Farmers and exporters will need to become more adept at telling the background story about their farms and food products if Australia is to get more bang for its export buck in hungry Asia.
Consumers, retailers and restaurants want to know more about the farm of origin, its location, animal welfare credentials and land management attributes when ordering food lines sourced from Australia.
"Consumers certainly want brand Australia - it's a critical selling point. But they also want more," Australian-born food and beverage boss with Singapore's swish Fairmont Hotel, Emmanuel Benardos, said.
"I need to have the backstory message to really sell the product," he told a delegation of farmers and agribusiness bankers in Singapore earlier.
Emmanuel was part of an agribusiness delegation to China last year.