Consider private-label manufacturing
Private-label manufacturing could be a great way for Australian food and beverage producers to enter the European market. In Europe, these products occupy a large and varied part of the grocery market, spanning everyday staples through to premium ranges.
‘Rather than entering the market with an unfamiliar Australian brand, you can talk to retailers and manufacture the same product under the retailer’s own brand,’ says Genevieve Leary, a Senior Business Development Manager based in London. ‘That can be a good way of building your presence in market.’
The opportunity is particularly significant in markets such as the UK and the Netherlands, where major retailers have strong identities and invest heavily in their own product ranges. For Australian producers, private label can provide access to established distribution channels and customers. It’s also a way to prove demand before investing in building a consumer brand from the ground up.
Look for the right market for your product
Getting the right market fit is essential. Europe, for example, offers considerable potential, but there is no single “European consumer.” Customer expectations, retail structures, regulations and product demand vary significantly between countries.
That means looking beyond whether a product is export-ready and asking where it is most likely to succeed. A product suited to Germany may require a different proposition, partner or route to market in the UK, the Netherlands or the Nordic countries.
‘Entering Europe means having a longer plan – it is not a plan for tomorrow,’ says Frankfurt-based Senior Business Development Manager Agribusiness Sandra Willer. ‘The better you prepare, the better you can enter the market and be ready to deliver.’
The value of government and industry working together
The Accessing New Markets Initiative brings Austrade and industry together to help guide export diversification activities and priorities. This industry-led approach pairs Austrade’s market expertise with on-the-ground sector knowledge to help businesses pursue new opportunities with confidence.
Supporting their members to diversify is a priority for TDN members.
‘Farmers are continually managing risk,’ says Su McCluskey, Australian Agriculture Trade Diversification Representative for the National Farmers’ Federation.
‘Diversification helps spread risk and provides exporters with more options when market conditions change. If a disruption occurs in one market, businesses that have diversified are better positioned to pivot and pursue opportunities elsewhere.’
ANMI support for large-scale trade shows like Fine Food Australia is appreciated by industry bodies and their members.
‘For our industry, which is still relatively new to exporting, events of this scale lower the barriers to participation and helps businesses take their first steps into international markets,’ says Australian Distillers Association CEO Kylie Lethbridge. ‘These shows provide valuable exposure, connections and learning opportunities, and we're fortunate to participate through our partnership with Austrade.’
‘We had several businesses either exhibiting or visiting the event, and many are doing both,’ says Australian Organic’s Jackie Brian. ‘One of Fine Food’s biggest benefits is connection. It brings businesses together, helps build relationships and creates opportunities across the industry.’
‘Fine Food Australia provided our members with excellent networking and business connection opportunities,’ agrees Chloe Hennessy, Manager of Health, Trade and Regulatory Affairs at the Australian Food and Grocery Council. ‘It’s also provided valuable market insights that can help them explore and diversify their export markets.’
‘There is nothing better than being able to bring people together in person and see firsthand how exporters and importers interact across different markets,’ adds McCluskey. ‘Events like this help create connections and open doors for new opportunities.’
‘The support provided by the Federal Government and Austrade to facilitate business development, exporter engagement and international connections is significant,’ concludes Lethbridge. ‘It’s not something any one industry could easily do on its own.’