Selling Australian products into Europe: rules, distributors and first steps

Europe is a large, wealthy market with strict rules. Australian products have a strong reputation there, but selling successfully depends on getting the rules right before the first shipment. This guide covers the trade picture, the main product and food rules, customs basics and how to find the right distributor. It is general information: always confirm the requirements for your specific product.

Tariffs today, and after the trade agreement

Australia and the EU concluded a free trade agreement in March 2026. Austrade says that once fully implemented, 98% of the current value of Australia’s goods exports will enter the EU duty-free, and 94.8% of the value of agricultural exports. For some farm products where tariffs are not removed, the agreement creates annual tariff-rate quotas. New Zealand’s Ministry of Foreign Affairs and Trade lists these as including beef, sheep meat, butter, skim milk powder, high-protein whey, sugar and milled rice.

The agreement is not yet in force. Austrade notes that bringing it into force could take up to two years, and MFAT reports that Australia expects entry into force around late 2027. Until then, today’s EU tariffs apply. When it does apply, you will normally need to show that your goods meet the agreement’s rules of origin to claim the lower rates. Check DFAT’s agreement pages for the details for your product.

Know which product rules apply

The EU sets common rules for many product groups. For manufactured goods, a key question is whether your product needs CE marking. According to Your Europe:

• CE marking is only required for products covered by EU rules that specifically mandate it
• with the marking, the manufacturer declares that the product meets EU requirements
• some higher-risk products, such as medical devices and construction products, must be assessed by a notified body, an independent organisation authorised by an EU country
• products that do not need CE marking still fall under general product safety rules

If you sell under your own name, you are treated as the manufacturer, even if someone else makes the product. That brings obligations for technical documentation and conformity.

Food and drink: labelling

Food sold in the EU must follow the Food Information to Consumers Regulation (EU) No 1169/2011. According to the European Commission, it sets clear rules on:

• how allergens are shown in the list of ingredients for prepacked food
• nutrition information for most prepacked processed foods
• origin labelling for fresh meat from pigs, sheep, goats and poultry
• the same labelling requirements whether food is sold online or in a shop

Check the language requirements for each country where you plan to sell, and allow time for translated label versions.

Animal and plant products: the strictest rules

Products of animal origin, such as meat, dairy, seafood and honey, face the most detailed import controls. The European Commission’s import Q&As explain that:

• only goods from countries authorised to export that category to the EU are admitted
• the exporting country must send the Commission its list of approved establishments, which is published in the EU’s TRACES system
• consignments must travel with official certificates issued by the exporting country’s authority
• goods are checked at designated EU Border Control Posts, with documentary, identity and physical checks

Access2Markets adds that food and feed must not contain residues of veterinary medicines, pesticides or contaminants at levels that could threaten health, and that plant products and materials such as wood and soil can be subject to plant health measures. In practice, Australian exporters of animal products need their establishment to be on the relevant EU list, working through the Australian authorities, before the first sale.

Customs basics

To clear goods through EU customs, the business lodging the customs declaration needs an EORI number. The European Commission explains that a business not established in the EU registers in the EU country where it carries out its first customs operation. Each business holds only one EORI number, and it does not expire.

Many Australian exporters avoid handling EU customs themselves at first by selling to an EU importer or distributor who acts as the importer. Others set up an EU company later, once volumes justify it. A customs broker or freight forwarder can explain who should be the importer for your goods and what duties and taxes apply.

Finding the right distributor

A good distributor is often the difference between a listing and real sales. Before you approach anyone, be clear on:

• Your end customer. Retail, food service, industrial buyers or online?
• Your first markets. Start with one or two countries, not the whole EU.
• What you can support. Marketing budget, samples, stock levels and after-sales service.
• Your pricing. Work back from the shelf price, allowing for freight, duties, distributor margin and retailer margin.

When you meet candidates, ask about their current brands, their customers, their reach and how they handle compliance. Trade fairs, trade agency introductions and warm referrals all shorten the path to a first meeting. Put the agreement in writing, with clear terms on territory, exclusivity, targets and termination, and have a lawyer review it.

Back home, Austrade’s Export Market Development Grants (EMDG) support eligible Australian small and medium enterprises with export marketing and promotional activities. At the time of writing, Austrade says no grant rounds are open and that it will announce the next round on its website. Austrade also publishes market guidance through its Go Global Toolkit.

How Mavericks Go helps

Mavericks Go takes companies into new markets: a market briefing and entry plan, introductions to local distributors, buyers and counterparts through Mavericks Connect, trade missions, a presence at the Mavericks editions in Kaunas and Kazakhstan, and support after you land. Every Go deal is screened against EU sanctions.