Hort Innovation Strategy 2031 sets long-term direction for investment in productivity, innovation, market access and grower capability
Australia’s horticulture industry aims to double the value of exports to A$7bn by 2031.
The export ambition forms part of Hort Innovation’s newly launched Strategy 2031. Developed through extensive consultation with growers and industry stakeholders, the strategy sets a long-term direction for investment in productivity, innovation, market access and grower capability.
Hort Innovation CEO Brett Fifield said export growth emerged as one of the strongest themes from more than 1000 conversations with growers and industry stakeholders during the development of the strategy.
“Our strategy reflects those collective priorities. Australian horticulture has an incredible story to tell, and the world is increasingly recognising the quality, safety and sustainability of the produce our growers deliver,” Fifield said.
“Reaching A$7bn in exports by 2031 is ambitious, but Australian horticulture has shown what’s possible when the industry works towards a shared goal,” he said. “This is an opportunity to unlock the next phase of growth.”
Fresh horticulture exports reached a record A$3.5bn in 2024/25, increasing 13 per cent in a single year and 126 per cent over the past decade. The new target would require that momentum to continue for the next five years.
Fifield said growing export opportunities would create more commercial options for growers and strengthen the long-term competitiveness of Australian horticulture.
“Export growth is ultimately about creating more opportunities for growers. More demand for Australian produce means more market options, stronger returns and a more resilient industry,” he said.
Christian Parsons, COO at Costa Group, said export growth would be critical to maintaining a strong and sustainable industry into the future.
“On current production trends, export growth is critical to maintaining a viable and sustainable horticulture industry. The ambition to grow exports to A$7bn by 2031 reflects both the opportunity and the challenge ahead,” Parsons said.
“Global demand for premium Australian produce continues to grow, and with ongoing investment in market access, industry capability and trade relationships, we are well placed to build on that momentum over the next five years.”
Dean Morpeth, chair of Summerfruit Australia and director at Morpeth Farms, said growing export opportunities would help create long-term growth for Australian summerfruit growers.
“Australian summerfruit growers continue to invest in new varieties and premium fruit, and we know there is growing demand for these products in export markets,” Morpeth said.
“Expanding export opportunities is important for creating long-term growth and giving growers more pathways to market. We support the ambition to grow Australian horticulture exports and the investment needed to help industry realise that opportunity.”
There were opportunities across a range of commodities and markets, including strengthening Australia’s position in China, its largest horticulture export market, and building on success in high-value markets such as Japan, where table grapes demonstrated what sustained investment in market access and relationships could achieve.
Open markets such as Hong Kong could also provide an important platform for connecting with buyers across Asia. Fifield said capturing these opportunities would require coordinated investment in market access, grower capability and the innovation needed to remain globally competitive.
“Achieving this ambition will require a coordinated effort across industry. Hort Innovation will work with growers, exporters, governments and trade partners to support market access, build capability and help create the conditions for long-term export growth,” Fifield said.
Strategy 2031 identified export growth as one of several opportunities to strengthen the industry’s future. It also prioritised investment in areas including automation, artificial intelligence, crop protection, climate resilience, production efficiency and technologies to help growers improve productivity and make more informed business decisions.
