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Media Release

Reverse trade mission to entice our Asian neighbours

Publication date: 11 June 2019

IMPORTERS, wholesalers and retailers from six export markets within Asia will touch down on Australian soil next week for the annual AUSVEG Reverse Trade Mission, commissioned by Hort Innovation and supported by the Victorian Government.

The 2019 Reverse Trade Mission is part of a strategic levy investment using the Hort Innovation Vegetable Fund and will result in a delegation of buyers from a diverse range of export markets visiting seven fruit and vegetable farms to witness first-hand the high-quality produce that our growers have to offer.

The group of 40 delegates represent some of Australia’s most significant trading partners, including Japan, Taiwan, South Korea, Indonesia, Philippines and Thailand.

Reverse Trade Mission delegates will also attend Hort Connections 2019, of which Hort Innovation is a major sponsor, where the best of Australian produce will be displayed by over 40 Australian fruit and vegetable growers at the Taste Australia Fresh Produce Showcase.

The Taste Australia Fresh Produce Showcase was developed by AUSVEG and Hort Innovation, and aims to cultivate and strengthen business relationships with key trading partners and highlight Australia’s attributes as a reliable trading partner for safe, high-quality fresh produce.

AUSVEG National Manager for Export Development, Michael Coote, said AUSVEG was working with growers to expand into more export markets as part of a broader, strategic focus by the horticulture industry to boost the value and competitiveness of our exports.

"The industry is currently in the middle of the biggest trade push in its history, so there has never been a more crucial time for international buyers to visit our shores,” he said.

“The vegetable industry is seeking to increase its export value to $315 million per year by 2020, an increase of 40 per cent from 2016. The Reverse Trade Mission provides Australian growers with the opportunity to highlight the high-quality produce we have to offer and create valuable international business relationships, with the ultimate aim of boosting the value of exports in the Australian vegetable industry to help us achieve our ambitious target.

For the first time ever, the Australian onion, banana and melon industries will be formally involved in the Taste Australia Fresh Produce Showcase to demonstrate the great quality of fruit and vegetables on offer to international retailers and customers around the world.

Hort Connections 2019 is the premiere event for the horticulture industry, encompassing the vegetable, fruit, nut, cut flowers and nursery sectors.

Registrations are still open and those who are interested in attending any of the three days can also register in person at the event. For more information please visit

Farah Abdurahman
Media and Public Affairs Manager
Contact details
0447 304 255 Send an email