Aussie apples elevate in international markets

Australia’s apple export market has experienced a significant upsurge in the 2023 financial year, with strategic marketing initiatives and robust promotional endeavours leading the charge.  

Spearheaded by the collaborative efforts with WA Farm Direct, the push to bolster Australian apple exports has yielded commendable results, headlined by a remarkable 25 per cent increase in shipments for the Soluna™ apple brand (sold domestically as Bravo®) compared with the previous year. 

The ambitious goal of augmenting the visibility and desirability of Australian apples in international markets has been met with a multi-faceted approach. Emphasising consumer-focused campaigns tailored to specific markets, the concerted efforts aim to elevate brand awareness, foster customer loyalty and substantially contribute to the growth trajectory of the Australian apple industry as a whole. 

Outlined in the Hort Innovation Request for Proposal, the core objectives of co-promotion activities revolved around enhancing awareness, encouraging trials and, ultimately, driving sales of Australian apples.  

Accompanying these objectives were strategies designed to fortify brand recognition, stimulate consumer consideration and instil a preference for Australian-grown produce. Equally pivotal was the emphasis on educating consumers about the unique qualities of Australian apples and facilitating stronger relationships with importers, distributors and retailers across key export markets, as well as expanding existing customer networks. 

The meticulously crafted marketing events and activities underscored the industry’s commitment to fulfilling growth aspirations. Notably, the vision to achieve a 10–20 per cent increase in industry value and volume growth by 2030 served as a guiding beacon. WA Farm Direct’s commendable export of 417 tonnes of Soluna apples in FY23 marked a significant milestone, reflecting a 25 per cent surge on the previous season. 

However, navigating through the dynamic market landscapes posed challenges, prompting adaptability and strategic pivots in export strategies. The initial export volume projections for various markets encountered shifts due to evolving market demands, leading to adjusted plans aimed at optimising opportunities. 

As of 31 October 2023, exports increased a commendable 25 per cent, with shipments slated to continue through November and December. The anticipated overall growth from the 2022 to 2023 season stands at an impressive 40 per cent. 

Several markets, including Indonesia and the Philippines, experienced shifts in marketing allocations, redirecting efforts to accommodate evolving market dynamics. Notably, the redirection of marketing spend to Hong Kong, owing to an expansion in fruit volume, underscores the agility of market strategies. 

The detailed breakdown of export volumes and strategies implemented in key markets – Thailand, Hong Kong, Singapore, Malaysia and Dubai – highlighted tailored approaches to packaging, projected volumes and promotional plans to maximise market penetration. 

Each market witnessed a unique marketing approach tailored to local preferences and retail landscapes, encompassing point-of-sale engagements, product sampling, workshops, high-profile events and robust social media campaigns.  

The extensive promotional campaign in Hong Kong included televised segments, food expos and innovative advertising strategies that resonated strongly with consumers.

For instance, in Hong Kong, partnerships with Top Weal (importer, wholesaler, packer, distributor and marketing services provider) and TVB (Hong Kong’s largest television station) paved the way for an extensive promotional campaign, including televised segments, food expos and innovative advertising strategies that resonated strongly with consumers, resulting in an impressive uptake of Soluna apples. 

Similarly, the insights gleaned from the FY23 season have laid the groundwork for crucial learnings and improvements in future strategies. The transition from Bravo to Soluna marked a pivotal branding shift, accompanied by lessons in prioritising markets, individualising marketing approaches, harnessing social media dynamics and aligning with intricate market protocols. 

As the season progresses and shipments continue, the robust strategies and adaptability showcased in FY23 set a strong foundation for sustained growth, positioning Australian apples as a beacon of quality and desirability in international markets. 

The Australian apple industry’s dedication to innovation, consumer-centricity and adaptability remains pivotal in its quest to further elevate the global footprint of Australian-grown produce. 

This article was first published in the Autumn 2024 edition of AFG.