Nine peak industry bodies and nine leading exporters complete an eight-day, four-city programme backed by Austrade’s Accessing New Markets Initiative
The largest multi-industry Australian horticulture delegation to visit China’s emerging inland cities has concluded an eight-day trade mission spanning Kunming, Chongqing, Changsha and Qingdao, anchored by the signing of a memorandum of understanding with Kunming Haiguangxing Wholesale Market — a new strategic channel for premium Australian produce into Southwest China.
The mission was led by the Australian Table Grape Association (ATGA) and funded through Austrade’s Accessing New Markets Initiative (ANMI). ATGA is the lead peak industry body for horticulture in the Trade Diversification Network (TDN), a new Austrade initiative supporting delivery of the ANMI. The programme was supported in market by Austrade and the China Chamber of Commerce of Import and Export of Foodstuffs, Native Produce and Animal By-products (CFNA).
The 23-member delegation brought together senior leaders of eight peak industry bodies — spanning table grapes, apples and pears, citrus, mangoes, avocados, cherries, berries, summerfruit and dried fruits — alongside Hort Innovation and nine of Australia’s leading fresh and dried produce exporters. The visit was designed to develop a deeper understanding of emerging market opportunities in China’s tier-2 cities, where demand for premium imported fruit is growing fastest and Australian product remains under-represented.
MOU with Kunming Haiguangxing Wholesale Market
In the mission’s signature outcome, representatives of the peak industry bodies in the delegation signed a memorandum of understanding (MOU) with Kunming Haiguangxing Wholesale Market, with Market president Xu Zheng signing on behalf of the market. Haiguangxing — a 52-hectare wholesale fruit trading centre in Kunming’s Dianzhong New District that opened in April 2026 — is an important strategic channel for Australian exporters, offering a single point of access to Yunnan’s fruit distribution network and, through Yunnan’s land links to five ASEAN countries, to broader regional markets.
“Haiguangxing was built to connect quality fruit with consumers across southwest China and beyond. This MOU opens the way for premium Australian produce through our platform, supported by world-class cold chain and a partner network that reaches from Yunnan into ASEAN,” said Xu.
On the ground in four cities
In each city, the delegation visited key wholesale markets and retailers, including Shuangfu Market and JinGuoYuan (Chongqing), DongFang Dingxing Market (Qingdao), Hongxing Market and Greenery (Changsha), with visits to Sam’s Club, Olé, Sinkin and Greenery retail locations.
At the markets, exporters conducted roundtables with importers and distributors, inspected cold chain infrastructure, and were briefed on domestic production and trade conditions. Discussions centred on new channels into tier-2 cities, including wholesale platforms, modern retail and e-commerce, ahead of the coming Australian season.
Deputy director of fruit, vegetable and industrial food at the CFNA, Kun Lu said: “China’s inland cities represent the next frontier for imported fruit, and Australian growers are well placed to serve them. CFNA was pleased to support this delegation across all four cities, and we look forward to deepening cooperation between the Chinese and Australian fresh produce industries.”
A market moving inland
Australian horticulture exports are forecast to reach A$4.7bn in 2025/26, up 8 per cent year on year, with China the largest single-country market for Australian fresh fruit. Table grape exports reached A$485.8mn, led by Japan and South-East Asia, with China becoming the second-largest export market for the 2025/26 season. Australia’s counter-seasonal supply window — peaking February through April, when Chinese domestic supply is lowest — positions Australian growers as a natural premium partner for China’s inland consumer markets.
ATGA chief executive and Mission Leader, Jeff Scott said: “China’s emerging tier-2 cities are where the next decade of growth for Australian horticulture will be won. Kunming, Chongqing, Changsha and Qingdao are sophisticated, fast-growing markets where premium Australian fruit is under-represented. This mission was about building the relationships and channels to change that — and the Haiguangxing MOU gives our industries a front door into southwest China.”
General manager, trade diversification taskforce, Jay Meek said: “The Accessing New Markets Initiative helps Australian exporters diversify and deepen their presence in high-potential markets. This mission shows the model at work, with nine industries and nine exporters travelling as one delegation, with a direct line into China’s fast-growing inland cities.”
The delegation’s findings will inform industry export programmes for the 2026/27 season, with follow-up activity to be coordinated through the Trade Development Network.
