Australians are off the mark about the origin of their fresh vegetables, according to new consumer research that shows shoppers massively overestimate the proportion of imported fresh vegetables on supermarket shelves.
The Project Harvest consumer research study, commissioned by Horticulture Innovation Australia, shows that more than 40 per cent of Australians believe at least a third of fresh vegetables at their local store are imported.
“The Australian vegetable industry had a gross value of production of $3.3 billion in 2014-15, while the total value of all fresh vegetables imported into Australia over the same period was $78 million – only 2.3 per cent of Australia’s value of production of vegetables for human consumption,” said AUSVEG spokesperson Shaun Lindhe.
“These findings show that there is a significant gap between Australians’ perceptions of fresh vegetable imports and the reality of Australia’s fresh vegetable market.”
“While local growers are facing heavy competition from cheap imports, right now these imports are mostly processed vegetable products or vegetables imported for processing. The vast majority of fresh vegetables available in stores comes from hard-working Australian growers.”
AUSVEG is the leading horticultural body representing Australia’s 9,000 vegetable and potato growers.
The Project Harvest study has also found that this misperception is even more prevalent among younger consumers, with shoppers aged 18-35 more likely to overestimate the availability of imported produce than the average consumer.
“Interestingly, more than half of this younger demographic of shoppers think that the majority of fresh vegetables sold in supermarkets are imported,” said Mr Lindhe.
“Previous research has found that Australians prefer to buy Australian-grown produce because they want to support Australian growers. This is as simple as checking the label on the packet or looking for the country of origin information that all supermarkets are required to show next to unpackaged fresh vegetables.”
“Consumers may be surprised at how easy it is to buy fresh Australian vegetables and support local growers.”

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


Project Harvest was funded by Horticulture Innovation Australia using the National Vegetable Levy and funds from the Australian Government.