Western Australia's (WA) citrus industry plans to target Singapore and Malaysia with its exports over the coming season, reports Australia's Farm Weekly.

The move follows a successful trade visit by WA citrus representatives to the two countries in December, and is part of a broader industry plan to expand Western Australia's export markets.

WA Department of Agriculture and Food citrus development officer Nathan Hancock told Farm Weekly that the WA citrus sector was planning to expand markets thanks to strong growth in the local citrus industry.

Prospects in Singapore and Malaysia looked very encouraging, he said.

"Importing, wholesaling and retailing representatives in both Malaysia and Singapore were all very interested, and the State's proximity to these markets could provide WA with a marketing edge," he is quoted as saying.

"Their message was that flavour is more important than size, and sweeter fruit is preferred," Mr Hancock said.

The WA citrus industry plans to form a group of prospective growers and exporters to develop the project over the coming season, the report said.

"Building and maintaining relationships with the key players there will be essential for long-term success," Mr Hancock said. "Strict standards will also be needed to protect the WA citrus reputation." 

Fruit samples will be taken at a follow-up visit. 

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