Australian Avocados Launch in Japan a success!

This month the Australian Avocados 2025 Season was officially launched in Japan at the TRUNK HOTEL in Shibuya-ku, Tokyo! 🥑 🌏

On Friday 1 August this vibrant trade event kicked off with Avocados Australia as host directly engaging with our key Japanese market partners, including importers and retailers. Our special thanks go to Mike Sharp (WA Investment and Trade Commissioner for North East Asia) and Kendall Draper (Austrade) for opening the event and for their kind remarks and support.

The highlights of this highly successful event included:

• Market & industry updates from Flora Zhang (General Manager – Export, Avocados Australia)
• Latest export trends and opportunities for Australian Avocados in Japan, outlining growth potential, key priorities for the season, and the increasing demand for premium avocados among Japanese consumers.
• Post-harvest and quality insights from Jodie Campbell (Senior Principal Horticulturist, QDPI)
• Best practices for post-harvest handling and maintaining fruit quality throughout the supply chain — a critical foundation for ensuring Japanese consumers experience Australian avocados at their best.
• Trade and consumer campaign showcase and learnings from Kaz Shiina (relativ*)
• Highlights from recent in-market activations, including social media influencer partnerships and trade marketing efforts that drove increased visibility and retail excitement for Australian Avocados.
• The curated avocado menu, particularly the Aussie Avocado Tempura and Tiramisu was a crowd favourite — celebrating the versatility of Australian avocados in Japanese cuisine.

The launch helped Avocados Australia’s export team to build on the growing consumer interest received about the season so far and it was an encouraging sign for the year ahead.

The Australian Avocados seasonal launch in Japan was an initiative of the Avocado Market Access and Trade Development Project (2024–2029) (AV23003) that is led by Avocados Australia and funded by Hort Innovation, using the avocado research and development levy, and contributions from the Australian Government. Hort Innovation is the not-for-profit, grower-owned research and development corporation for Australia’s horticulture industry.

This article appears as part of the 15 August 2025 issue of Guacamole, AAL’s enewsletter.

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