As demand for premium imported food continues to grow across Southeast Asia, Australian exporters are under increasing pressure to prove not only where their products come from, but why consumers should trust them. A major research initiative led by Griffith University is helping answer that challenge through a large-scale traceability project focused on trade between Australia and Vietnam.
The Department of Agriculture, Fisheries and Forestry (DAFF)-funded project, Evaluation and resource development to advance Australian agriculture export traceability: A study of seafood and horticulture trade with Vietnam, has now entered its final phase following the successful completion of its three major research components: national consumer survey and auction experiment and the Pilot Demonstration Study studying traceability of Australian fresh fish and horticulture in a real time supply chain context.
Led by Robin Roberts, Principal Investigator and member of the Griffith Asia Institute, the project has brought together researchers, retailers and technology specialists to evaluate how traceability systems operate in real-world supply chains and influence consumer trust, engagement and purchasing behaviour.
Valued at $320,000 and running from 2024 to 2026, the study forms part of DAFF’s broader $3.9 million national initiative aimed at strengthening agricultural traceability and credentials across Southeast Asia. The Griffith-led research has focused specifically on high-value exports to Vietnam, including Murray Cod and premium horticultural products such as nectarines and cherries.
At the centre of the project is a simple question: can traceability strengthen Australia’s premium food export trade volumes to Vietnam?
According to Associate Professor Roberts, the answer is yes — but only if consumers understand what the technology is showing them.
“The project began with recognition that product authenticity is a global issue,” she explained. “It has focused on how data-enabled, evidence-based traceability can strengthen trust and support Australian agricultural export development in Vietnam.”
Vietnam’s rapidly expanding middle class has created strong demand for premium imported produce positioned as safe, authentic and high quality. Australia already enjoys a positive reputation in the region, but the research explored whether traceability could further reinforce that premium positioning.
The project involved interviews with Vietnamese retailers and consumers, alongside partnerships with premium retailers including Annam Gourmet and Klever Fruits. Researchers also conducted four major studies, including a national online survey of 1,500 consumers and an auction experiment designed to measure willingness to pay for traceable products.
The traceability system itself was highly detailed. Australian growers, freight operators and Vietnamese retailers uploaded supply chain information into dynamic QR codes that consumers could scan in-store. The system allowed shoppers to see when fruit was packed, when it was transported to Vietnam and when it arrived on retail shelves.
Yet one of the project’s most important findings was that technology alone does not automatically create consumer trust.
“What we found was that simply saying ‘scan here to find out where your fruit is from’ doesn’t cut it,” Associate Professor Roberts said. “QR codes alone are not enough.”
Instead, the research revealed a gap between supply-chain investment and consumer understanding. When consumers were actively guided through how and why to use the traceability system, engagement and trust increased significantly.
The auction experiments showed consumers were willing to pay a premium for products when traceability information was clearly explained and verified at the point of purchase. Retailer reputation, visible quality and country of origin remained key drivers of trust, but traceability strengthened those perceptions when presented in a meaningful way.
The project has also highlighted the importance of collaboration across academia, industry and government. Partners have included Flinders University, TraceVerified, Beak Analytics, Aquna Sustainable Murray Cod, Cherry Hill Orchards and Montague Farms.
As final analysis and reporting now get underway, the project is expected to deliver important insights for Australian producers, exporters and policymakers seeking to strengthen trade relationships in Southeast Asia’s premium food markets.
For Griffith Asia Institute, the initiative demonstrates the growing role of applied research in solving practical international trade challenges. By combining technical innovation with consumer behaviour insights, the project is helping build more transparent, trusted and resilient agricultural supply chains between Australia and Vietnam.
