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Agriculture Victoria - Vic House

The new facility boosting Victoria's fruit and vegetable export potential in China

The Victorian Government has launched a new state-of-the-art trade facility in China, looking to help the state's fruit and vegetable companies to grow their global sales and reach new opportunities through in-market support.

With the guidance of the Greater China Victorian Government Trade and Investment Office (VGTI), agribusinesses can conduct training sessions, buyer testing/product sampling and use the facility for commercial discussions and outreach.

"Vic House will provide the Victorian agriculture industry with a sector-specific facility in Shanghai, dedicated to the exclusive promotion of Victorian agricultural products, in place of trade shows impacted by COVID and travel restrictions," a spokesperson from Agriculture Victoria told FreshPlaza. "Vic House will enable a number of existing exporters to consolidate and grow strong in-market relationships with suppliers, whilst providing an entry solution to emerging exporters wanting to explore global opportunities. Victoria is leading the way with the establishment of the innovative and unique new Vic House facility in China, our largest food and fibre export partner."

Photos: Last month's launch of Vic House in Shanghai

Victorian agriculture, food and fibre exports are critical to the State’s diverse economy and are heavily sought after by our largest trading partner, China. Victorian food and fibre exports to China were valued at $4.7billion in 2019-20. In that year, Victoria exported 110,000 tonnes of fruit (worth $372 million) and 94,000 tonnes of vegetables ($171 million) to China.

Agriculture Victoria will work alongside the China VGTI and Global Victoria to identify exporters with business models and products that show the best potential for sustainable in-market success. Following expressions of interest submitted to Agriculture Victoria, agribusinesses will be emailed an application form for completion and assessment. Once a successful agribusiness has been notified, it will receive logistical guidance from the VGTI.

The dedicated three-story facility features rooms to conduct virtual business meetings with importers and retailers and high-end supermarket shelving for product display. The space also provides Victorian agribusinesses with the opportunity to tailor events to meet Chinese consumer demand and products will be rotated through Vic House based on seasonality, optimum quality, and alignment with calendar events scheduled in-market.

“Vic House will be the perfect place for both established exporters looking to strengthen existing relationships and export-ready Victorian agribusinesses who are new to the market to showcase their produce,” Victorian Minister for Agriculture Mary-Anne Thomas said. “This facility will give Victorian agribusinesses the opportunity to secure a strong position in a critical export market and continue the recovery from global market disruptions caused by the pandemic.”

A range of events has already been scheduled at Vic House to showcase Victorian agriculture, food and fibre products and facilitate business to business (B2B) engagement, allowing Victorian companies to test product, receive feedback and enter the market with confidence.

The investment in Vic House aligns closely with the vision of Victoria’s Agriculture Strategy (2020), and it is supported through the Victorian Government’s $15 million Food to Market Program and $5 million Pathways to Export Program, aimed at supporting Victorian producers to be more profitable, exporting more products to more markets, more often.

"Exports play a critical role in Victoria’s economy and it’s important that we continue to invest in established and emerging markets for future growth," Victorian Minister for Trade Martin Pakula said.

Agribusinesses are encouraged to contact Agriculture Victoria directly with an expression of interest, and inquiries will then be responded to by the relevant specialists.

For more information
Agriculture Victoria
pathwaystoexport@agriculture.vic.gov.au 


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