Primary Industries and Fisheries Minister Tim Mulherin said the new campaign follows on from the success of the DPI&F's Asian Markets for Horticulture Initiative.

"Now we are going bigger with a new campaign - the Global Markets Initiative - that will promote a range of producers not just horticulture and it will focus not just on Asia but also Europe, America, the UK and the Middle East," Mr Mulherin said.

Speaking at this year's Blueprint for the Bush Forum in Charters Towers, Mr Mulherin said the new focus would open up further markets to Queensland agriculture.

"Agriculture is the second largest export industry for Queensland, with food and fibre exports valued at around $6.1 billion and growing, thanks to export initiatives such as AMHI," he said.

"We achieved many successes during the three-year program, most notably the first direct shipment of Australian mangoes to China in December last year.

"We also established significant new export business contacts for Queensland producers and conducted breakthrough research on controlling diseases in order to make more of our produce attractive for export markets.

"We want to now help producers expand their opportunities by looking even further afield."

Mr Mulherin said Europe had been identified as a key market due to Queensland's counter-seasonal production.

New technology that is making sea freight of fresh produce a more viable option for exporters, was also a factor in targetting Europe.

"Our advantage is that we have a diverse climate which allows us to supply products world-wide at times when other markets are out of season," he said.

"The core driver of this Blueprint for the Bush initiative is a whole supply chain focus, which enables us to bring all elements together - from in-field development, pest and disease management, market access to eventual export - into one coordinated approach."

The new Global Markets Initiative will take over from AMHI as a key Blueprint for the Bush initiative for the Department of Primary Industries and Fisheries.