One of Australian agriculture’s most comprehensive trade development programs heads to Malaysia in September for the Australian Food and Wine Collaboration Group’s next Tastes the Wonders of Australia market access activation.

It’s the seventh activation for the Collaboration Group, comprising some of Australia’s leading research and development corporations and industry representative groups including Hort Innovation along with Dairy Australia, Wine Australia, Meat & Livestock Australia and Seafood Industry Australia.

Over the past three years, the Collaboration Group has held market activations in Thailand, South Korea, Vietnam, Indonesia, Taiwan and Japan. The Group has met with more than 1,200 food trade and government representatives, leveraging the individual sectors’ export strengths to deepen industry and government networks, advance bilateral trade and improve market access for the Australian food and wine producers.

The next market activation will be held in Kuala Lumpur on September 29 and 30, and coincides with the 70th anniversary of diplomatic relations between Australia and Malaysia. 

Horticulture Innovation Australia General Manager, Trade and Biosecurity R&D Dr Mila Bristow said Malaysia is a trusted partner for Australian horticulture, with plenty of opportunities for growth.

“Malaysia is Australia’s 13th largest horticultural export market by value, making it not only an important market for Australian growers but also a big growth opportunity,” Dr Bristow said.  

“Our counter-seasonal supply, reputation for quality and food safety, and strong bilateral ties - celebrating 70 years this year - make Australian produce a trusted choice for the market.    

“From avocados and citrus to cherries and almonds, our products are well-represented in premium Malaysian supermarkets, which we hope to see grow even further in the future.”    

The Australian Food and Wine Collaboration Group will be in Malaysia on September 29 and 30 for the Taste the Wonders of Australia market activation.

The events include export market roundtable discussions with industry and government contacts, food and wine workshops with local food industry representatives, and a Taste the Wonders of Australia Gala Dinner, which showcases the best of Australian food and wine to Malaysian food and trade representatives.   

The investment by the Australian Food and Wine Collaboration Group is supported by Agriculture Trade and Market Access Cooperation (ATMAC) grants, with a $500,000 for the first four export market destinations in 2022-24, and a second grant of $600,000 to continue the program for 2025-26.