Taste the Wonders program returns to Seoul to strengthen trade relations

In February, Australia’s premium vegetables, fruit and nuts took centre stage in South Korea as part of the eighth Taste the Wonders of Australia market activation, delivered by the Australian Food and Wine Collaboration Group.

The two-day Taste the Wonders activation in Seoul provided an important platform to strengthen engagement with South Korean importers, food and trade industry representatives, to showcase the quality, safety and reliability of Australia’s premium produce.

The Collaboration Group consists of Hort Innovation along with Wine Australia, Dairy Australia, Meat & Livestock Australia and Seafood Industry Australia, working together as Team Australia under the Nation Brand. Events over the two days include a targeted industry roundtable, hands-on workshops attended by key food and trade representatives, a media conference and the Taste the Wonders of Australia Gala Dinner.

Hort Innovation Head of Industry Service Louise Pavihi said South Korea is an increasingly important market for Australian horticulture producers, and the two-day activation had clear benefits for growers.

“Products like table grapes, citrus, macadamias, potatoes and asparagus are already leading our export growth in South Korea, but we’re also seeing interest in niche vegetables such as fennel and Brussels sprouts,” Ms Pavihi said.

“Being on the ground in Seoul and engaging face-to-face was incredibly important. In markets like South Korea, building trust through personal relationships is a key part of doing business.”

Ms Pavihi said there was a healthy level of curiosity about Australia’s horticulture offering throughout the two days of events and activities.

“The team running the horticulture seminar fielded a lot of thoughtful questions from a full house, which showed genuine interest in what Australia has to offer,” she said.

“Meanwhile, the Taste the Wonders of Australia Gala Dinner was a real showcase of Australian produce. In a full room of food and trade representatives, along with the Ambassador, Mr Jeffrey Robinson, and representatives from DFAT and Austrade, it was a wonderful celebration of the diversity and quality of Australia’s premium produce and wine.

“One of the highlights was seeing Australian horticulture served up in creative ways to suite South Korean cuisine. For example, table grapes featured in cooked dishes – something you don’t see very often – alongside products like macadamias and other premium produce.”

Engaging with emerging and high-value markets across Asia

The South Korea activation was the eighth for the Collaboration Group, following activations in Thailand, Vietnam, Indonesia, Taiwan, Japan, Malaysia and a previous visit to South Korea.  

Over the past four years, the group has met with more than 1,700 government and trade representatives, leveraging the export capability of each sector to drive market access, expand commercial networks and supports long-term growth for Australian producers.  

Dairy Australia Sustainable International Trade Manager Catherine Taylor has attended all eight market activations and says the program has evolved over four years and, while it is adapted for each individual market, the format and objective have remained consistent.

“The Taste the Wonders of Australia program brings together senior leaders and decision-makers from key markets and offers them a uniquely Australian hospitality experience,” Ms Taylor said.

“It’s about building the personal relationships that underpin trade. Those relationships are difficult to develop any other way, and they are incredibly important to long-term success.”

Ms Taylor says the power of this program is having all five organisations in the room working together with government and trade representatives on the ground.

 “You don’t often see this level of collaboration. Many trade events are commodity-focused or brand-focused, whereas this program presents Australia as a unified offering, supported with a sense of connection for customers at a personal, industry and national scale.

“When industry representatives, government, Austrade and DFAT work together, the impact is much greater.”

Ms Taylor said long-term trading partners can’t be taken for granted, and trade relationships must be nurtured.

“Trade is becoming increasingly complex and subject to global shocks. In that environment, strong relationships are even more important.

“Price will always matter, but now more than ever it is the strength of relationships that will ultimately carry trade through challenging times.

“And those relationships need to exist at every level - government to government, industry to industry, and company to company. When those layers work together, they create a powerful and resilient trade partnership.”

Next stop: China

Looking ahead, the next destination for the Collaboration Group is China.

“Given the global trade disruptions we are currently experiencing, and the importance of China to many of Australia’s agricultural sectors, it is a timely moment to strengthen those connections,” Ms Taylor said.

“Australia has a compelling story to tell when it comes to sustainable production, and it is important that we continue to lead the way in demonstrating those credentials internationally.”

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 in 2025-26.