Interested in exploring the United States private label marketplace to strengthen your knowledge, capabilities and unlock new global opportunities?

Join Global Victoria and Austrade at PLMA’s 2025 Annual Private Label Trade Show this November.

Applications have now closed.

About the program

Global Victoria, in partnership with Austrade, is inviting export-ready Victorian food and beverage businesses to join a 5-day targeted trade mission program (without taking physical stand space) at PLMA’s 2025 Annual Private Label Trade Show.

Participants in the ‘walkers program’ led by Austrade and Global Victoria is designed for exporters not exhibiting to walk, experience and evaluate the trade show to better understand the industry and the opportunities while establishing networks.

PLMA 2025 ‘Walkers program’ benefits include:

  • Reduced fee entry to PLMA 2025
  • Explore the show floor with in-market government support
  • Retail site visits
  • Networking receptions and educational events with buyers
  • Business matching by Austrade and Global Victoria
  • Use of the Australian Pavilion business lounge for meetings when available. Note you are unable to sell products from this space.

Please note: The ‘walkers program’ does not include physical stand space for companies to exhibit. Don’t miss the opportunity to experience the PLMA trade show and learn how the private label sector operates in the USA.

Please note that this is a competitive expression of interest process. Applications will be subject to an approval process and participation will be at the discretion of Global Victoria and Austrade.  

Before applying, please read the terms and conditions for participation in Global Victoria's trade mission program.

What types of businesses should apply?

Export-ready Victorian businesses from the following food and beverage sectors are encouraged to apply:

  • Horticulture & nuts
  • Packaged foods
  • Wine and spirits
  • Non-alcoholic beverages
  • Dairy
  • Meat

Why you should attend

Don’t miss the opportunity to experience the PLMA trade show and learn how the private label sector operates in the USA.

Entry is at low cost, providing Victorian exporters the opportunity to better understand the private label industry in the United States and to meet with potential private label customers.

Private brands sales in the USA increased four times more than national brands, with private brands increasing 4% in 2024 to a record USD $271 billion, compared to 1% for national brands. According to industry experts, PLMA and Store Brands Magazine, store brands are expected to grow 40% over the next 6 years. Through 2030, private brand sales are expected to grow 6% annually and projected to reach sales of USD $462 billion.

PLMA 2024 set a record with 1,800 exhibitors, 10,000+ products and 13,000 of the industry’s top purchasing professionals of private label products. PLMA buyers are registered buyers who pay to attend the show. Austrade’s Australian Pavilion will be the fourth consecutive showing in 2025 with repeat exhibitors winning business in this highly competitive market.

What's included?

PLMA 2025 ‘Walkers program’ benefits include:

  • Pre-mission trade briefing to support with event logistics and market insights
  • Reduced fee entry to PLMA 2025
  • Explore the show floor with in-market government support
  • Participation in retail site visits
  • Networking receptions and educational events with buyers
  • Business matching best endeavours pre and during the trade show by Austrade and Global Victoria
  • Use of the Australian Pavilion business lounge for meetings when available. Note you are unable to sell products from this space.

What's not included?

Your business travel costs (examples below):

  • Visa
  • Airfares
  • Accommodation
  • Travel insurance
  • Meals outside the program events and functions that are not hosted and/or co-supported by the Victorian Government and Austrade
  • Ground transport outside the program events and functions that are not hosted and/or co-supported by the Victorian Government and Austrade i.e. taxi, uber, etc

Contact us

For more information about this trade mission, get in touch with Peter Hunter, Trade Manager, Food and Fibre Exports

More trade mission opportunities coming soon

We'll be sharing details on additional trade mission programs in the coming weeks, including: