News
Value drives demand: Hort Innovation Impact Update
Publication date: August 5, 2026
L-R: Deborah Beverly (Hort Innovation), Karen Brock (Brocklands Nursery), Mark Pullin (VEG Education), Michael Waring (Nuts For Life), Kathryn Young (Hort Innovation)Australian horticulture plays an essential role in the health, wellbeing and lifestyles of Australians. Yet consumption of fresh produce continues to fall short of recommended levels. This presents both a public health challenge and an opportunity to strengthen demand, support grower returns and build confidence across our horticulture markets.
At this year’s Impact Update, industry leaders explored how increasing consumption is a shared responsibility and how education, marketing and long-term investment can work in tandem to encourage consumers to introduce more greenlife, fruit, vegetables, and nuts into their lives.
A key theme of the discussion was that value extends beyond price - helping consumers see fresh produce and greenlife as essential parts of daily life, with convenience, quality, taste and trust in Australian-grown products shaping the purchasing pipeline. It also highlighted the broader value horticulture delivers to communities, including examples such as green spaces supporting healthier lifestyles, improved wellbeing and more enjoyable environments.
Watch the full session:
Key takeaways
Demand growth is not achieved overnight. It requires sustained investment, strong industry collaboration, and meaningful consumer engagement. By bringing consumers into the story of horticulture, strengthening the connection between their lives and the industry, we can build demand, support grower profitability, and create more resilient markets for the future.
See more Impact Update sessions here:
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