegetables to over 50 global markets. The Vegetable Industry Export Strategy 2020 (VIES 2020) has guided industry investment in export development over the past 4 years.

AUSVEG delivers the Vegetable Industry Export Program (VG16061), which incorporates a range of activities to:

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)

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 2020

Looking to the future

The Vegetable Industry Export Strategy (VIES) 2020 was developed by McKinna et al in 2017 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.

Over AUD$110M annual growth in exports since 2014

Industry’s target to increase annual export value to AUD$315M by 2020

The VIES 2020 identified seven key focus areas for the Australian Vegetable Industry:

Create An Export Culture

Create a culture of export excellence across the industry

Drive Product Differentiation

Deliver products with a point of difference that will support premium pricing

Devise a Compelling Brand Proposition

Devise brand architecture that projects the premium value proposition of Australian vegetables

Build Collaborative Partnerships

Improve effectiveness and efficiency of trade development through a more strategic and
collaborative approach

Lift Supply Chain Efficiency

Lift supply chain efficiency to improve both quality and landed cost

Explore Value-Adding Opportunities

Develop more value-added products to open up new markets and improve competitiveness

Tune In To Our Markets

Ensure exporters have access to commercial market intelligence and insights

The objective of the strategy was to develop a financially sustainable vegetable export sector to position the Australian vegetable industry so it is recognised by the global industry as leading supplier of premium, quality, safe, reliable, branded products. The key target for the VIES 2020 is to grow the value of vegetable exports by 40% to $315 million by 2020 and to over $400 million by 2025.
Download the VIES 2020 summary here, or contact export@ausveg.com.au 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@ausveg.com.au.

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 E-Learning Program, please click here.

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.

Further information and registration details on AUSVEG’s Cultural Business Etiquette Training Program will be available shortly.

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.

Due to COVID-19 restrictions no face to face international market development activities are currently scheduled. As international travel returns to normal, AUSVEG will recommence the following market development activities in line with official health and travel advice.

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.

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 export@ausveg.com.au, 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

MICoR

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 export@ausveg.com.au 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 export@ausveg.com.au.

Contact

For enquiries or more information, please contact us.