This report targeting all members of the Asian vegetable supply chain, including growers, wholesalers, retailers, food service providers, food media and even consumers, aims to imrpove the accessibility of Asian vegetables in the Australian domestic market. Previous research identified two main barriers to increased purchases – confusion caused by different names for the same vegetables and little knowledge of how to prepare and cook the vegetables. It describes the developement of a standardised naming system for Asian vegetables and examines the current retail profile of Asian vegetables and the consumer attitudes to these products. Understanding consumer needs has enabled the development of a marketing strategy which could be used to promote Asian vegetables to the wider community.