The new trade initiative, coordinated by Hort Innovation, will increase horticulture advocate’s presence at trade shows and provide funding for research and development to get farmers ready to export.

The Assistant Minister for Agriculture and Water Resources said the nation’s horticulture industry today made a bold statement about its intent to seize the opportunities global food demand presents.

“Global food demand alone will require a 75 per cent increase in world food production by 2050, compared with 2007 levels,” Minister Ruston said.

“In China, food consumption is projected to more than double between 2009 and 2050. Much of this demand will be for the high-value, high-quality produce Australia is known for,” she said.

“Taste Australia is a new brand that promotes our longstanding reputation for quality produce, the cleanliness of our environment, the desirability of our lifestyle, and the trust that can be placed in our commercial supply chains and biosecurity.”

Australia’s horticulture exports reached record levels of $2.6 billion in 2015–16, and are forecast to continue to increase to $3.3 billion by 2021–22, supported by new and improved market access.