What is it all about?

This project supports a coordinated approach to promoting premium Australian food and wine in key international markets. Building on the momentum and success of the previous Australian Food & Wine Collaboration, the investment will strengthen the visibility and reputation of Australian produce by bringing together multiple agricultural industries to deliver consistent messaging and market engagement activities.

The project recognises the growing importance of market diversification and the need to clearly communicate the positive attributes of Australian food and wine in competitive export markets. Through collaboration between industry partners, the initiative will promote Australia's reputation for quality, safety, sustainability and trusted production systems, helping differentiate Australian products and strengthen their position with international buyers, importers and industry stakeholders.

Activities will focus on delivering coordinated business-to-business engagement and promotional programs across four priority markets, including both new and previously targeted destinations. By leveraging shared market intelligence, industry expertise and common communication platforms, the collaboration will improve the effectiveness and efficiency of market development efforts while creating greater impact than individual industry activities alone.

The project will also support stronger relationships with government, trade and regulatory stakeholders, helping improve awareness of Australian capabilities and contributing to a positive environment for trade and market access. In addition, it will demonstrate the value of cross-industry collaboration and encourage broader adoption of Australia's Nation Brand materials across the agricultural sector.

By increasing international awareness of premium Australian food and wine and strengthening engagement with key stakeholders, the project will support export growth opportunities, enhance Australia's global reputation and help deliver long-term benefits for growers, exporters and the broader horticulture industry.