Arabfields, Nadia Aïssa, Correspondent, Wellington, New Zealand — Australia’s horticulture industry is turning its attention beyond China’s biggest coastal markets as exporters look to capture growing demand for premium imported fruit in the country’s fast-developing inland cities.

A major Australian trade delegation recently completed an eight-day mission covering Kunming, Chongqing, Changsha and Qingdao, bringing together representatives from eight horticultural industries and nine exporters. The visit culminated in a memorandum of understanding with Kunming Haiguangxing Wholesale Market, creating a new potential route for Australian produce into southwest China.

The agreement comes as Australia’s horticultural exports are forecast to reach A$4.7 billion in the 2025/26 financial year, an increase of 8 percent from the previous year. The figure underlines the growing importance of overseas markets for Australian growers, particularly at a time when producers are seeking more diverse destinations for high-value fruit.

Table grapes remain one of the strongest export categories. Australian table grape exports reached A$485.8 million during the 2025/26 season, with China becoming the country’s second-largest destination after Japan and Southeast Asia. For exporters, the opportunity in China is not simply about increasing volumes, but about reaching consumers who are willing to pay for quality, consistency and imported fruit.

That opportunity was visible during the delegation’s visits to wholesale markets and retailers. Exporters met importers and distributors, examined cold-chain facilities and discussed the changing role of wholesale markets, modern retail and e-commerce.

For people working in the industry, those conversations have a practical meaning. Australian growers can face intense competition when selling into established markets, while inland Chinese cities offer the possibility of reaching new customers before those channels become crowded.

Kunming is particularly important. The Haiguangxing market covers 52 hectares and opened in April 2026. Its location gives Australian exporters access not only to Yunnan, but also to wider distribution networks connected with five ASEAN countries. That makes the agreement more than a conventional wholesale partnership, potentially giving Australian fruit a route into a much larger regional market.

The timing also works in Australia’s favour. Australian production is counter-seasonal to China’s domestic fruit supply, with exports typically reaching their strongest position between February and April, when local Chinese availability is lower. This seasonal gap gives Australian growers an opportunity to position premium fruit when consumers and retailers have fewer domestic alternatives.

The mission’s significance was reflected in the range of industries involved. Table grapes, apples and pears, citrus, mangoes, avocados, cherries, berries, summer fruit and dried fruit were all represented. The breadth of the delegation suggests that exporters increasingly see China’s inland markets as a destination for a broad Australian horticultural offer rather than for a single flagship product.

The next test will be whether the relationships established during the mission translate into sustained commercial orders. The industry plans to use the findings from the trip to shape export programs for the 2026/27 season, with further activity expected through Australia’s trade diversification network.

If the current growth rate continues, Australian horticultural exports could move above A$5 billion in the next export cycle. An 8 percent increase applied to the projected A$4.7 billion 2025/26 figure would put exports at roughly A$5.08 billion. That is a projection rather than an official forecast, but it illustrates the scale of the opportunity if new markets begin adding meaningful demand.

China is likely to remain central to that expansion. The combination of rising demand for imported premium fruit, improved cold-chain infrastructure and new distribution channels in inland cities creates favourable conditions for Australian suppliers. The challenge will be converting access into regular business while keeping prices competitive and maintaining the quality standards expected by Chinese consumers.

For exporters who travelled thousands of kilometres to meet buyers and inspect markets, the opportunity is therefore both immediate and long term. The first shipments through new channels will matter, but so will the relationships built along the way.

As Australia enters the next horticultural season, the focus is shifting from whether China remains an important market to where within China the next wave of growth will come from. The latest trade mission suggests that the answer may increasingly be found inland.