What is it all about?

This project is supporting the Australian avocado industry’s participation in the 2027 Japan Supermarket Trade Show (SMTS), a leading retail and fresh food trade exhibition that connects suppliers with retailers, wholesalers, foodservice operators and other key industry stakeholders.

The investment includes exhibition space, stand design and construction, project management, and participation within a national Australian presence. It also supports promotional activities and engagement with buyers, distributors and retail partners to showcase the quality, safety and premium attributes of Australian avocados.

The project is strengthening the visibility and reputation of Australian avocados in Japan, a strategically important export market, while helping to build and maintain relationships with existing and prospective buyers. Participation ahead of the 2027 export season provides an opportunity to engage retailers early, support forward planning, and identify new market opportunities.

The project is also gathering market intelligence on consumer preferences, market trends and competitor activity to inform future export and marketing strategies. Through continued participation in key international trade events, the project is supporting long-term export growth, increasing brand recognition, and reinforcing Australia's position as a trusted supplier of premium avocados in Asia and other high-value markets.