One of Hort Innovation's strategic objectives is to enhance both local and global demand, ensuring profitability and sustainability for the Australian horticulture sector. This involves promoting Australian horticulture products in high-value export markets and improving market access. A recent focus has been on strengthening trade ties with Japan, a key market for Australian horticulture.
Through strategic initiatives and partnerships, Hort Innovation is working to build industry networks in Japan, showcasing Australian horticulture and reinforcing the reputation of Australian growers. The partnership between Australia and Japan is complementary and counter-seasonal, allowing both countries to support each other's markets. Japan ranks as Australia's third-largest horticulture trading partner, with exports valued at $175.6 million in 2025. Oranges, macadamias, and table grapes are leading exports, making up 42%, 13%, and 13% of exports, respectively. Japan also imports various fresh produce such as melons, avocados, and cherries.
The Taste of the Land Down Under in the Land of the Rising Sun event on March 11, part of the Australia-Japan Horticulture Showcase initiative, and the Taste the Wonders of Australia event on April 9 were key in strengthening relationships with Japan. These events included export market roundtable discussions, engaging with industry and government contacts to discuss market opportunities and challenges. Additionally, food and wine workshops presented Australian food and wine to local industry representatives, while gala dinners featured premium Australian produce to over 100 Japanese representatives.
Hosted by Hort Innovation, Austrade, and the Department of Agriculture, Fisheries and Forestry (DAFF), with support from Global Victoria and the Tasmanian Government, the ongoing program is funded by Hort Innovation's Frontiers and DAFF's Showcasing Australian Horticulture Grant. The Australian Food and Wine Collaboration Group's investment is backed by Agriculture Trade and Market Access Cooperation (ATMAC) grants.
Insights from Japan indicate that fresh produce prices have risen by 19%, making Japanese consumers more price-conscious but still favoring quality. Australian produce is viewed as clean and safe, enhancing its market reputation. The Japanese Government seeks a stable partner amid global uncertainties, and Australia's counter-seasonal offerings position it as a key partner. Sustainability is gaining importance in Japan, offering Australia an opportunity to highlight its sustainability efforts. Supporting the 'brand Australia' image can increase product awareness in the market.
Source: Hort Innovation