Large Australian Presence at AFL 2015 Attracts More Buyers
Just one of the benefits a united front can deliver
The Australia Fresh pavilion enjoyed one of its most successful years yet at Asia Fruit Logistica. Held at Hong Kong’s AsiaWorld-Expo Center on 2-4 September, Asia’s premier fruit and vegetable trade fair is the place to meet importers, senior buyers and executives from leading food retailers in Asia and discuss business.
With an increasing focus on Asian markets the fair has continued to grow year on year and this attracted more than 9,200 trade visitors from 70 different countries.
Horticulture Innovation Australia’s commitment to take Australian horticulture to the world stage was showcased in a 276sqm stand located in a prime position near the entrance to Hall 3D.
Australia Fresh Program Director Agnes Barnard said it was the first time all national horticulture industries had come together as a united front and this year she was also pleased to welcome state organisation Fruit Growers Tasmania to the stand.
“Our co-exhibitors realise there are many benefits to working together and exhibiting under the one Australian banner which is why we have 11 exporters and seven industry associations exhibiting,” she said.
“While it makes good business sense to share costs, the real benefit of the Australia Fresh Pavilion is as a beacon for international buyers looking to source Australian fresh produce,” she said.
Helen Waterworth from Perfection Fresh agreed, saying the Australia Fresh pavilion attracted many positive comments by visitors. “As a group of businesses, it also creates a happy atmosphere and buzz which attracts people.”
This year the campaign was boosted with the tagline: Australian research driving quality and food safety. “It builds on the clean, green image of Australian agriculture, while Australia’s well-renowned investments on R&D provides buyers with confidence in the quality and safety of Australian produce,” Agnes said.
Exhibition space was also revitalised with a new design featuring a fresh and more open feel with a central reception and meeting area.
Many exhibitors and buyers commented on the layout of the stand, particularly the reception area. “More than just a place to greet visitors, the reception area showcases the various fruits, vegetables and nuts of co-exhibitors. Platters of freshly cut fruit highlighted the quality of fruit available from Australia and enabled visitors to taste the great flavours and textures on offer,” Agnes said.
“Interesting combinations of fruit and nuts were blended to create delicious smoothies which were a refreshing delight for visitors and exhibitors alike.
A flat domestic market saw Fruit Growers Tasmania join the national stand under the Australia Fresh banner for the first time this year as they focused on moving apples into export markets. Business Development Manager Phil Pyke said their location as an end stand on a major thoroughfare was ideal. “The engagement was outstanding for the growers who attended. Each grower was able to engage their clients without being crowded and the reception area proved an asset for those longer meetings,” he said.
Agnes said initiatives to generate visitor traffic well and truly benefited all co-exhibitors in the stand making this year’s Australia Fresh Pavilion not only one of the biggest, but one of the most commercially successful.
Sound of Australia lures visitors
A little piece of Australia was on show in Hong Kong on Wednesday afternoon as kangaroo mascots hopped throughout the hall. Meanwhile, the unique sound of the didgeridoo reverberating throughout Hall 3D signalled that something special was happening at the Australia Fresh pavilion and visitors should go and investigate.
The Australian icons played a key role in attracting people to the stand where a Network Reception Cocktail was being held to facilitate trade and business discussions between exhibitors and international buyers.
Horticulture Innovation Chairman Selwyn Snell opened the network reception to welcome at least 180 guests to the stand.
The Australia Fresh network reception is always popular because of the connections made and reinforced. It also provides the opportunity to discuss business in a relaxed, comfortable environment. This year there was a lot more excitement generated by the kangaroos, but exhibitors and buyers both agreed the pavilion was a well thought out space for networking and sampling of produce, and it had been a very useful exercise.
Adrian Cordoma from Cutri Fruit said the networking reception created a good vibe about Australia and they had received many positive leads which they hoped would turn into real business.
Quotes
So easy to find all the big Australian exporters when they’re in one national pavilion. This is like one-stop shop – saving us a lot of time.” – Louisa He – General Manager, Shenzhen CHL Industries Co., Ltd, China
Apple and Pear Australia benefited from combining with other industries to inform and promote the advantages of procurement and trade with Australian growers. Growers were able to use the APAL stand as a base from which to meet importers/retailers, showcase their product and walk the fair to gauge trends and industry developments. – Olivia Tait – Market Development Manager, Apple and Pear Australia Ltd
We really gained lots of information by talking to exporters regarding forecast volume, pricing, sizes and expectations of suppliers to our market. It was also very helpful for us to gain knowledge on some new varieties such as stone fruits and grapes. – Derek Wang – WLH Marketing Co., Ltd, Taiwan