The Apple and Pear Strategic Investment Advisory Panel have agreed that there will be limited new marketing this year with a focus on a bigger, more strategic campaign in 2017.
Hort Innovation held its first Apple and Pear Strategic Investment Advisory Panel (SIAP) meeting on 16 May 2016, in Melbourne, which was led by Mark Spees, the Hort Innovation Relationship Manager for Apples and Pears. The following growers and industry representatives were present:
- Barnett Sinclair Hyams, Guevgeli Orchard, NSW
- James Walters, Lenswood Co‐operative, SA
- John Power, Batlow Fruit Co-operative Ltd, NSW
- Kevin Sanders, H&LM Sanders, Vic
- Peter Hall, M J Hall and Sons (Pear grower), Vic
- Phil Pyke, Fruit Growers Tasmania, Tas
- Robert Green, Oakleigh Orchards, SA
- Scott Dunk, N&A Group, NSW
- John Dollisson, Apple and Pear Australia Ltd
The Hort Innovation staff who were present were:
- David Moore – General Manager, R&D, Marketing and Investments
- Mark Spees – Relationship Manager
- Graeme Yardy – Marketing Lead
- Lisa Troy – Marketing Manager
- Sam Lawrence – Trade Manager
- Brenda Kranz – R&D Manager
The meeting’s agenda included:
- An overview of the SIAP process and updates from Hort Innovation.
- The consumer media landscape and trends.
- Apple and pear marketing.
- Trade update on the Australia Fresh program.
- R&D novel technologies.
- The Strategic Investment Plan (SIP) update.
The meeting focused on the apple and pear marketing strategy and plans, and on getting industry advice on Hort Innovation’s work to date so that we can deliver an effective marketing program for the industry.
The group workshopped the key issues facing the industry and discussed a number of ideas that could help to address them.
SIAP members agreed that:
- Hort Innovation will not rush out and invest in and deliver a major new apple marketing campaign in 2016. Instead it will wait to deliver an appropriately well-planned apple marketing strategy with key performance checks in place in 2017.
- After a disappointing apple marketing campaign in 2015, the apple marketing strategy, as presented to SIAP, was on the right track and that they wanted to ensure that the right level of planning was dedicated to delivering it.
- A partnership program, such as with Netball Australia, will be explored.
- Hort Innovation will continue to implement planned apple marketing activities such as events and promotions on Facebook throughout 2016. Hort Innovation will also undertake some new apple marketing trials to help prepare us for the 2017 marketing campaign.
- The planned pear marketing campaign will also continue with the Hailstorm Heroes campaign, Facebook and MyFoodbook. Hort Innovation will also do pear marketing trials to prepare a strong marketing program for the 2017 season.
The next SIAP meeting will review the marketing plans. Hort Innovation’s marketing team will continue to work with industry to seek advice on the new plans.
Additionally on 24 June at the 2016 National Horticulture Convention, a workshop will be conducted with the SIAP along with other key stakeholders from the apple and pear industry, to start the development of the new apple and pear SIP. Regional grower engagement road shows will be conducted by the SIP working group of Hort Innovation, APAL and McKinna et al (who are the business consultants preparing the SIP) in the following months to ensure industry consultation and input.