Australia’s cherry exports set to blossom under new strategic initiative

With production set to increase and a continued focus on quality, Australia’s cherry industry is poised to scale exports of the premium fruit. With targets to export one third of all Australian cherry production by 2030, a new strategic initiative, funded by Hort Innovation, aims to unlock this potential by addressing key export barriers and positioning Australian cherries as the premium choice in high-value global markets. 

Through targeted investments in quality assurance, market access improvements, market intelligence, market development, and grower capacity-building, the initiative will position Australian cherries as the premium choice for international consumers. 

Brett Fifield, CEO at Hort Innovation, explained why it this is an important opportunity for the industry: “Australian cherries are already recognised globally for their exceptional quality, but we know there’s untapped potential. This project is about giving growers the tools, access, and insights they need to scale exports sustainably and profitably.” 

“By investing in quality standards, market access support, and grower support, we’re helping the industry build resilience and strengthen its competitive edge. This is about long-term growth and ensuring Australian cherries continue to shine on the world stage,” concluded Fifield.  

The project will focus on: 

Penny Measham, CEO of Cherry Growers Australia says “Our Australian industry has a strong reputation for delivering premium quality fruit from all production regions, testament to an industry that consistently delivers for consumers. Production of quality fruit is very much front of mind. This project ensures our industry not only maintains this reputation for healthy premium produce, but builds on it through expanded export opportunities.” 

This work will build on the Cherry Export Strategy delivered through the recently completed Cherry Trade Development Project 2022-2025 (CY21001). The Strategy delivered identified key priorities for the industry across areas including quality assurance, market access, branding, data insights, and structural efficiency.  

This project will continue the work laid out in the strategy alongside other key projects such as: developing a national cherry brand, setting export-grade quality standards (CY25002), Cherry Trade Development and Market Access (CY24006), researching environmental impacts (CY24005), and supporting protected cropping decisions (CY24004).  

This project is funded by Hort Innovation using the cherry research and development levy and contributions from the Australian Government.