Horticulture Australia Limited (HAL) is a national research, development and marketing organisation that works in partnership with the horticulture sector to invest in programs that provide benefit to Australian horticulture industries.

HAL developed the AUSTRALIA fresh program to create an easily recognised brand for a broad cross section of Australian fresh fruit and vegetables in key export markets. AUSTRALIA fresh is an umbrella marketing/promotions strategy for Australian fruit and vegetables that was introduced in 1995 to promote Australian fresh produce under the one brand.

AUSTRALIA fresh is utilised by exporters in association with their trading brands, promoting a range of products including apples, pears, citrus, stone fruit, table grape and vegetables and has been adopted by several industries to generically promote their products.

It offers a complete package of promotions, branding and communications, creating a competitive advantage in market produce, getting it on the shelf and keeping shelf space for the optimum timeframe.
The AUSTRALIA fresh program encompasses a broad range of fruit and is able to achieve almost year round exposure in its export markets.