A trusted and stable trading partner.
Victoria has strong trade, investment and people-to-people links with the U.S. and Canada. We share similar values and strategic interests with both countries.
Global Victoria's expert team of trade specialists led by our Commissioner to the Americas, Nigel Warren, can provide your business with in-market guidance. Connect with our team to learn how we can help your business successfully engage with the U.S. and Canada.
Market snapshot
The U.S. and Canada are highly competitive markets. If you’re an export-ready business considering entering the U.S., it’s essential to offer innovative and clearly differentiated products and services.
It’s also critical to have a well-researched and targeted market entry strategy. Exporters should consider the different regulations, business and consumer preferences that exist across the 50 U.S. States.
Canada, while a smaller market, can also be considered an access point to the U.S. (given the high integration between economies and the United States Mexico Canada Agreement (USMCA).
USA and Canada Insights Winter 2024
Inaugural Trade Mission to Cosmoprof North America
Global Victoria hosted the first-ever Melbourne, Australia Beauty Pavilion at Cosmoprof North America in Las Vegas on 23-25 July.
Customers, buyers and distributors from around the world discovered the latest innovations and trends from Melbourne’s vibrant clean beauty industry showcasing the best in skincare, cosmetics, hair care, and beauty accessories that highlight the creativity and excellence of Australian beauty brands.
The pavilion showcased innovative, clean, and market-ready beauty brands, Botany Essentials, Booby Tape, Australian Glow, MUK Haircare, Etoile and BYS Cosmetics.
With a dedicated Trade Manager for Consumer Products based in New York, Global Victoria has been helping a growing number of Victorian beauty, wellness and personal care companies to expand in the US market.
Sundae Body celebrated the grand launch of its products at 1800 Walmart stores across the US in May. Global Victoria has supported Sundae Body since the beginning of their exporting journey in the US.
Read more about Sundae Body's expansion into the US.
Victorian food and beverage producers on display at the Summer Fancy Food Show in New York
Nine innovative Victorian food and beverage producers Australian Premium Dried Fruits, Hakubaku USA Inc., Health Lab, Lunae Sparkling, Noahs Juices, NON-Beverages, Riccis Bikkies , Sticky Balsamic and Yarra Valley Caviar recently made their mark at the prestigious Summer Fancy Food Show in New York City.
Showcasing the premium quality and diversity of Victoria's food and beverage sector, the delegation presented products from non-alcoholic beverages and specialty foods, to packaged and processed goods, successfully engaging key retailers, importers, and distributors - resulting in promising new business opportunities.
This is the first time Global Victoria has hosted a pavilion at the Summer Fancy Food Show, underscoring our team's commitment to opening new doors in key export markets like North America for our State's food and beverage exporters.
Victoria shines bright at BIO 2024: A record-breaking delegation makes waves in San Diego
Global Victoria once again showcased its dedication to fostering innovation and collaboration on the global stage at BIO 2024 in San Diego. This year marked a historic milestone as Global Victoria led its largest delegation ever, with a remarkable lineup of 82 Victorian companies, institutes, and organisations, along with approximately 125 delegates, making a resounding impact at the world's premier biotechnology conference.
Working in partnership with MTPConnect and other Australian states, the Victorian delegation participated in a series of pre-mission events, networking sessions, business meetings and roundtables. The Victorian Government Networking event featured addresses from HE Professor Margaret Gardner AC, Governor of Victoria, and Commissioner to the Americas, Nigel Warren.
Victoria is a global leader in biotechnology, pharmaceuticals, medical technology, and innovation. The Victorian Government will continue to support the growth of the life sciences ecosystem in Victoria and support Victorian companies to expand in the US and other international markets.
CIM Connect 2024
In May, Global Victoria led a trade mission to CIM Connect 2024 in Vancouver Canada, with more than 550 exhibiting companies from around the globe, showcasing the latest in mining equipment, tools, technology, services, and products. The Melbourne Pavilion showcased 11 Victorian companies that boast a wide variety of METS production technologies and equipment.
