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Co-promotion activities for Australian apples or pears in key export markets

Export & Market Access

Attention apple and pear exporters!

Hort Innovation is seeking a suitably qualified, experienced and capable delivery partner for the project: International Apples Co-Promotion – FY24 (AP23505) and International Pears Co-Promotion – FY24 (PA23502).

This involves the implementation of marketing and promotional activities for Australian apples or pears in key export markets.

Co-promotion activities are market programs that Hort innovation will co-invest with industry stakeholders such as growers and exporters. The purpose is to share activity costs, allowing the successful service provider to deliver greater outcomes. This style of program is more supportive to branded varieties.

The campaign will create customer loyalty, consumer preference, sustainable brand awareness and create value back through the supply chain for growers, and must be inclusive rather than exclusive (e.g. not team or individual but a program that will benefit the consumer, customer, and industry as a whole).

Key objectives of co-promotion activities include:

  • Driving awareness, trial, and overall sales of Australian apples or pears.
  • Building brand awareness, consideration, and preference for Australian apples or pears.
  • Educating consumers on Australian apples or pears.
  • Building customer (importer, distributors, and retailer) relationships across key export markets.
  • Expanding existing customer relationships.
  • Marketing event or activity is to demonstrate benefits against delivery to industry growth drivers and objectives, for example, driving value and volume growth in key export markets for the industry by 10-20% by 2030.

Hort Innovation has prepared a Request for Proposal (RFP) document that provides background information, outlines the scope of services, the procurement process and the information required from interested parties.

The RFP may be downloaded from (you will need to be a member of to access this information).

AP23505 –
PA23502 –

The closing date for responses is 15 December, 2023, 3:00 PM (AEDT)


For further information, please contact APAL’s Head of Trade, Jenny Van de Meeberg:
[email protected] | +61 410 536 269.

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