Industry representatives and growers from across Australia are heading to Middle East this week to attend the World of Perishables (WOP) Dubai trade expo from 13-15 November.

Led by grower-owned body Horticulture Innovation Australia (Hort Innovation) and peak industry bodies, the delegation will attend the premium fresh produce trade event for the region, with more than 7,000 importers, wholesalers and suppliers expected to attend.

Hort Innovation, vegetable industry body Ausveg, Cherries Australia, Apples & Pear Australia and more are co-promoting their produce under the ‘Australia Fresh’ banner at the trade show.

“We are excited to be heading over to Dubai to showcase some of the Australia’s finest produce to an eager market that sees our stringent health and safety standards as our point of difference,” said John Lloyd, Hort Innovation CEO. “Over the past five years, exports to the Middle East nearly tripled, and this figure can only rise through initiatives such as the Australia Fresh.”

Australia exported more than A$203m in horticulture produce to the Middle East, with increased airfreight access and a growing number of middle and high-income households contribution to the rise in demand for Australia produce, he added.

Last year, one Australian grower who attended WOP Dubai secured a deal to ship organic beetroots to the United Arab Emirates, supplying the Crown Prince of Dubai’s racehorses.

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