The decision follows a review of outcomes from this year’s attendance in Hong Kong, which saw over 14,000 trade visitors and 760 exhibitors from 43 different countries and regions.
AFL is a premier international trade show spanning the entire fresh produce value chain, showcasing innovative products, services and ideas, offering a platform to build new business relationships, engage with top-level contacts and gather strategic market intelligence across the Asian region.
Council and FGV hosted a trade stand and networking event at the expo in partnership with Global Victoria and Summer Fruits Australia.
The delegation led to Hong Kong on September 1 was made up of more than 20 people, including City of Greater Shepparton Mayor Shane Sali, council chief executive Fiona Le Gassick, FGV representatives and local growers.
FGV has obtained a grant to support international export opportunities for industry, which will support an AFL stand with council, which shares the stand with them, in 2026.
Based on the 2025 costs, the estimated cost for council to attend AFL 2026 is $40,368.38, including GST.
Councillor Fern Summer, who moved the motion, said despite the “topical” issue of costs, there has “never been a better time to participate” in AFL, with a new apple trade agreement coming up with China in 2026.
“If you drill down into the outcomes I think most people would be absolutely supportive of the very nominal cost to council for some really great outputs,” she said.
“I’m really excited to see what comes out of this and hopefully that will boost our local economy.”
Cr Steven Threlfall, who seconded the motion, said it was good to see council taking an active role in advocating for the region on the world stage.
Cr Sali said when council went to AFL, it went in collaboration with FGV.
“Not only do they bring the on-ground knowledge, but also that representation,” he said.
“Last year was very well attended ... it’s not all about people that just grow the fruit.
“The growers and the people involved in the industry love having council there.
“Not only does it provide a physical presence, but it really shows support and allows us to engage in a formal capacity.”
Cr Sali said the costs covered the stand at AFL, and travel and accommodation expenses.
He said council did it “as tight as it possibly can” to get the delegation over there.
“We’re really transparent around what we do there,” Cr Sali said.
“There are people that have genuinely got contacts out of our presence there that (we) have forged ... ongoing, exporting relationships with.
“Everyone is there for that purpose ... we maximise it as much as we can.”
