The value of Australia’s agriculture, fisheries and forestry exports to Vietnam in 2021 was A$3.361 billion, with Vietnam being Australia’s second-largest destination for plant-based exports and the seventh-largest rural export market overall. Australian rural exports to Vietnam have realised a compound annual growth of 13.35 per cent over the preceding decade, compared to a growth rate for the overall value of Australian rural exports of 4.90 per cent. This made Vietnam Australia’s fastest-growing rural market over this period.

For the past twelve months, The Australian Industry Hub (AusHub) has supported three Australian industry groups, funded by the Australian Department of Foreign Affairs and Trade (DFAT):

• Summerfruit Australia - launched Australian peaches and nectarines into Vietnam; provided extensive consumer market research; established a supply chain network including distributors and retailers; provided technical education and training for retail best practices; and assisted with market access for plums.

• Wine Australia - created a series of educational activities to promote Australian Wines; recruited Australian Wine Ambassadors to deliver master classes for five-star hotels; created connections with Australian wineries and importers, distributors, retailers and HORECA buyers through various campaigns across the country; localized digital content and created a platform to connect buyers to sellers.

• WoolProducers Australia - contributed to the development of an industry roadmap proving Vietnam’s existing downstream supply chain to be an ideal start for capacity expansion and growth - leading to a new project phase for the Australian Wool industry to develop early-stage processing in Vietnam; forged connections with industry stakeholders through hosting various networking events and exhibitions.

Implementation

• The Australian Industry Hub (AusHub) has successfully completed its first operational phase and is now entering its transition phase into a sustainable program, continuing its mission of enabling Australian products into the Vietnamese market. 

• AusHub now seeks new Australian businesses and industry groups to assist with the recruitment and management of an in-country representative in Vietnam, based in Ho Chi Minh City, as well as the execution of marketing and trade promotion activities.

• The successful Australian entity will enjoy a significant commitment to developing products and services in Vietnam, and have a budget to support not only the salaries (plus 15% administration) of their in-market representatives but also marketing activities for a minimum of twelve months.