Juicy carrots, fat pumpkins, crisp bok choy, and aromatic herbs were among the fresh produce on show during the 2025 Reverse Trade Mission organised by AUSVEG and Austrade.
Forty delegates from 12 countries visited major growers, processors and retailers in southern Queensland. They toured prime vegetable growing businesses in the St George, Lockyer Valley and Scenic Rim regions. The delegation also visited various facilities, including an irradiation centre and a smart farm, to experience the latest Australian agri innovations. Visits to Coles, Woolworths, Aldi and Harris Farm Markets were also on the agenda.
On the last day of the mission, delegates attended a Knowledge Exchange Breakfast Forum sponsored by the Australia-Japan Horticulture Showcase. They then sampled premium fruit and vegetables at the AUSVEG Fresh Produce Showcase. The day ended at the Hort Connections 2025 conference, where delegates met suppliers and industry representatives from across the country.
'Australian fruit and vegetable growers have a reputation for producing some of the best-quality produce in the world,' says Michael Coote, CEO of AUSVEG. 'The 2025 Reverse Trade Mission is a valuable opportunity for key international buyers to see and experience our world-class production businesses and practices up close.'
'This is the 10th year that AUSVEG and Austrade have collaborated to bring vegetable buyers to Australia,' says Jay Meek, Austrade's General Manager, Trade. 'It's great to work with AUSVEG on this mission and other programs that support Australia's vegetable growers to export. Partnerships like this one demonstrate the value of deep, sustained engagement between industry and government.'
A 10-year partnership to support horticulture exporters
The partnership between Austrade and AUSVEG leverages each organisation's individual strengths: Austrade's connections to overseas customers, buyers, importers and distributors, and AUSVEG's relationships with produce growers.
The annual in-bound mission is funded through vegetable, onion and melon industry research and development levies in partnership with Hort Innovation. AUSVEG creates and delivers the mission.
Over the past 10 years, Austrade and AUSVEG have brought hundreds of customers to visit regions in Queensland, South Australia, Tasmania, Victoria and Western Australia. They come from around the world, including Northeast Asia, the Middle East, the Pacific Islands and Southeast Asia (excluding Vietnam).
A major highlight for delegates is meeting growers and processors and seeing Australia's production regions, farms and facilities in person.
'It was a wonderful experience, providing the opportunity to meet growers, exporters and other buyers, share insights, gain learnings and have fun,' says Laurent Varachaud, Senior Category Manager - Perishable, Classic Fine Food, Hong Kong. 'We hope to reconnect with everyone met on the tour.'
'From insightful meetings and farm visits to productive networking sessions, all of us truly had a fruitful week,' says Ebby Loo, Managing Director, Euro-Atlantic, Malaysia: 'A special thank you to AUSVEG, Horticulture Innovation and Austrade whose generous support made this mission possible. Your dedication to fostering connections and exchange of knowledge in the fresh produce sector is much appreciated.'
Delegates from 12 countries enjoyed meeting growers and seeing their farms and produce in person during the reverse trade mission. Image courtesy of AUSVEG.
Supporting family-owned regional businesses
Australian vegetable growers produce $5.7 billion worth of produce annually, accounting for one-third of Australia's $16.98 billion horticulture industry. Australia exported more than $325 million worth of fresh and processed vegetables in 2023-24, an increase on 2022-23 (Source: Australian Horticulture Statistics Handbook, 2023-24).
Exports help support an industry comprising 3,600 vegetable-growing businesses. Many of them are multi-generational, family-owned enterprises like Qualipac, a fourth-generation farm.
Founded in the 1940s, today Qualipac has several farms throughout the Lockyer Valley and Eastern Darling Downs. The farm grows mainly broccoli, onions and pumpkin, and employs over 20 full-time staff and more than 100 casual staff during peak season. Qualipac exports broccoli to Japan, Korea and Singapore, and has also exported beetroot and watermelon radish to Japan.
'Australia is well known for its good quality produce - we have the best soil, clean water and very safe production processes,' says Troy Qualischefski, Qualipac Director. 'Australian growers are passionate about their produce.'
'The reverse trade mission allows us to connect with customers,' adds Qualischefski. 'Seeing people face-to-face allows us to have more in-depth discussions and get insights on the retail market in their country. We get to hear about the challenges they face in their own market and troubleshoot solutions, for example, discuss how we can produce what their customers are demanding.'
Supporting food security in the Asia-Pacific region
Australia plays a significant role in global food security by exporting around 70% of its agriculture, fisheries and forestry products. To help develop other agri-food systems, Australia also shares knowledge, technology and practices, including its industry models, research and development corporations, and government partnering.
'Australian produce is in demand globally because it's premium, safe and sustainable,' says Meek. 'We are proud to partner with AUSVEG to help our horticulture growers export their incredible produce and contribute to food security in Asia and beyond.'
'Food security is becoming a major policy priority in Australia and for governments across the Asia-Pacific region,' adds Coote. 'Australian vegetable, onion and melon growers are dedicated to building mutually beneficial trading relationships with these trading partners.
'Partnerships like this between AUSVEG and Austrade to grow and strengthen the relationships between Australian industry and importing countries demonstrate our intent to be part of their food-secure future.'
