What was it all about?

This project delivered an Australian avocado industry presence at the 2025 Supermarket Trade Show (SMTS) in Japan. Involvement in the event increased awareness of Australian avocados, generated strong interest from importers, retailers and food service buyers, and reinforced Australia’s position as a premium avocado supplier.

The project facilitated more than 30 business meetings and direct engagement with around 150 companies, providing valuable market intelligence and new commercial leads for the industry.

The project team planned and delivered a branded Australian Avocados booth, supported by pre‑event stakeholder and media outreach, on‑stand meetings, and avocado sampling tailored to local tastes. Activities included targeted invitations to priority stakeholders, media engagement before and after the event, and live product tastings that showcased fruit quality, creaminess and versatility. Feedback and insights were captured from importers, retailers and food service operators to inform future trade and marketing activity.

These efforts support future export growth by strengthening relationships with key buyers, improving understanding of market requirements, and guiding more effective trade show participation. Over time, this will support better market access, premium positioning and improved returns for Australian avocado growers.