Marketing

Branded varieties burst into stores

With harvest season well under way, newer varieties are starting to make an appearance in stores. While some start earlier, March is the prime picking month for most varieties, meaning now is the best time to taste an apple you may not have tried before. One such variety is Kanzi, established in 2004 as part [...]

By |March 18th, 2019|Marketing, Value added products|

Aussie Apples marketing update

Boosting consumption starts with engaging the consumer. Hort Innovation’s Apple and Pear Marketing Manager Olivia Grey details key target audiences and the strategies underway to encourage them to buy more apples in 2019. Hort Innovation marketing for Aussie Apples has focused on the Get Your Crunch on message. Welcome to the Aussie Apples [...]

By |March 13th, 2019|Hort Innovation, Marketing|

Positive trends for apple and pear sales

Harvest to Home The latest Nielsen Homescan data for Apples and Pears is now available on the Harvest to Home website, with the data revealing some positive trends for both industries. Apples: The value of apple sales for the 52 weeks ending 1 December 2018 grew by +4.7 per cent compared to the prior year. [...]

By |February 27th, 2019|Hort Innovation, Marketing|

Update on Apple and Pear Marketing Levy

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 [...]

By |December 19th, 2018|Marketing, News|

Research: What consumers want from apples and pears

Consumer research commissioned by APAL on why people buy apples and pears will underpin the development of new industry strategies to grow consumption. Key industry stakeholders concerned at the lack of current consumer behaviour data tasked APAL in 2017 with commissioning a robust study into why people buy apples and pears. APAL engaged Melbourne-based research [...]

By |October 21st, 2018|Marketing|

Introducing Goulburn River Gold® pears

To build on export opportunities to Asia and other priority markets, APAL is assisting the Goulburn Valley pear growers’ group in developing a brand to be used exclusively by program participants. The brand will be used to deliver a high-quality Australian pear to retailers and consumers. It borrows some of the best elements of successful [...]

By |October 21st, 2018|Marketing, News, Pears|

Pears attract strong buyer interest at Asia Fruit Logistica

The launch of a new premium-pear brand Goulburn River Gold® and blush pear Fránk™ at Asia Fruit Logistica in Hong Kong in September attracted strong interest from international buyers. Australian exhibitors reported a string of trade enquiries for the blush pear ANP-0131 that was bred at the Agriculture Victoria’s Tatura-based Australian National Pear Breeding Program. [...]

By |October 21st, 2018|Exporting, Marketing, News, Pears|

Pathways to boosting apple and pear consumption

There are many paths to increasing apple and pear consumption – the ultimate target of levy-funded marketing activities. Hort Innovation’s Olivia Grey shares an update of targeted marketing activities part of the 2018 marketing campaign for apples and pears. Apples advertising wrapping up Most of the above-the-line advertising – advertising that targets a broad range [...]

Jeftomson brings new Dazzle apple to Australia

Trial plantings of the PremA129 trees by Jeftomson in the Goulburn Valley produced high-coloured, firm, sweet apples, to be marketed as Dazzle®. Goulburn Valley grower, packer and marketer Jeftomson will manage the new Dazzle® apple in Australia, in its first foray into managed-varieties. The New Zealand-bred PremA129 variety, fruit from which will be [...]

By |September 19th, 2018|Branding, Marketing, News|

Influencing and inspiring apple consumption

Hort Innovation has partnered with three influential nutritionists and health and food bloggers to help inspire the greater use of and purchase of apples across their wide audience of followers. Working with health and food social ‘influencers’ – people with a high profile who write, talk or otherwise communicate, particularly across social media – extends [...]