Looking ahead
Global Victoria will support Victorian companies attending the following upcoming events in the USA and Canada:
- MINExpo International -participation in this global mining industry event focused on new products and transformative technologies helping to increase productivity and safety in the mining sector (24-26 September)
- Team Australia MedTech Delegation to the US and Canada– companies are invited to join the Australian delegation led by MTPConnect visiting the global medtech hub of Minneapolis and the MedTech Conference (15 - 17 October 2024) in Toronto.
- ANDHealth HLTH US Delegation 2024 expressions of interest are open now to join this Australian trade mission to the HLTH conference (17-23 October)
In partnership with Kinaway and Aboriginal Economic Development, Global Victoria is supporting Victorian companies interested in connecting with the Canadian Aboriginal and Minority Supplier Council (CAMSC) trade mission coming to Australia in August aligned with the Connect 2024 Conference.
Follow our USA and Canada team on LinkedIn
For regular updates on events and insights, follow our Victorian Government Trade and Investment office, USA & Canada LinkedIn
Previous regional insights
Key industries of opportunity for Victorian exporters
Health and Life Sciences
The North American health sector is significant. In 2021, U.S. health care spending was $4.3 trillion, accounting for an 18.3 per cent share of the nation's Gross Domestic Product.
The U.S. is the leading export market for the Victorian medical technologies and pharmaceuticals sector. We're assisting Victorian companies connect to opportunities related to clinical trials, biotechnology and digital health.
With Victoria’s leading bio-medical precincts, clinical trial capabilities, and thriving health and medtech startup ecosystems, we're seeing an increase in the number of partnerships between Victorian and American enterprises.
Food and beverage
The U.S. is Victoria’s largest export market for meat products (valued at over $ 1 billion exports in FY2022-23), and a growing market for Victorian wine.
Approximately half of Victoria’s merchandise exports to Canada are agricultural products (top exports including meat, fruit, nuts, and alcoholic beverages).
The U.S. and Canada offer Victorian food and beverage manufacturers diversification and expansion opportunities across a range of product categories, including specialty, premium and emerging categories, such as native foods and alternative proteins.
Defence
Global Victoria’s defence specialist, based in Washington D.C. is available to assist Victorian companies to connect with key defence industry contacts and trade opportunities in the Americas.
The AUKUS agreement announced in 2021 will build on the long-standing trilateral ties between Australia, the US and the UK and presents exciting opportunities for Victorian defence businesses.
Digital technologies
Digital technologies are a key accelerator and driver of economic growth and recovery. The U.S. is the largest tech market in the world, estimated to be worth approximately US$1.8 trillion in 2022.
In addition to the San Francisco Bay Area, Los Angeles, and New York, emerging tech clusters across North America include Denver, Austin, Miami, Frisco, Raleigh-Durham in the US and Toronto, Vancouver, Ottawa, Montreal and Waterloo in Canada.
Key sub-sectors include Fintech, Sportstech, Edtech, Cybersecurity, plus the application of technologies such as robotics, digitalisation, blockchain and AI across industrial value chains.
Consumer products and eCommerce
The U.S. is the largest consumer market in the world, and eCommerce is booming providing opportunities for Victorian companies looking to sell their products online.
Engaging with social media influencers is increasingly important to succeed in selling online in the U.S., and due to the sheer size of the market, companies should be aware that high volumes of products can be demanded by suppliers and distributors.
The US selective beauty industry generated US$21 Billion is 2021, a 30 per cent increase in dollar sales versus 2020, and 17 per cent growth in the first half of 2022 compared to 2021.
Mining and METS, Infrastructure, Energy and Transportaion
Canada is a global mining leader and many Victorian headquartered mining companies and Victorian METS are active in the region. Our team is also exploring opportunities for Victorian companies related to infrastructure, transportation and energy projects in the US and Canada.
Contact us
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