Asia Fruit Logistica (AFL) is the flagship international trade event for Hort Innovation to support Australian export industries. The event is usually held in Hong Kong, however, this year it was delivered virtually through a new digital format, AFL ON.  

Hort Innovation International Brand Manager Laura Davies said even though there was uncertainty around AFL this year due to the current COVID-19 situation, our team worked closely with event organisers to showcase 15 Australian exhibitors to international delegates through the virtual ‘Taste Australia National Pavilion’. 

The ‘Taste Australia National Pavilion Track’ which played over the course of the three day event, offered an array of media to suit all audiences, including a showcase of the key export commodities through the Taste Australia Retail Marketing program and highlight reels of exhibiting Australian exporters.

“We were also able to leverage our partnership with Austrade by offering an ASEAN market insights webinar delivered by Amelia Welsh, Trade and Investment Commissioner Singapore, Austrade,” said Davies.

Partnering with AFL ON provided continuity in supporting growers and exporters under the across Horticulture Brand, Taste Australia. This is the fourth year of growing the national brand which has proven paramount at a time where global competition is at its highest and trading landscapes are evolving rapidly.  

“The digital platform also allowed a wider range of participants to experience all that AFL has to offer at a lower price point, particularly for industries in their infant stage of exporting”, adds Davies.  

Hort Innovation CEO Matt Brand said, “In a year where international trade has been tested by the pressures of the global COVID-19 situation, Hort Innovation continues to work with industries to review market access and improvement opportunities as well as adjusting international marketing and engagement activities.”

“Despite travel and airfreight restrictions, Australian fresh horticultural exports remained strong in the 2020 financial year, reaching $2.8 billion in value – an increase of 3% year-on-year.

“We are sending a loud and clear message to importers throughout Asia and the Middle East: Australia has plenty of premium, high-quality produce, and we are still open for business.”

Growers, exporters and horticulture industry representatives looking for more information about Taste Australia and current trade activities can email Laura Davies at laura.davies@horticulture.com.au.