Vietnamese food businesses make strong impression at Fine Food Australia 2026

Participating under the "FOODS OF VIETNAM" pavilion, nine Vietnamese enterprises present deeply processed products with high added value, demonstrating the export growth potential of the country's agricultural and food sector in a market with demanding standards for quality, food safety, and origin traceability.

Fine Food Australia is considered the southern hemisphere’s premier trade event for the food and beverage industry. The annual four-day exhibition draws over 26,000 trade visitors from more than 50 countries, featuring over 950 exhibitors and 115 experts across roughly 70 specialized industry sessions.

Approved under the 2026 National Trade Promotion Program by the Ministry of Industry and Trade, the Vietnamese delegation was organized by the Agricultural Trade Promotion Center under the Ministry of Agriculture and Environment. The nine participating companies represent Vietnam’s key export strengths, ranging from seafood, fruits, pepper, and spices to cashews, baking ingredients, and processed foods.

Apartfrom static displays, Vietnamese firms actively organized live product tastings right at their booths. This hands-on approach allows visitors and prospective partners to directly experience the flavors and quality before entering commercial negotiations.

Luu Thi Lan Phuong, Import-Export Director of Fancy Foods Trading and Production Co., Ltd., noted that on the opening day alone, her booth welcomed a large volume of Australian buyers inquiring about Vietnamese chocolate. She attributed this attraction to unique tropical flavor pairings rarely found in Australia's domestic market, adding that this offers a strong foundation for developing products tailored to local tastes.

For Tien Thinh Group JSC, this marks its third participation at Fine Food Australia. General Director To Thai Thanh observed a clear breakthrough this year, marked by a surge in visitors interested in Vietnamese goods. Tien Thinh focused on promoting specialty processed fruits from the Mekong Delta, such as soft-dried mango, pineapple, soursop, and jackfruit.

With over a decade of export experience to major markets including the US, Europe, Australia, and Asia, Thanh expects the exhibition to serve as a springboard to expand the company’s distribution network in Australia.

Vietnam's processed foods and Individually Quick Frozen (IQF) fruits also drew great interest from local distributors. Henriette de Koning, a veteran Australian food trader, noted high demand for tropical IQF fruits in the market. She is currently reviewing Vietnamese passion fruit, mango, banana, and dragon fruit for potential cooperation, while praising the unique chocolate-coated fruit line.

De Koning added that while Australian consumers like Vietnamese fruits, exporters must satisfy some of the world's strictest technical standards to enter local supply chains. Furthermore, price competitiveness remains a decisive factor amid the escalating global cost of living.

Echoing this view, Australian buyer Linsay Street emphasized that foreign food suppliers must strictly comply with regulations regarding health safety, additives, product quality, and origin traceability. Buyers require full assurance that products contain no banned substances or foreign matter, and that all label information is entirely accurate.

However, despite stringent standards, consumer curiosity and interest still open doors for novel and unique products, Street said.

She expressed particular interest in Vietnamese chocolate-coated fruits, noting that unique flavor combinations offer a distinct appeal. Street affirmed she will readily purchase Vietnamese food products in Australian supermarkets due to their distinct tropical flavors.

Realities from Fine Food Australia 2026 indicate that Vietnamese processed foods face substantial opportunities to penetrate deeper into the Oceanian market. Rich raw material sources combined with improving processing capabilities are creating a clear competitive edge.

Vietnamese enterprises have demonstrated a strategic shift from offering "what they have" to producing "what the market needs." Luu Thi Lan Phuong of Fancy Foods affirmed that following the fair, her company will step up engagement with partners seeking customized products while expanding its product portfolio for upcoming trade shows.

This shows that trade promotion extends beyond securing orders at exhibitions; it offers an opportunity for businesses to directly grasp buyer requirements, thereby adjusting products, packaging, and market entry strategies.

For Australia, meeting these criteria is essential as enterprises must concurrently satisfy requirements on quality, food safety, traceability, and pricing, while serving both as a market barrier and a drive to elevate product value.

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