What was it all about?

This project strengthened the Australian melon industry’s readiness to grow exports into Gulf Cooperation Council markets, especially the United Arab Emirates (UAE).

The project combined targeted research, exporter preparation and a five‑day in‑market program in January 2026 linked to the Gulfood trade event. These efforts improved participants’ understanding of how melons are sold and priced in-market, increased buyer awareness of Australian melons, and helped establish relationships and practical know‑how to support future demand creation. 

The project addressed a key challenge: while the UAE is Australia’s highest‑value melon export destination, Australian melons had limited presence across UAE retail and wholesale sectors, with strong competition from lower‑cost origins and varying buyer requirements.

The insights and buyer feedback gathered are expected to help growers and exporters make better export decisions, focus on premium and upper mid‑tier channels where quality and reliability matter most, and align supply windows, formats and specifications to buyer expectations.