What was it all about?

From 2017 to 2021, this program supported the implementation of the Vegetable Industry Export Strategy 2020, which targeted a 40 per cent increase in vegetable export value to AU$315 million by 2020. The project delivered a holistic market access and development program in support of these targets and to create a strong and sustainable vegetable export sector.

Five main workstreams were involved:

1. Export readiness, training and education
2. Market development
3. Market access
4. Communication and industry engagement
5. Vegetable industry export strategy implementation.

The activities undertaken by the project included:

• In-person and online export readiness workshops and training courses for levy paying growers
• Market development events such as outbound trade missions across Dubai, Japan, Singapore, Thailand, Hong Kong and China, and reverse trade missions held in Western Australia, South Australia, Queensland and Victoria
• Applications to the International Market Access Assessment Panel (IMAAP)
• Direct communication and engagement via regular and relevant industry e-newsletters

A final program review, undertaken by EY, calculated a positive return on investment of 867 per cent, with growers attributing over AU$12.1 million of export revenue to the project’s activities, for a net benefit of AU$10.7 million.

Intangible, non-financial benefits were reported as the most significant impact of the program. It facilitated new customer connections, encouraged local market networks, provided market intelligence, enhanced capabilities and created opportunities for Australian vegetable growers.

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Read this comprehensive article Looking back over four years of vegetable export development published via the AUSVEG website (22 February 2021) for a review of this project’s work.

Learn more in the Export Fundamentals for Australian Fruit & Vegetable Growers: From Farmgate to International Markets online training course.

Under VG16061, Queensland Department of Agriculture and Fisheries (QDAF) delivered a pilot project with AUSVEG to assist producers to export vegetables that are typically airfreighted more reliably by sea to Asia and New Zealand. The report for Improving competitiveness of Australian vegetable exports outlines the findings of options QDAF evaluated with commercial businesses:

• Improving sea freight broccoli to Japan and Taiwan
• Developing sea freight best practice for sweet corn and green beans
• Identifying Iceberg lettuce cultivars with export potential