MARKET ACCESS

Inside Australia’s export opportunity in Asia

From conversations with fruit buyers and importers to exporters, marketers and industry leaders, a week in Shanghai and Hong Kong offered a closer look at the opportunities, relationships and consumer trends shaping Australian horticulture’s future in Asia.

Understanding what markets value

Following their attendance at China’s largest fruit trade show, China International Fruit Expo, members of the Australian delegation visited the Shanghai HuiZhan Fruit and Vegetable Market, where they held discussions with leading importers and distributors.

The visit provided valuable insight into how Australian produce is positioned in one of the world's most important premium fruit markets and the message was encouraging.

Australian produce continues to be highly regarded by consumers seeking premium quality, trusted provenance and positive eating experiences. With Australian horticulture exports to China reaching $1.26 billion in the year ending April 2026, demand remains strong across a range of categories.

Conversations with major importers reinforced the value consumers place on quality, health credentials and consistency. Australia's counter-seasonal supply remains an important advantage, helping growers access premium market windows when domestic supply is limited.

However, the visit also highlighted how consumer expectations are evolving. In a competitive premium market, reputation alone is not enough. Confidence is built by consistently delivering the good quality, positive eating experience and reliability consumers expect.

For Australian growers, it was a timely reminder that the industry's reputation is one of its greatest assets and one worth continuing to invest in through quality production, strong biosecurity, efficient supply chains and trusted market partnerships.

Turning relationships into opportunities

If the Shanghai market visits highlighted what consumers value, Asia Fruit Logistica demonstrated how opportunities are created.

This year's event brought together more than 16,000 attendees from 95 countries and regions, providing a meeting place for growers, exporters, importers, retailers and service providers from across the global fresh produce industry.

The Australia Pavilion provided an opportunity to showcase the quality and capability of Australian horticulture while strengthening relationships across the region.

But the real value of Asia Fruit Logistica wasn't found in attendance figures. It was found in the conversations taking place across the trade floor.

Throughout the week, Australian growers and exporters connected directly with buyers and partners, exploring new opportunities and strengthening existing relationships. Those connections often translate into tangible outcomes, from new export opportunities to commercial agreements and long-term partnerships.

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Telling a bigger story about Australian produce

While market access and trade relationships remain critical, another theme emerged in Hong Kong: the opportunity to build stronger consumer connections through storytelling.

Hort Innovation's International Marketing Agency forum brought together marketing agencies and industry partners to explore how Australian produce is represented on the international stage and how the industry can work together more effectively.

The discussions moved beyond product attributes alone.

Quality, freshness and provenance will always matter, but successful marketing increasingly focuses on creating emotional connections with consumers. It is about helping people understand the stories behind the products they buy, the growers who produce them and the regions they come from.

A strong theme throughout the day was collaboration. By bringing agencies together in one room, the event created an opportunity to align efforts, share insights and strengthen a collective commitment to promoting Australian horticulture internationally.

The conversations reinforced an important idea: Australian produce has a story worth telling. When the industry works together to tell that story, it can create stronger connections with consumers and build lasting value beyond the product itself.

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Looking ahead

The conversations in Shanghai and Hong Kong highlighted different parts of the same story and together, they reinforced that Australia's export success relies on more than the products themselves. It depends on understanding markets, building partnerships and continuing to tell the story of Australian horticulture in ways that resonate with buyers and consumers around the world.

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