Q: Australia’s pavilion at FHA-Food & Beverage 2024 was the largest showcase by the country in any F&B trade show. What inspired Australia to return and take on the prestigious role of Partner Country for the 2025 edition?
Australian exporters and the Australian Government, through Austrade, the federal government’s trade and promotion agency, have been supporting FHA-Food & Beverage for many years. Last year’s pavilion was our largest ever, reflecting not only the strong commitment Australian businesses have with FHA but also the increasing importance of the broader Southeast Asian market for Australian Agrifood exports.
In considering our approach for the 2025 FHA event, we reflected on many factors and felt that the time was right for us to ‘step up’. A key driver of the decision was aligning with the Australian Government’s ‘Invested: Australia’s Southeast Asia Economic Strategy to 2040’ – this report highlights the key range of business opportunities on offer for Australian exporters to the region and has developed a series of programs to build our trade relationship with the region. FHA-Food & Beverage is the region’s leading food and beverage trade show, and it is important that Australian businesses feel strengthened in their efforts as they grow their business at FHA.
We also considered the significance of the year – 2025 marks 60 years of diplomatic relations between Australia and Singapore. Serving as Partner Country at FHA-Food & Beverage in this milestone year underscores the depth of our bilateral relationship with Singapore and highlights our broader commitment to the region.
Austrade also recognises the importance of building a long-term sustainable relationship with Informa Markets – there are many impactful trade shows organised by Informa Markets across the globe attended by Australian businesses and advocated by Austrade – Strengthening our collaboration with Informa Markets enhances our ability to support Australian exporters not just in Singapore, but in other key markets worldwide.
Ultimately – we go where our Australian businesses go – and the numbers speak for themselves – our 2025 pavilion will have over 100 Australian businesses exhibiting, and it is vital that Austrade matches their commitment with dedicated support and strategic engagement.
Q: The Australian Pavilion will undoubtedly be a highlight at FHA-Food & Beverage 2025. What exciting and new experiences, products, and innovations can attendees look forward to discovering at this year’s showcase?
Australian agribusiness has a rich history of innovation and product development whilst not sacrificing our premium trusted quality. This year at FHA we will have a dynamic three-day cooking theatre next to the Australian pavilion – where attendees can learn more about production efficiencies, secure supply chain, sustainable packaging and innovation in functional food – and of course, with plenty of samples for tastings.
Australia has a track record of pioneering breakthroughs in food innovation. In previous years we have seen innovation in plant protein, non-alcoholic beverages, new techniques for dairy, quick service meals and even creative new flavour innovations—such as birthday cake-flavoured tea. The ingenuity of Australian producers never ceases to impress, and we continue to be amazed at the ingenuity of Australian producers in coming out with new products, new packaging, improved supply chain possibilities and food preparation techniques that unlock new flavours.
Additionally, this year, the Australian government’s scientific agency – CSIRO – will be joining the pavilion with a host of food technology companies – demonstrating the broad spectrum of cutting-edge technologies used by Australian businesses across the whole supply chain. As farmers, producers, processors and manufacturers all face challenges of climate change, increasing prices, changing consumer demands – technology adaptation and development has been led by Australian firms – and we look forward to this new exciting showcase.
The Australia Pavilion at FHA-Food & Beverage 2024.
Q: With local and international attendees at FHA-Food & Beverage 2025, how is Austrade helping businesses around the world connect with Australian suppliers and explore the unique offerings of Australia’s F&B sector?
Austrade has a global network of offices spread out across 45 countries. In previous years, our team have focused buyer recruitment for the Southeast Asia region – last year attracting over 200 buyers from the region to meet Australian exporters with specific designed programs. This year – we are expanding our buyer recruitment and feel confident that our teams in China, North Asia, South Asia, the Pacific and Middle East will be able expand that buyer recruitment to ensure even more introductions for the Australian businesses present.
Making connections for business is Austrade’s strength and we look forward to showcasing our global network for our Australian producers at FHA-Food & Beverage 2025.
Q: Southeast Asia is a dynamic and fast-growing market for F&B. What key opportunities does Austrade see in this region, and how does FHA-Food & Beverage 2025 serve as a critical platform for Australian businesses to build partnerships and expand into this market?
I mentioned before that the ‘Invested: 2040’ report – is a critical driving strategy for us and as it increases our awareness of the regional market opportunities. Southeast Asia represents some of the fastest growing economies in the world – including Vietnam and Indonesia; the region has a sustainable growing number of consumers moving into the middle class and above; all with increased disposable income. As income levels rise, consumer spending naturally shifts towards higher-quality food and beverage products, healthcare, and education—sectors where Australia is a recognised global leader.
The changing consumer trends to being more health conscious; selecting food that is better for them – high in vitamins, minerals, high protein and free from certain elements; this ongoing consumer shift since the COVID pandemic has benefited the premium trusted food producers of Australia. Whether it be the ingredients or the finished product – Australian food and beverage comes from a natural environment, takes advantage of a reliable trusted supply chain and reaches the highest food standards in the world – giving the consumer confidence that the Australian products they consume is the best for them.
Increased tourism in the region also presents an exciting opportunity for Australian businesses – with more tourists visiting and looking to have the highest possible culinary experience on vacation – Australian beef, seafood, wine, spirits, non-alcoholic beverages, horticulture and premium snacking – all benefit from the increased tourism. We saw this first-hand with several leading hospitality businesses visiting the Australian pavilion last year – and we expect an even greater presence this year.
The Austrade team and booth at FHA-Food & Beverage 2024.
Q: Beyond showcasing products, Austrade is known for fostering trade and collaboration. What are the key goals Austrade hopes to achieve at FHA-Food & Beverage 2025, and how do you envision its impact on Australian exporters and global partners alike?
Our success is aligned to our exhibitors achieving their goals – we aim to work with each Australian business who attends by providing introductions to relevant buyers, updating them on the appropriate market insights from the region and delivering more detailed information on consumer trends as requested. To achieve these objectives – we are fortunate to have Business Development Managers (BDMs) from Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam attending – our BDMs are experienced, knowledgeable and have established networks to help ensure the needs of the Australian attendees can be met and commercial success possible.
Q: To end on a lighter note, if you had to summarize Austrade’s participation at FHA-Food & Beverage 2025 in just five key words, what would they be?
Amazing Delicious Agribusiness – Meaningful Networking.
Chris Morley – Trade and Investment Commissioner, Hanoi
About Austrade
The Australian Trade and Investment Commission (Austrade) helps grow Australia’s prosperity by delivering quality trade and investment services to businesses, accelerates growth in Australia’s tourism sector and promotes Australia’s education to the world. Explore Australia’s agrifood opportunities with Austrade.
