Next stop, Malaysia for Australia’s united food and wine group

One of Australian agriculture’s most comprehensive trade development programs heads to Malaysia in September for the Australian Food and Wine Collaboration Group’s next Tastes the Wonders of Australia market access activation.

It’s the seventh activation for the Collaboration Group, comprising some of Australia’s leading research and development corporations and industry representative groups including Meat & Livestock Australia along with Hort Innovation, Dairy Australia, Wine Australia and Seafood Industry Australia.

Over the past three years, the Collaboration Group has held market activations in Thailand, South Korea, Vietnam, Indonesia, Taiwan and Japan. The Group has met with more than 1,200 food trade and government representatives, leveraging the individual sectors’ export strengths to deepen industry and government networks, advance bilateral trade and improve market access for the Australian food and wine producers.

The next market activation will be held in Kuala Lumpur on September 29 and 30, and coincides with the 70th anniversary of diplomatic relations between Australia and Malaysia. 

Malaysia is Australia’s 11th largest trading partner for Australian agriculture in 2024-25 with exports worth $1.8 billion.

As for red meat, Malaysia is the second largest red meat export market in Southeast Asia by volume, after Indonesia.

Australia exported $119 million worth of beef and $237 million worth of sheep meat to Malaysia in 2024-25.  

As Meat & Livestock Australia’s Regional Manager South East Asia, Valeska said Malaysia is one of Australia’s key trade partners for Australian meat.

“Malaysia is a vital and dynamic market for Australian red meat in Southeast Asia, offering strong opportunities for red meat producers,” Ms Valeska said.

“With Malaysians consuming the highest per capita beef in Southeast Asia and a growing appetite for premium, nutritious protein, Australian beef and lamb are well-positioned to meet this demand.

“Looking ahead, our goal is to deepen trade relationships, expand awareness of our high-quality, halal-certified products, and support Malaysia’s evolving foodservice and retail sectors with consistent, trusted supply."

Ms Valeska said the Australian Food and Wine Collaboration Group provides a powerful platform to showcase the best of Australia’s premium produce.

“Events in Malaysia allow us to connect directly with trade partners, chefs, and consumers, highlighting the provenance, quality, and versatility of Australian red meat,” Ms Valeska said.

The Australian Food and Wine Collaboration Group will be in Malaysia on September 29 and 30 to conduct the Taste the Wonders of Australia market activation.

The events include export market roundtable discussions with industry and government contacts, food and wine workshops with local food industry representatives, and a Taste the Wonders of Australia Gala Dinner, which showcases the best of Australian food and wine to Malaysian food and trade representatives.  

The investment by the Australian Food and Wine Collaboration Group is supported by Agriculture Trade and Market Access Cooperation (ATMAC) grants, with a $500,000 for the first four export market destinations in 2022-24, and a second grant of $600,000 to continue the program for 2025-26.