Why Isn’t Australian Fresh Produce in the Spotlight at the Australian Open?
As the 2025 Australian Open serves up world-class tennis, one can’t help but notice the glaring absence of something quintessentially Australian: fresh produce. While Kia, Rolex, Emirates and even Chinese Baijiu brands like Luzhou Laojiao bask in the limelight, our vibrant and diverse fresh produce industry sits on the sidelines. The Australian Open, a global spectacle featuring players from over 100 countries, attracts millions of viewers worldwide and countless spectators on the ground. Yet, we’re squandering the chance to promote one of Australia’s greatest assets: its exceptional fruits, vegetables and other horticultural and agricultural products.
A Missed Opportunity in a Global Arena
Let’s set the stage: the Australian Open is broadcast to a staggering global audience. In 2023 alone, it reached over 900 million viewers worldwide, with top players drawing international fans. This isn’t just a tennis tournament; it’s a marketing juggernaut, a cultural exchange and an opportunity to showcase the best of Australia to the world.
Yet, what do we see? M&M’s setting up pop-up stores and Aperol Spritz pushing cocktails. Meanwhile, our world-class mangoes, cherries, broccoli and avocados - not to mention countless other fruits, vegetables, nuts and grains - are nowhere to be seen. And let’s not forget other Australian-grown or produced agricultural products like honey, macadamias, olive oil, dairy and meat, which are also deserving of the spotlight.
Contrast this with the Mexican avocado industry’s brilliant marketing campaigns during the Super Bowl in the United States. Their efforts have not only increased domestic consumption but also turned Mexican avocados into a globally recognized and sought-after product. Why aren’t we doing the same with Australian produce and agricultural goods?
Domestic Consumption: A Crisis in the Making
Australia’s fresh produce consumption is dwindling. According to recent studies, fewer Australians are meeting the recommended daily intake of fruits and vegetables. The Australian Open presents a golden opportunity to reverse this trend. With its emphasis on health, fitness and athletic excellence, the tournament aligns perfectly with the message of eating fresh, nutritious and locally grown produce.
Imagine the impact of a unified campaign promoting Australian fruits, vegetables and other products: kiosks serving refreshing mango smoothies, salads made with local greens or chilled stone fruits for spectators. Honey-drizzled macadamia samples or olive oil tastings could add a gourmet touch. Add to that a consistent marketing message - something akin to New Zealand’s “100% Pure New Zealand” - and you’ve got a recipe for success. Potential taglines could include:
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The Case for Collaboration
Here’s the rub: this isn’t a job for a single company seeking short-term gains. It’s a call to action for Australia’s 100+ fresh produce and agricultural industry representatives. A collaborative effort can achieve what individual companies cannot: a united front showcasing the quality, diversity and sustainability of Australian produce and agricultural goods.
The campaign could include:
A Global Stage, Wasted
Looking at the 2025 Australian Open’s sponsorship lineup, it’s clear that brands from all over the world understand the tournament’s value. Emirates, Luzhou Laojiao and even M&M’s are leveraging this platform to reach millions. Meanwhile, Australian agriculture and horticulture - arguably one of the country’s most defining industries - is absent.
It’s a bitter pill to swallow, knowing that the world’s eyes are on us, and we’re failing to showcase what makes Australia truly special. The Australian Open should be more than a showcase of athletic talent; it should be a celebration of Australian excellence, including our incredible fresh produce and agricultural products.
Time to Take Action
If Mexico can turn avocados into a USA Super Bowl sensation - with "Avocados From Mexico" campaigns capturing 95% market share, over 250M pounds consumed annually, record imports (~132K metric tons in 2021), and a 15% sales boost - Australia can transform the Australian Open into a showcase for fresh produce and agricultural products. The timing is perfect, the audience is engaged and the platform is global. Now is the moment for Australia’s agricultural industries to unite, innovate and take center stage. Let’s make sure that when the world tunes into the Australian Open 2026, they experience not only elite tennis but also the finest of Australian agriculture.
Because if we can’t market our mangoes, macadamias and olive oil to the world while they’re watching, what are we even doing?