Completed project
Understanding consumer triggers and barriers to consumption of Australian indigenous vegetables and Asian vegetables (VG15071)
Publication date: December 16, 2018
Delivery Partner: Colmar Brunton
This project was tasked with identifying commercially viable Australian indigenous vegetables and Asian vegetables; assessing their consumer appeal through a range of consumer interactions, including sensory testing; and providing recommendations for industry to ensure the greatest likelihood of success in the market.
The research team advised that, from their assessment, “there is great opportunity and much potential around commercialising and expanding the distribution of both indigenous and Asian vegetables in the Australian market”, with “a large proportion of customers attracted to the ideas of purchasing these unique vegetables”.
The project evaluated a number of vegetables, including these indigenous ones:
And these Asian vegetables:
Profiles were produced on each vegetable, including ideas on how to approach their commercialisation. These are collated in the booklets Realising the potential of native vegetables and Realising the potential of Australian-grown Asian vegetables.
Some top-level findings of the project were:
Download Realising the potential of native vegetables and Realising the potential of Australian-grown Asian vegetables.
This project was a strategic levy investment in the Hort Innovation Vegetable Fund
© 2026 Horticulture Innovation Australia Limited.
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