Export growth the focus of new trade program

The apple and pear industry is readying itself to respond to emerging export opportunities, with the launch of a new program to guide market access and development over the next three years.

As the apple and pear industry heads into what is expected to be another year of record or near-record Class 1 apple production, a new export program will build on strategies, resources and relationships developed over the last three years to drive critically needed export growth. 

Working within the framework of the existing APAL Trade Strategy, the new Apple and pear trade development and market access program (AP23001), launched in January, will continue a comprehensive program aimed at not only expanding market access, increasing engagement and understanding of trade, export capability and competitiveness, but ensuring the industry is ready to act swiftly if new markets open. 

In recognition of the dynamic and constantly changing trade environment, where market access may be achieved in one market or a new opportunity emerge in another, APAL’s Head of Trade Jenny Van de Meeberg said the latest program was designed to allow industry to quickly respond to emerging opportunity. 

Two new committees – one for apples and one for pears – are being established as part of the new program, made up of growers or exporters with direct export experience to guide annual workplans and activity alongside Hort Innovation and APAL. 

“The long-term outcome is sustainable growth in the industry through export,” Jenny said. “What do we need to do to get there? We need leadership. We need trade literacy across the industry, technical market access, export capability and to identify our export competitiveness. The new project is focused on finding the best ways to deliver on these objectives so we can move towards export being a valuable diversification tool for industry.  

“We’re looking for new and improved market access and then, for the markets where we already have access, what things we can focus on doing to drive export forward.” 

A considerable amount of groundwork has been delivered by earlier projects including: 

• development of the industry 10-year trade strategy setting out key outcomes and activities to achieve them 
• robust market intelligence and analysis to ensure the export strategy is vigorously evidence-based 
• market access planning for market access, risk management, pest and disease management, the provision of technical assistance to relevant government departments, the facilitation of export registration and compliance, technical assistance to support FTA negotiations, and offshore engagement to support market access 
• industry engagement in export and education 
• establishment of the APAL Export Hub containing trade data, market insights, compliance information and export plans. 

Targeted international marketing support for promotions of pears and apples in key markets, using the marketing levy and guided by the Strategic Market Development Panel, has returned positive results.  

In 2023–24 Australia exported 2,562 tonnes of apples and 5,138t of pears, roughly 1 per cent and 6 per cent of fresh production respectively.

Key markets included Thailand, Hong Kong, New Zealand, Canada, Indonesia and Singapore. Apple exports rebounded by 55 per cent in 2024 from a lower level in 2023. Although apple export volumes were still 18 per cent below those in 2022, value in 2024 was 17 per cent higher – a trend in rising unit prices also reflected in pears. 

Jenny said the trend confirmed the view that branded varieties, where quality and marketing are closely managed and can engage premium customers, had a key role to play in growing exports. 

“Australia exported less apples but earned more money,” Jenny said. “By focusing on improving market access to countries willing to import branded varieties that can collect a premium price, the Australian apple and pear industries might be able to export just enough to keep the domestic market in balance.” 

For more information on opportunities, priority markets and how to participate, visit the APAL Export Hub, part of the APAL Member Hub, which is accessible to eligible APAL members. 

https://apal.org.au/member-hub/

This article was first published in the Autumn 2025 edition of AFG.