Australia's Hort Innovation only launched its brand six months ago, but the organization says it it is already attracting significant interest in the 10 Asian and Middle Eastern countries where it is being rolled out.

The Taste Australia brand uses trade shows, in-store promotions and seminars for buyers, media and influencers in an effort to spread the word about Australia’s produce. It is also supported by more than AUD$40 million of research and development projects.

The success so far has exceeded all expectations, Hort Innovation chief executive John Lloyd said.

"We have been working flat-out with industry, Austrade and other partners to deliver unprecedented attendance at trade show events, in-market promotional activities, and record levels of research and development," he said.

In the last six months, more than 300 industry representatives and growers have attended trade shows in Dubai, Tokyo and Beijing, with more than 200,000 buyers and importers from wholesale industries in Asia and the Middle East being exposed to Australian produce.

Taste Australia said they had also carried out marketing campaigns across the Asian continent ‘through more than 800 separate in-store promotions’.

Michael Coote, AUSVEG national manager of export development, said: "A number of vegetable growers have made inquiries about using the brand themselves, demonstrating the commercial value that growers see in Taste Australia."

Not only is Taste Australia generating more interest and awareness about Australian produce, it is also benefiting other companies, such as Tesco Thailand, according to its lead produce sourcing manager, Alisa Wongstianchi

"These promotions have not only increased customer awareness of Australian produce but have also drawn more people to our stores," she said.

Australian cherries have been launched in Hanoi and Ho Chi Minh City by some celebrity Vietnamese chefs, while five chefs from Japan and Macau have visited Australia to continue building the positive perception of Australian horticulture and food.

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