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Australia Fresh redefined and refreshed

Australia's export development program, Australia Fresh, has been refreshed this year with a new strategy including a brand new logo and website.

Managed by Horticulture Australia (HAL), the program promotes Australian fresh fruit, nuts and vegetables in international markets and develops export opportunities so that consumers around the world can enjoy the best that Australia has to offer in this sector.

Helping to achieve this will be a brand new logo that clearly identifies the product as being Australian.

Horticulture Australia General Manager of Marketing, David Chenu said the Australia Fresh logo had been used for over a decade and contributed to the long-term perception of Australia’s high quality assurance standards but it was "time to upgrade the logo and give it a fresh new image that was distinctly communicating our core message of 'produced in Australia.'"

To achieve this Australia Fresh has refined their logo to more closely link to the Australian Grown logo, whilst also adopting the iconic green and gold colour scheme and distinctive graphic style.

Participating industries will also be able to use a specifically tailored version of the Australian Grown symbol to promote their industry under the banner of Australia Fresh.

"Research shows the Australian Grown symbol is the most recognised symbol of Australia overseas, next to the Australian flag," Mr. Chenu said. "This symbol has been widely promoted in many of our key export markets and has strong consumer awareness."

Another key tool helping to drive export development will be the new Australia Fresh website which has been redesigned to focus on the needs of international buyers.

The website is fully optimised for mobile devices including tablet and mobile devices and is visually inviting with bright colourful images of Australian fresh fruit, vegetables and nuts showcasing what our growers and exporters have to offer, it also acts as a reference, providing information on Australian horticulture industries and their products; links to key industry bodies and exporters; news and upcoming events.

Asia Fruit Logistica in Hong Kong on 5-7 September.
Australia Fresh and Austrade had a strong presence offering over 16 Australian industries and exporters’ access to overseas buyers at the event this year. Furthermore, Australia Fresh further facilitated buyer introductions with opportunities to discuss business at a separate networking reception hosted on Thursday 6th September, 2012.

China World Fruit & Vegetable Trade Fair in Beijing on 9- 11 November
A joint Australian delegation was organised through Australia Fresh to take part in the China FVF trade fair this November. Australian industries represented in China this year included Citrus, Table Grape, Summerfruit, Cherry, Apple, Lychee and Avocado industries.

For more information on Australian industry, fresh produce exporters and upcoming events please visit

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