Hort Innovation has received a $100,000 grant to facilitate the January to March campaign and help increase summer fruit exports to China by 200 per cent, and increase reach in Malaysia to more than one million consumers.
Victoria exports $100 million of summer fruits annually — 80 per cent of the nation’s total summer fruit exports.
China is the biggest market, with Malaysia in the top 10.
Victorian Trade Minister Martin Pakula said the campaign was part of ensuring Victorian fruit can go to markets where it can command a top price.
Victorian Agriculture Minister Mary-Anne Thomas said the push was a part of an ongoing strategy.
“Diversifying our export markets is a key part of strengthening Victorian agriculture — that’s why we’re helping our world-class produce reach as many parts of the globe as possible,” she said.
The Victorian horticulture sector has more than 3700 businesses with a farm gate value of around $2.4 billion.
According to the 2019-20 Victorian Food and Fibre Export Performance Report, Victoria is on track to reach its target to grow food and fibre exports to $20 billion by 2030.
China continues to be Victoria’s highest value market for commodities such as horticulture and dairy, while South-East Asia is increasingly important.
Exports to this market grew by eight per cent last financial year, driven by strong demand from Malaysia, Indonesia and the Philippines.
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