This is a final research report from Hort Innovation’s historical archives. Please note that as these reports may date back as far as the 1990s, the content and recommendations within them may be superseded by more recent research.

What was it about?

The 2014 Reverse Trade Mission, managed and implemented by AUSVEG, built on the success of the 2013 Reverse Trade Mission. Held from 16-22 June, the Reverse Trade Mission visited and toured farms, wholesale markets and a retail distribution centre, as well as taking delegates to the 2014 AUSVEG National Convention, Trade Show and Awards for Excellence (held over 19-21 June).

The purpose of the Reverse Trade Mission was to establish direct contact between the Australian vegetable industry and buyers in key export markets. The Mission provided the opportunity for a two way information exchange between the buyer delegates and members of the Australian vegetable industry. Vegetable growers were given the opportunity to meet with and display their produce to these buyers on Friday 20 June at the 2014 AUSVEG National Convention, Trade Show and Awards for Excellence. This Produce Display and the associated Buyers Meetings provided growers with the opportunity to facilitate their own connections and networks, as well as the chance to ask questions and learn more information about the buyers’ home markets.