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New trade drive initiative by Hort Innovation

Hort Innovation launched the biggest ever trade push in Australian horticulture’s history yesterday with an ambitious plan to significantly grow exports by 2025 across a range of commodities.

Officially announced by Assistant Minister for Agriculture and Water Resources, Senator Anne Ruston, a key component of the initiative is the new ‘Taste Australia’ in-market export activity, which will help promote premium Australian produce in current and future markets. The plan will also see more research and development (R&D) to grow market access, and increased support for current and aspiring exporters.

Developed in consultation with growers, State and Federal Government agencies and other trade stakeholders, Taste Australia will be launched with more than 200 industry representatives at Asia Fruit Logistica in Hong Kong next month. That will kick off a six-month tour of trade show events in Dubai, Beijing, Shanghai and Tokyo.

Taste Australia is a new brand and export campaign to promote premium Australian produce overseas.
Senator Anne Ruston, Assistant Minister for Agriculture and Water Resources

“Global food demand alone will require a 75 per cent increase in world food production by 2050, compared with 2007 levels," Minister Ruston said.

“In China, food consumption is projected to more than double between 2009 and 2050. Much of this demand will be for the high-value, high-quality produce Australia is known for.

Taste Australia is a new brand and export campaign to promote premium Australian produce overseas.

“This brand promotes our longstanding reputation for quality produce, the cleanliness of our environment, the desirability of our lifestyle, and the trust that can be placed in our commercial supply chains and biosecurity.

The focus will be on getting Australian produce and growers, exporters and other industry representatives in front of potential buyers, and building on those networks.
Selwyn Snell, Chair, Hort Innovation

Hort Innovation chair Selwyn Snell said the potential for growth is significant given Australia’s solid reputation for producing high-quality produce, wide untapped opportunities, and the industry’s appetite for trade.

“Australia is known for delivering high-end produce that has undergone the most rigorous food safety inspections along all stages of the supply chain,” he said. “We want to build upon that. The first way we are doing this is through Taste Australia, which tells the unique story of Australian horticulture products.”

“The focus will be on getting Australian produce and growers, exporters and other industry representatives in front of potential buyers, and building on those networks,” he said.

Hort Innovation will also continue to collectively work with a number of Research and Development Corporations including Dairy Australia, Wine Australia and Meat and Livestock Australia to showcase premium food and beverages at events overseas under the ‘Taste Australia’ banner.

This trade push is funded by Hort Innovation using industry research, development and marketing levies and funds from the Australian Government with some activities supported by co-investment from research and trade partners.

Some content originqally published on the Hort Innovation website.

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