One of Australia agriculture’s most comprehensive trade development programs as it heads to Malaysia in September for the Australian Food and Wine Collaboration Group’s next Tastes the Wonders of Australia market access activation.
It’s the seventh activation for the Collaboration Group, comprising some of Australia’s leading research and development corporations and industry representative groups, including Seafood Industry Australia, along with Hort Innovation, Dairy Australia, Wine Australia and Meat & Livestock Australia.
Over the past three years, the Collaboration Group has held market activations in Thailand, South Korea, Vietnam, Indonesia, Taiwan and Japan.
The Group has met with more than 1,200 food trade and government representatives, leveraging the individual sectors’ export strengths to deepen industry and government networks, advance bilateral trade and improve market access for the Australian food and wine producers.
The next market activation will be held in Kuala Lumpur on September 29 and 30, and coincides with the 70th anniversary of diplomatic relations between Australia and Malaysia.
Malaysia is Australia’s 11th largest trading partner for Australian agriculture in 2024/25, with exports worth $1.8 billion. With Malaysia’s rising affluence, a growing middle class and increasing demand for premium imported goods, the market presents strong potential for growth across Australia’s food and beverage sectors.
For the Australian seafood industry, Malaysia is Australia’s 11th largest export destination by value at about $12.5 million.
Seafood Industry Australia Chief Executive Officer Veronica Papacosta said Malaysia is a rising market for Australian seafood.
“Malaysia is a growing destination for Australia’s premium seafood exports, especially rock lobster, salmon, and sea cucumber,” Ms Papacosta said.
“While current trade volumes are modest, Malaysia plays an important role in industry diversification efforts.
“E-commerce channels, including live broadcast sales, have emerged as an important channel for reaching Malaysia’s increasingly tech-savvy and affluent consumers.”
Ms Papacosta said the Taste the Wonders of Australia campaign provides a rare chance for Australia’s seafood, meat, horticulture, dairy and wine to be represented in market together under the one Nation brand.
“Through these events, the Australian Food and Wine Collaboration Group offers the opportunity to showcase Australia’s high-quality seafood, developing awareness of our unique products and their compatibility with Malaysian cuisine,” she said.
The Australian Food and Wine Collaboration Group will be in Malaysia on September 29 and 30 to conduct the Taste the Wonders of Australia market activation. The events include export market roundtable discussions with industry and government contacts, food and wine workshops with local food industry representatives, and a Taste the Wonders of Australia Gala Dinner, which showcases the best of Australian food and wine to Malaysian food and trade representatives.
The investment by the Australian Food and Wine Collaboration Group is supported by Agriculture Trade and Market Access Cooperation (ATMAC) grants, with a $500,000 for the first four export market destinations in 2022-24, and a second grant of $600,000 to continue the program for 2025-26.
