Sales grow across multiple retail channels following in-store orange tastings
The demand for Australian citrus in Korea was on display this season as consumers eagerly engaged with promotions run by the Australian industry.
Citrus Australia conducted the 2026 Australian Citrus Retail Promotion in August, delivered through the Australian Table Grapes Association (ATGA) consortium and supported by funding from the Accessing New Markets Initiative (ANMI).
ATGA is a member of the Trade Diversification Network, which works closely with government through Austrade to help Australian exporters expand into new markets and diversify their export opportunities.
The campaign showcased Australian oranges at leading retail chains including Emart, Emart Traders and Lotte Mart during the peak season. In-store displays and sampling stands gave consumers the opportunity to taste Australian oranges and learn more about their quality and provenance.
“The success of the grower study tour to Korea and the Australian orange in-store tasting campaign highlighted the value of Citrus Australia and Austrade working together in-market,” said Nathan Hancock, CEO, Citrus Australia.
“Participants in the study tour gained a much stronger understanding of the Korean market and its consumers, while the retail tasting program delivered strong sales uplift and valuable consumer insights.
”For industry members, it was a clear example of collaboration delivering practical outcomes by building relationships, strengthening market knowledge, and increasing understanding and appreciation of Australian citrus.”
Dane Richmond, Austrade trade and investment commissioner, said the promotion delivered exceptionally strong results.
“The campaign significantly increased awareness of Australian oranges among Korean consumers and helped position them as a premium seasonal fruit option during the summer months, complementing locally grown Korean produce,” he said.
The promotion generated strong commercial outcomes, with all 3 participating retailers reporting triple-digit growth in both sales and volume during the campaign period.
”Retailers were highly encouraged by the response from consumers,” Richmond said. “One retailer reported that strong sales momentum continued into the following weekend after the tasting event had concluded, while another expressed interest in extending the campaign due to its success.”
