PRODUCTIVITY
Why growing horticulture to $21 Billion by 2030 is essential
By Brett Fifield, CEO at Hort Innovation
Dear growers and industry colleagues,
As we wrap up a big year for our sector and look ahead to 2026, I want to share a vision that’s both ambitious and achievable: growing Australian horticulture to $21 billion by 2030.
But this growth itself is not an indicator of success. The profitability and sustainability of our growers is.
Twenty-one billion is not just a target- it’s a vision for keeping clean, green Australian produce on plates across the world. It’s ambitious, but it’s achievable. And it’s absolutely necessary if we want to keep Australian growers profitable and our reputation for quality, safety, and sustainability intact..
Getting there will take work, collaboration, and innovation. The challenges are real - rising costs, climate volatility, labour shortages, and shifting consumer expectations. But so are the opportunities.
If we act together, we can build an industry that’s not just resilient, but remarkable.
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Productivity: Driving profitability by doing more with less
Productivity is the engine room for growth and profitability. Labour alone accounts for more than a third of input costs, and availability is a constant headache, especially at harvest. The recent Factors Driving Horticulture Productivity report shows that if we embrace innovation - automation, data-driven decision-making, and mechanisation - the industry’s annual value added could nearly triple.
Hort Innovation has already invested more than $220 million in on-farm productivity projects, from robotics and automation to food safety and disease risk research. Our investments are designed to support growers through the journey - not just with funding, but with knowledge, connections, and confidence.
Consumption: Closing the serving gap
We all know fruit, vegetables, nuts, and greenlife are essential to our health, but knowing doesn’t always translate to doing. ABS data shows Australians fall short of dietary guidelines - just 2.2 serves of vegetables and 1.3 serves of fruit per day. This under-consumption is a missed opportunity for growers.
Hort Innovation is investing more than $30 million in behavioural research, marketing campaigns, and school-based trials to drive demand. When Australians consume more horticulture, everyone wins.
‘The choices we make now will shape the next 3, 10, 20 years of Australian horticulture.’
Export: Unlocking global markets
Australian horticulture is world-class. To unlock its full value, we must look beyond our borders. Horticulture exports hit a record high of $2.9 billion, reaching 76 countries last year. Through relationship building and partnerships, we’re focused on supporting growers by opening new markets and exporting trust, quality, and innovation.
Let’s grow smarter, together
The choices we make now will shape the next 3, 10, 20 years of Australian horticulture. If you have an idea to help growers thrive, get in contact with our team at Hort Innovation. Together, we can make the $21 billion vision a reality.
Until then, thank you for your hard work, resilience, and commitment throughout this year. Your dedication is what drives our industry forward. On behalf of the Hort Innovation team, I wish you and your families a happy and safe holiday period. Enjoy a well-deserved break, and let’s return refreshed and ready to grow smarter, together in 2026.
At Hort Innovation, everything we do is built on our vision to create a prosperous and sustainable Australian horticulture industry built on innovation.
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