This project provides insight on the topics of trends; future forecasting, both in general and within the food space; and how consumer trends are created using a wider understanding of the socio-economic forecast and current zeitgeist – in essence, how ‘superfoods’ become popular and culturally widespread.

In understanding this, the project then looked to provide a potential competitive advantage for the Australian vegetable industry by extrapolating those trends as a basis for strategic growth initiatives.

Using two commodities (broccoli and eggplant) as hypothetical examples, the project then analysed how those initiatives could be enacted to benefit the growers/industry financially by leveraging their proven health/nutritional benefits.

This project has been funded by Hort Innovation, using the research and development levies listed below and contributions from the Australian Government. Hort Innovation is the grower-owned, not-for-profit research and development corporation for Australian horticulture.

• Vegetable Fund