Market access, maintenance and development programs (AL17008 and AL19002)

What was it all about? 

From 2019 to 2023, these projects worked together to sustain the growth of the Australian almond industry, by enhancing market access, retaining existing customers, exploring new market opportunities, and solidifying the reputation of Australian almonds in the global market.

The projects operated within the context of long-term support by Hort Innovation for the export market development of the Australian almond industry. It has expanded on the two Hort Innovation projects, Australia Fresh Collaboration Market Development Program - Almonds (AM15007) and Almond Industry Market Development Program – Europe (AL16010), which have supported trade development of the Middle East, India, China, Japan, Indonesia and Europe from 2016 to 2019.

The projects’ success are clearly reflected in the continuous growth of Australian almond export shipments throughout its duration. This positive trend positions the industry well for the future. With the expansion of almond plantings in Australia, the projected production for 2026 is estimated to reach 185,000 tonnes. As a result, there is an ongoing need and expectation for export shipments to grow steadily, aiming to reach 155,000 tonnes.

Although the primary focus of the project was on market access, maintenance, and development, it primarily consisted of two main activities. First, there were international export trade missions and exhibitions aimed at showcasing Australian almonds to potential buyers. Additionally, an export-focused website was developed to facilitate trade. The project was initially scheduled to run from July 2019 to December 2022 but had to be extended due to disruptions caused by the COVID-19 pandemic.

Key achievements from the projects included:

• Export sales of Australian almonds experienced significant growth, increasing from 60,894 tonnes in 2018-19 to 105,490 tonnes in 2022-23. This represents a 73 per cent growth, aligning with Outcome 2 of the Hort Innovation Strategic Investment Plan in creating demand in new, emerging, and existing export markets.
• The projects helped the Australian almond industry exporters work together more effectively to expand their export markets. This collaborative approach promotes joint participation in trade missions and exhibitions by almond growers, processors, and exporters. By doing so, they enhanced the market development potential for Australian Almonds as a trusted brand. Additionally, this collaboration allowed each exporter to pursue their own customer acquisition and business growth opportunities.
• The significant increase in sales during the project further reinforced the strong reputation of Australian almonds as a trusted brand.

The programs disruptions caused by the COVID-19 pandemic required an innovative approach to balancing the immediate needs of the Australian almond industry to achieve the required export shipments with the longer-term needs of the industry to develop its strategic capability to grow markets for its next stage of development.