with Hort Innovation leading the charge to showcase the nation's horticulture excellence and export ambition.
Held from 3-5 September at AsiaWorld-Expo in Hong Kong, AFL is Asia's premier international trade exhibition for the fresh fruit and vegetable sector attracting more than 13,000 growers, exporters, importers and retailers from 42 countries all over the world. This year, Hort Innovation will facilitate the Australian Pavilion, featuring a broad array of Australian produce and a central hospitality space for food sampling and promotional content.
The initiative is part of Hort Innovation's strategic commitment to accelerating global demand for Australian horticulture and creating new market opportunities for growers.
Brett Fifield, CEO at Hort Innovation explained why events like AFL continue to remain important for the Australian market: "AFL is more than a trade show - it's a platform to connect Australian growers with global buyers, build long-term relationships, and showcase the premium quality of our produce."
"AFL presents an opportunity to grow the market, garnering great opportunities for all Australian growers. Whether you're an exporter or not, strong export performance lifts prices and drives profitability at the farmgate for all growers, so we see this as a crucial event every year. Our presence at AFL is about creating a future where Australian horticulture thrives on the world stage."
AFL 2025 will also see Brett Fifield deliver a keynote at the Asiafruit Knowledge Hub, outlining Hort Innovation's approach to fast-tracking investment for the industry's future.
Flora Zhang, General Manager of Exports at Australian Avocadoes spoke about what this means for the industry: "For the Australian Avocados industry, AFL is where we connect with global partners, showcase our year-round supply, and highlight the work we're doing to actively grow avocado trade worldwide."
Charlotte Brunt, Trade Development Manager at Summerfruit Australia added: "Asia Fruit Logistica provides an opportunity to connect with buyers from across Asia and catch up with friends and colleagues from Australia."
Growers and industry partners attending AFL are encouraged to visit the Australian Pavilion to connect, learn and celebrate the sector's global momentum. For those not attending this year, Hort Innovation invites you to consider joining the 2026 delegation to help grow Australia's horticulture footprint across Asia.
