What was it all about?

This project, which ran from 2014 to 2017, set out to facilitate, co-ordinate and communicate market access and market development information and opportunities to vegetable growers, as well as enhance the export capability of the industry. The project also aimed to create export market opportunities for Asian and Middle Eastern vegetable buyers through research and development activities.

The project achieved its goals through five key work streams:

• Reverse trade missions
• Developing international vegetable export opportunities
• Market access policy and procedure
• Broader trade and export industry participation
• Communication and development of an information database.

Overall, the program facilitated 74 growers to participate in 10 international trade events; brought 106 foreign buyers to Australia to showcase the industry as part of the Reverse Trade Mission in 2015, 2016, and 2017; and provided ongoing resources, informative materials, training opportunities, advice and assistance directly to growers over the life of the program.

A program review was undertaken in November 2016 by Ernst and Young. This review assessed the outputs and outcomes to date and found overall that the program was “successful in increasing export awareness and delivering financial benefits to the participants”.

The report calculated net benefits of AUD$16.4 m and 489 per cent return on investment from the initial investment of AUD$3.4 m.