Australian exporters have launched a marketing campaign to promote Pink Lady apples in Asia.
The Pink Lady, Australia's most popular apple, is now exported across Europe and the UK, with steady sales growth in recent years.
Strong sales from Europe has spurred the decision to push into lucrative Asian markets closer to home.
Apple and Pear Australia Limited (APAL), the licensed owner of the Pink Lady variety, has opened an office in Malaysia to oversee the new campaign.
"This approach provides us with the opportunity to bring some of the money that we otherwise might have spent within the European area to invest in the development of new markets,” said APAL managing director for intellectual property, Garry Langford.
“As an industry, we are actively re-encouraging people to export, he said.
“Clearly it’s a huge opportunity for Australian product to come into South East Asia as well."
Mr Langford says the new investment will encourage bigger export volumes into Asia.
“We feel like we can give some confidence to those in the system that want to ship out of Australia that we have a good mechanism in place.”