Developing new markets for export has been identified as critical for the Australian vegetable industry and will be vital in securing the future profitability of the Australian industry. Throughout 2013, the vegetable industry took steps to begin to develop potential export markets in Asia and the Middle East. It was determined that a suitable strategy to raise the profile of Australian vegetables in these markets and to showcase the research and development that contributes to the high quality of Australian vegetables was to exhibit at three key international tradeshows. Delegations comprising of vegetables growers and industry members attended three key tradeshows in 2014: – Asia Fruit Logistica, Hong Kong (3-5 September 2014) – Agritech, Japan (15-17 October 2014) – Word of Perishables, Dubai (9-11 November 2014) Each show provided an opportunity to showcase Australian vegetables to relevant buyers in local markets. To ensure that Australian vegetables and the associated research and development undertaken within the industry was presented in a professional way, AUSVEG managed the development of an “Australian Vegetables” stand at each show. The design of this stand focused on the display or produce and also conveyed a wider Australiana theme to assist in identification of the produces’ origin. At each show the Australian Vegetables stand was managed by AUSVEG in conjunction with vegetables growers, researchers and industry representatives. These stakeholders all worked to promote the significant research and development occurring in the Australian industry. To raise awareness of the industry and to support the representatives on the stand, a range of materials were developed including research and development information and industry publications. The presence of the Australian vegetable industry across three major trade shows informed buyers in Asia and the Middle East about the opportunities that are available through trade with Australia and the existing advantages related to the high quality and safe vegetables produced in Australia as a result of industry investment in research and development. Attendance at each show was also a valuable experience for delegates; who are able to verify the demand for premium, high quality, fresh and safe produce. As a result of the attendance at each show the vegetable industry has begun to establish a substantial database of international contacts and has been able to enhance stakeholder relationships internationally.