AUSVEG has today welcomed Hort Innovation’s launch of the biggest ever trade push in the history of Australian horticulture, following Assistant Minister for Agriculture and Water Resources Senator the Hon Anne Ruston’s announcement of the ambitious plan to significantly grow exports by 2025.

The new ‘Taste Australia’ in-market export activity will help promote premium Australian produce in current and future markets, and will also see more research and development to grow market access, as well as increased support for current and aspiring exporters.

“Australian vegetables are known around the world for their great taste and high quality, as well as the incredibly rigorous food safety regime underpinning their production, and Taste Australia will help to solidify this premium position in key export markets,” said AUSVEG CEO James Whiteside.

“Australia has an international reputation for being naturally blessed, including our spectacular climate and beautiful landscapes. Taste Australia is a valuable initiative that will tap into this national image while telling the unique story of our growers to give overseas consumers a sense of Australia with every bite.”

AUSVEG is the leading horticultural body representing Australia’s vegetable and potato growers.

Developed in consultation with growers, state and federal government agencies and other trade stakeholders, Taste Australia will be launched at Asia Fruit Logistica in Hong Kong next month with more than 200 industry representatives, including a delegation of 10 Australian vegetable growers and AUSVEG market development staff. That will kick off a six-month tour of trade show events in Dubai, Beijing, Shanghai and Tokyo.

As part of this export push, Hort Innovation and AUSVEG will work to increase the value of vegetable exports to $315 million by 2020, equivalent to a 40 per cent increase overall as part of the Vegetable Industry Export Strategy published this year. This will be achieved through relationship-building, supporting industry to get export-ready, boosting supply chain efficiencies and overseas activities.

“The vegetable industry is in an excellent position to capitalise on expanding markets for premium fresh produce, like the increasing middle class in south east Asia and the Middle East, and we’re continuing to work with growers to increase our industry’s export readiness,” said Mr Whiteside.

“This new in-market activity will help Australian vegetable growers seize the opportunity presented by these markets and capture the potential value on offer to help our entire industry grow into the future.”

Shaun Lindhe, AUSVEG National Manager – Communications
Phone: (03) 9882 0277, Mobile: 0405 977 789, Email: