Australia’s new horticulture export brand, Grown in Good Nature, is set to launch at Asia Fruit Logistica in Bangkok to more than 40,000 potential buyers and business contacts from 86 countries.
Grown in Good Nature was developed by Hort Innovation in partnership with Austrade and in consultation with industry.
Hort Innovation’s managing director, Brett Fifield, said the launch of the brand represented the strongest collaboration in the Australian horticulture international market to date.
He said the brand was designed to bring to life how Australia’s good nature – both in terms of geography and personality – enables the country to grow the best and freshest produce in the world. .
“Grown in Good Nature is driven by clear industry signals that expanding our presence in international markets is a priority,” Fifield explained.
“With the launch of Austrade’s national Australian brand, there was an opportunity to work together to create a unified presence overseas while maintaining a horticulture-specific identity, and this is how Grown in Good Nature was born.”
Over the next six months, Grown in Good Nature marketing campaigns will be launched in Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore and Thailand.
In addition to trade show appearances, activities will include retailer partnerships, e-commerce, foodservice promotions, in-store displays, season launch events, food journalist engagement, TV coverage , employment of social media influencers and more.
Grown in Good Nature is backed by over A$58 million (US$37 million) in Hort Innovation’s export initiatives – spanning educational resources for current and future exporters, market data insights, research and development to support protocol requirements and biosecurity measures.
Fifield said export marketing campaigns are a key tool in increasing demand for Australian products.
“If Australian domestic production continues on its current growth trajectory, there will be nearly 500,000 tonnes of oversupply by 2030. Grown in Good Nature aims to help curb this by raising our profile overseas” , Fifield said.
Adrian Cordoma, a table grape grower from Robinvale Victoria, said he was looking forward to seeing how the Grown in Good Nature brand would resonate with attendees at Asia Fruit Logistica in Bangkok in November.
“Grown in Good Nature highlights the quality of the fruit, vegetables and nuts Australian growers produce and builds on the idea that our products embody Australia’s rich character. At Asia Fruit Logistica, we will have growers like me on the stand showcasing the premium products they have grown, and I can’t wait to see what opportunities will be triggered by our presence there,” Cordoma said.
Growers and supply chain representatives from the avocado, cherry, citrus and table grape industries will showcase their products at Hort Innovation’s Asia Fruit Logistica stand.