Flora Zhang is a regional agricultural trade leader whose journey from Nanning to Kuala Lumpur to Brisbane has given her a unique commercial vantage.
After working in the macadamia and almond industries, Flora is now the General Manager of Export at Avocados Australia.
In this crucial role, Flora draws on her commercial expertise and cultural fluency to position Australia as a leading avocado exporter across Southeast Asia and beyond.
Home away from home Down Under
Flora’s international journey began when she left Nanning, China to study at Monash University in Malaysia. She found herself on a campus where Malay, Indian, Malaysian Chinese, and global students collaborated on various projects.
‘That multicultural environment laid a solid foundation for what I do today,’ she says. ‘Engaging with international stakeholders goes beyond just language skills.’
After graduation, Flora moved to Melbourne to pursue a Master of Business Economics. When she completed her Masters, she was offered 2 roles. One was with Disneyland Shanghai in a corporate position, and the other with a family-owned macadamia farm in Bundaberg, Central Queensland.
She chose ‘the curious path’ and landed in Bundaberg with little knowledge of the city other than it was known as ‘a sugar town.’
To her surprise, she discovered that Bundaberg is the official sister city of her hometown Nanning. Energised by her new role, she lived with a host family and inherited a “Bundy mum” whom she still visits every Christmas.
‘It was my taste of true Australia,’ she says.
A smashing success at Avocados Australia
After working as export manager for almond and macadamia commercial operations, Flora’s admiration for the depth and industry-wide impact that peak industry bodies can generate inspired her to join Avocados Australia in 2021.
When she began, 4% of Australia’s crop reached overseas markets. Her goal was to instil an export mindset across the avocado sector.
Flora and the Avocados Australia team built targeted marketing strategies focused on B2B engagement in Thailand, Malaysia, Singapore, Hong Kong, Japan, the Middle East, and India. Exports now account for nearly 12% of the avocado crop, a nearly 700% increase over 5 years. Read more about Flora’s work at Avocados Australia.
She proudly recalls a pivotal moment that signalled the renaissance of avocado exports into Asia.
‘It was seeing 481 tonnes of Western Australian avocados land in Thailand in the first year of market re-entry. This was proof that our industry’s dedication and commitment could deliver extraordinary results,’ Flora says.
‘They love the creamy, buttery flavour and the high-quality fruit.’
Flora Zhang welcoming Australian avocados to Thailand in 2023.
The influence and purchasing power of Thais who have lived or studied in Australia played a significant role in that success, notes Flora.
‘We’ve seen it in other markets as well,’ she adds. ‘International students bring home their preferences and think positively of our products. They are often quite influential.’
Esther Sun, Austrade’s Trade and Investment Commissioner in Thailand, agrees.
‘Many Thais who have visited or studied in Australia frequently mention that they miss Australian food and wish they could buy it in Thailand,’ she says.
‘Thais enjoy high- quality food and beverages – it’s become an integral part of everyday life. Thais are attracted to Australian food and beverage because they taste great, and are made from natural ingredients in clean, safe environments.’
Another innovation for Avocados Australia was the use of celebrity partnerships. The organisation engaged cricket star Brett Lee as a brand ambassador to engage South Asian communities in India and the Middle East. Learn how Australian avocados are bowling over consumers in India.
Flora also helped secure an ASEAN–Australia Centre grant to pilot culinary activations in Southeast Asian foodservice channels, weaving avocados into local culinary narratives.
Cultural fluency as a strategic advantage
Having lived in Malaysia gives Flora a deep understanding of Southeast Asian business customs. These have proven vital in building trust, navigating diverse stakeholder landscapes and bridging cultures.
Her ongoing learning includes attending regional trade events and street food immersions. Here, she connects with vendors, studies consumer behaviour and refines market strategies across 7 export markets.
‘I like to get close to the food and people … I have a curious mind and just immerse myself in that culture.’
Her advice for new exporters to Asia is simple: ‘Go see and hear things firsthand. Immerse yourself, talk to local teams and lean on Austrade’s experts.’
Instilling an export mindset
The Australian avocado industry has dedicated projects to support supply chain quality monitoring and data-driven optimisation.
Her 2025 agenda includes continuously deepening trade relationships, developing a multi-channel strategy and introducing Australian avocados to more consumers across Southeast Asia and South Asia.
Flora is also committed to initiatives that empower women in agriculture and support next-generation growers.
She enjoys mentoring participants in Austrade’s Go Global programs, instilling a strong export culture, and ensuring every grower, packer and logistics partner embraces a cross-cultural mindset.
‘When you instil an export culture at every level – from the paddock to the boardroom – you create an export ecosystem that supports future-ready innovation.’
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