The Taste Australia brand was developed in response to industry calls for a cohesive, national export project to drive foreign interest and demand for Australian horticultural products.
Since its successful launch at Asia Fruit Logistica (AFL) in 2017, which is the largest specialised fruit and vegetable trade event in Asia; trade events, marketing campaigns, and reverse trade missions are now actively taking place in 10 countries across Asia and the Middle-East in response to growing demand for premium Australian fresh produce.
The extensive trade effort saw the value of fresh produce exports reach a record $2.2 billion per year with an average growth rate of 22 per cent. Oranges, table grapes and almonds make up half or our export value and just under 40 per cent of all exports are shipped to China, Japan and Hong Kong*.
This year sale revenue attached to table grapes cracked the half a billion-dollar mark while nuts reached more than $1 billion in export value.
The trade value for almonds alone reached $665 million, making it the most valuable export crop with a year on year growth of 51 per cent. Fresh vegetable exports also grew 18 per cent over the past financial year and are now valued at $320 million.
Hort Innovation Head of Trade Dianne Phan, said the export results not only demonstrated the value of Taste Australia activities, but also positioned the Australian horticultural industry well within foreign markets.
“Australia has solid reputation for delivering high-end products that have undergone the most rigorous food safety inspections along all stages of the supply chain – so our products are very safe and clean,” she said.
“Through the Taste Australia brand, we are strengthening our homegrown produce on a global stage, bringing high quality, high-end premium goods to international markets.”
To date, more than $8 Million has been invested into overseas engagement activities through Taste Australia, in addition to over $30 Million in Trade related Research and development and marketing investment.
The Taste Australia campaign is funded by Hort Innovation using industry research, development and marketing levies and funds from the Australian Government.
*Source: Hort Stats Handbook 2017/18