Update on Apple and Pear Marketing Levy

December 2019 Update:

Backed by grower demands for an industry-inclusive marketing strategy and structure, the 2019 establishment of a Strategic Marketing Panel (SMP) represents a fundamental shift in the way your marketing levy will be invested in the future.

Meeting for the first time in October, the SMP now comprises APAL, Hort Innovation, as well as industry and FMCG marketing expertise. Selected through a competitive process, Cameron Carter – Seeka Australia, Mitchell McNab – HV McNab & Sons Orchards and Nardia Stacy – Executive Manager, PomeWest, will provide that much needed, next-generational industry input to the SMP.   – Phil Turnbull, CEO, APAL , 10 Dec, 2019.

Dear members,

Following a presentation from Apple and Pear Australia Ltd (APAL) depicting an alternative marketing strategy and structure during October’s stakeholder meeting, APAL has, at the request of industry, engaged Hort Innovation seeking changes to ensure a more effective marketing program.

Hort Innovation and APAL have discussed at length and agree that the ability to develop an impactful, long-term strategy and implement it effectively will be crucial to industry sustainability and profitability.

After three very productive meetings between APAL and Hort Innovation, there is agreement that a capability-based panel, with deep expertise and experience, is best placed to deliver a successful marketing outcome for Industry.

On this basis, APAL and Hort Innovation are working to establish a Strategic Marketing Panel charged with developing a long-term marketing strategy and overseeing its implementation.

The Panel’s role will be to develop the marketing strategy, allocate funding and oversee implementation of the strategy. The Panel, comprised of industry and subject matter experts, will also be tasked with building stronger relationships between production, retail (both domestic and export) and consumer. The principle objectives of the Panel are to grow domestic consumption, build alternative and sustainable markets and improve grower returns.

Hort Innovation and APAL are now working to finalise terms of reference and profile the qualifications, skills and experience required for Panel selection. Getting this right will be fundamental to the success of this new approach.

In the interim, APAL has communicated the view of growers that the current marketing plan not be implemented until a revised strategy can be developed and agreed. However, Hort Innovation have advised there are longer term commitments that need to be honoured but the intent is to minimise uncommitted investment.

Both Hort Innovation and APAL are acutely aware of the timing of the 2019 season and are progressing with this in mind.

Phil Turnbull
CEO, APAL

Matt Brand
CEO, Hort Innovation Australia