A shipment of fresh produce rejected and destroyed in an overseas market can erase months of work and investment in a matter of days.

For exporters, the losses extend beyond the value of the produce to transport, inspection, destruction costs and, potentially, damaged relationships with international buyers.

This is why the strengthening of the farm coding and traceability system is an important step for the horticulture sector. It should be seen not simply as another regulatory requirement, but as a tool for building confidence in the country’s produce and expanding access to lucrative international markets.

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The value of traceability lies in the information it provides. A buyer should be able to establish where a consignment came from, how it was produced, which agricultural inputs were used, how pests were managed and how the produce was handled before reaching the market.

Such information is increasingly important in international trade, where buyers and regulators are demanding greater assurance on food safety, pesticide residues, phytosanitary standards and production practices.

Farm coding can provide this assurance by linking exported produce to registered farms and creating a record of its journey through the supply chain.

If a problem is detected, exporters and regulators can identify its source and take corrective action instead of treating an entire consignment or supply chain as untraceable.

This is particularly important because standards differ between markets. An agricultural chemical permitted in one destination may be restricted or prohibited in another.

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Knowing the intended market before production begins can therefore help farmers use the right inputs and exporters avoid costly rejections.

Prevention is far cheaper than destruction.

Repeated rejection of consignments can hurt individual businesses and undermine the reputation of the country's horticultural produce.

Conversely, a strong record of compliance can reassure buyers that they can source consistently safe and quality produce.

This will become even more important as exporters pursue markets such as China and India for products including avocado. Securing market access is only the first step. Maintaining it requires producers and exporters to consistently meet the standards demanded by buyers.

The new traceability system can help make that possible.

For buyers, it offers transparency. For exporters, it offers greater control over their supply chains. For farmers, it provides clearer guidance on production requirements. For regulators, it makes enforcement more targeted and effective.

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The system should therefore be implemented as a practical business tool, supported by clear information, accessible testing and efficient record-keeping.

Its success should ultimately be measured by fewer rejected consignments, reduced losses, stronger buyer confidence and access to more markets.

Traceability can turn compliance from a burden into a competitive advantage and help horticulture become a stronger and more reliable source of export earnings.