Australian vegetables will be on show when more than 40 leading buyers from Asian and Middle Eastern countries visit the country as part of a Reverse Trade Mission (RTM).

Importers, retailers and wholesalers from Japan, Singapore, Hong Kong, Malaysia, the United Arab Emirates and Thailand will take part in the trip, which aims to increase the profile of the Australian vegetable industry in an effort to capitalise on expanding international markets.

A representative of industry body AUSVEG said demand for premium quality Australian vegetables was on the rise, particularly with growing middle-class populations in Asia and the Middle East.

"These regions are a large and continually growing market for Australian vegetable producers and have huge potential for development," national manager for export development Michael Coote said.

"The extensive number of buyers attending this year’s RTM gives an indication of the high level of interest there is in Asia and the Middle East for clean, green and safe Australian vegetable produce.

"There are also many companies who are returning to Australia to participate in their second and even their third RTM, which demonstrates that regional buyers are looking to increase their Australian vegetable purchases to meet a growing consumer demand."

Delegates participating in the RTM will meet with leading producers and government trade officials in the states of South Australia, Victoria and Queensland, as well as visit wholesale markets and growing operations.

As part of the visit, which is commissioned by Horticulture Innovation Australia using the National Vegetable Levy and funds from the Australian Government, participants will also attend the 2016 National Horticulture Convention.

"AUSVEG will provide opportunities for growers who are exporting, or looking to export, to increase their international business network and explore new business opportunities, through organised networking events such as a fresh produce display," Coote said.

"Australian vegetable producers are in a good position to capitalise on high levels of demand in Asian and Middle Eastern markets.

"Meeting with these buyers will give them the chance to seize an exciting and potentially lucrative opportunity to export their produce to these markets."

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