Greater Shepparton City Council has reaffirmed its commitment to supporting the region's horticultural industry on the international stage, approving attendance at Asia Fruit Logistica 2025 in Hong Kong. The decision was made at the April Council Meeting following a successful presence at the 2024 event.
The Asia Fruit Logistica trade expo is the premier trade event for fresh produce across the Asia-Pacific, providing a unique opportunity to showcase Greater Shepparton's high-quality produce, connect with global markets, and promote the region as the 'Fruit Capital of Australia'.
In 2024, Council partnered with Fruit Growers Victoria (FGV) to host a trade stand at the event, with representatives including the Mayor, Chief Executive Officer, Council officer, and 21 local growers and industry leaders forming a strong regional delegation.
Mayor, Councillor Shane Sali, said the decision to return to Asia Fruit Logistica in 2025 reinforces Council's commitment to supporting one of the region's most important economic sectors.
"The value of our agricultural output exceeds $729 million annually, and fruit production alone represents nearly half of that," he said.
"Greater Shepparton's presence at Asia Fruit Logistica sends a clear message that we continue to be open for business and ready to grow. It provides our local growers with credibility and connection in a highly competitive international market and supports the ongoing development of trade partnerships across Asia.
"Council is proud to stand with our growers and work side-by-side to strengthen the horticulture industry, attract investment, and raise the profile of our region globally."
Asia Fruit Logistica 2024 delivered tangible outcomes for Greater Shepparton, including increased export trade opportunities, new international connections, and stronger partnerships with government trade bodies. Council was recognised by Global Victoria and the Victorian Government Trade and Investment Department for its proactive international engagement, and its delegation met with Deputy Commissioner – Greater China, Lucy Du, to explore further collaboration.
As a direct result, Greater Shepparton was selected as a key destination in a Global Victoria trade mission held in February 2025, which saw importers from across 10 different Asian countries tour local farms and attend business matching events in Shepparton. This further established the region as a leader in premium fresh produce and opened up new market pathways for growers.
"With new export protocols emerging, particularly in Vietnam for produce like plums, the 2025 expo is set to be another valuable opportunity for Greater Shepparton growers," Cr Sali said.
"Council and Fruit Growers Victoria will again co-host a stand, allowing growers to meet directly with buyers in a professional and credible setting."
The Council delegation for the 2025 event will include the Mayor, Chief Executive Officer (or an Executive representative), and a Council officer, supported by Fruit Growers Victoria, local growers and horticultural businesses.
The Asia Fruit Logistica 2025 delegation aligns with Council's International Engagement Policy and economic development goals, further supporting the region's ambition to be a leading exporter of premium fresh produce.
