Valuing the sustainability story of the Australian vegetable and onion industries (MT24003)

What was it all about?

This project strengthened the Australian vegetable and onion industries’ ability to communicate their sustainability story. The research confirmed that the industries are highly trusted by the community and already perform strongly across environmental, social and economic areas. The project brought this evidence together into a practical framework and communication approach that industry can use to present a consistent, credible sustainability narrative.

The project reviewed existing sustainability data using the Australian‑grown Horticulture Sustainability Framework and assessed how well current information supports industry storytelling. It combined a sector‑wide data scan with in‑depth research involving growers, retailers, government, researchers and consumers. Consumer surveys and focus groups tested which sustainability messages matter most and how people prefer to receive them.

The project addressed a key challenge for growers and industry: sustainability practices are widespread, but evidence and messaging are fragmented and often used only for compliance. Without a clear, industry‑led narrative, there is a risk of losing control of the story as expectations from retailers, regulators, markets and financiers increase.

The outcomes will support growers and industry bodies to better use existing data, defend market access, and respond to future sustainability requirements. Over time, this approach will help protect trust, reduce duplication, and position the vegetable and onion industries as leaders in sustainable food production.