Comment: Why growing Australian horticulture to $21bn by 2030 is essential

Australian horticulture is on track to be a A$21bn industry by 2030.  

But this growth itself is not an indicator of success. The profitability and sustainability of our growers is.  

Twenty-one billion is not just a target – it’s a vision for keeping clean, green Australian produce on plates across the world. It’s ambitious, but it’s achievable. And it’s absolutely necessary if we want to keep Australian growers profitable and our reputation for quality, safety, and sustainability intact. 

Getting there will take work, collaboration, and innovation. It starts now, as we wrap up a big year for the industry and Hort Innovation, and look ahead to 2026. The challenges are real – rising costs, climate volatility, labour shortages, and shifting consumer expectations. But so are the opportunities. If we act together, we can build an industry that’s not just resilient, but remarkable. 

Productivity: Driving profitability by doing more with less 

Productivity is the engine room for growth and increased profitability across the industry.  

Australian growers are feeling the squeeze – labour alone accounts for more than a third of input costs, and availability is a constant headache, especially at harvest. The recent Factors Driving Horticulture Productivity report, commissioned by Hort Innovation, shows that if growers embrace innovation – automation, data-driven decision-making, and mechanisation – the industry’s annual value added could nearly triple. 

These aren’t abstract ideas. Hort Innovation has already invested more than A$220mn in on-farm productivity projects, from robotics and automation to food safety and disease risk research.  

But we know adoption isn’t always easy.  

That’s why our investments are designed to support growers through the journey – not just with funding, but with knowledge, connections, and confidence.  

Productivity isn’t a silver bullet, but it’s a powerful lever. If we get it right, we’ll build a more productive, profitable, and resilient horticulture sector – one that’s ready for the future and ready to lead it. 

Consumption: Closing the serving gap 

We all know fruit, vegetables, nuts, and greenlife are essential to our health, but knowing doesn’t always translate to doing.  

ABS data shows Australians fall short of dietary guidelines – just 2.2 serves of vegetables and 1.3 serves of fruit per day, well below recommended servings. This under-consumption isn’t just a health issue; it’s a missed opportunity for growers. Especially for our vegetable industry, which is uniquely positioned to meet consumer needs with diversity, affordability, and availability. 

Hort Innovation is investing more than A$30mn in behavioural research, marketing campaigns, and school-based trials to drive demand. The goal: shift fresh produce from “good to have” to “must have” in the minds of Australians because when Australians consume more horticulture, everyone wins – growers, consumers, and the nation. 

Export: Unlocking global markets 

Australian horticulture is world-class. But to unlock its full value, we must look beyond our borders.  

At Hort Innovation, we’re focused on expanding high-value export markets that deliver profitability and sustainability for growers. This isn’t just about trade, it’s about positioning Australian produce as premium, trusted, and in demand across the globe.  

Horticulture exports hit a record high of A$2.9bn, reaching 76 countries in FY23/24, to continue growing the sector to reach that A$21bn goal, exports and opening up new markets will be key to unlocking new consumers for Australian growers.  

Through continued relationship building at events such as Asia Fruit Logistica and through partnerships such as the Australian Food and Wine Collaboration Group, we continue to focus our efforts on supporting growers by contributing to the opening of new markets.  

Together, we’re not just exporting produce – we’re exporting trust, quality, and innovation. And we’re doing it together because when Australian horticulture thrives on the world stage, the whole industry grows stronger. 

Let’s grow smarter, together 

The choices we make now will shape the next three, ten, 20 years of Australian horticulture.  

Together, we can make the A$21bn vision a reality and keep clean, green Australian produce on plates around the world.