A group of 17 international delegates has arrived in regional WA for Australia's first premium food and drink trade mission since the pandemic closed borders in March 2020.
They met with 25 agribusinesses in Denmark on Monday where they were shown products including wagyu beef, truffles, edible saltbush, wine and spirits.
Great Southern Development Commission CEO Natasha Monks said the in-person interaction was all about establishing relationships.
'Back with a bang'
High-end food and drink markets were hit hard by pandemic restrictions and restaurant closures.
Exporters who persisted have relied on videoconferencing and emails to do business internationally.
But most countries have now opened their borders to permit business travellers, which has opened the door to trade missions and new export relationships.
Dubai-based exporter Tony Colley said while Australia hadn't yet missed out on re-establishing its premium exports, it was well behind the US and Europe in allowing in-person trade missions.
"We've been doing business [in person] for about 18 months," he said.
Singaporean food importer Wendy Foo said Australian exporters had come back "really fast", but some international food trade had already shifted.
"We have moved on to some European countries," she said.
"I guess everyone has been able to review, look at their markets."
Selling Australia
Great Southern Truffles director Adam Wilson said the mission was "Christmas come around again".
"These guys certainly have had the best of what Western Australia can offer," he said.
"I think we'll see some good orders out of this trip."
Affordability was rarely mentioned in producers' pitch to the delegates, some of whom made it very clear who their customers were.
"I don't deny, some consumers have a budget, but those who don't have a budget, this is where they want their produce from," Ms Foo said.
"You can never compete with some of the Asian countries on cost. Australia is always a premium product."
Ms Monks said the success of the trip was all about provenance and the producers' storytelling.
Mr Colley said Australian products had never been known for being the cheapest but he didn't think that was going to be an obstacle.
"Australia has a reputation for quality and provenance and safety," he said.
"Play to your strengths."
