Building on established relationships from the 2013 Reverse Trade Mission, AUSVEG worked closely with the Australian Trade Commission (Austrade) to select the best candidates to attend the mission. AUSVEG worked with Austrade’s Business Development Managers in each of the identified markets to ensure that the most relevant buyers were identified and invited. The Reverse Trade Mission included a total of 38 participants: 14 delegates from Singapore, 10 delegates from Malaysia, eight delegates from Hong Kong, three delegates from Japan and three delegates from Taiwan/Taipei. These delegates represented different areas of the vegetable supply chain, including catering/hospitality, retailing, wholesaling and fresh produce importing/provedoring. Formal invitations were issued to the delegates on behalf of the Austrade representative in their country. The purpose of the Reverse Trade Mission was to establish direct contact between the Australian vegetable industry and buyers in key export markets. The Mission provided the opportunity for a two way information exchange between the buyer delegates and members of the Australian vegetable industry. Vegetable growers were given the opportunity to meet with and display their produce to these buyers on Friday 20 June at the 2014 AUSVEG National Convention, Trade Show and Awards for Excellence. This Produce Display and the associated Buyers Meetings provided growers with the opportunity to facilitate their own connections and networks, as well as the chance to ask questions and learn more information about the buyers’ home markets. The Reverse Trade Mission also provided a chance for the industry to display the high quality of Australian product achieved through continuous research and development in the industry. Providing these buyers with a better understanding of the Australian vegetable industry will ideally influence future purchasing decisions. The Reverse Trade Mission focused on relationship building between the Austral