Hort Innovation is seeking established apple exporters for a new project to drive growth in Australian apple exports through the development and roll out of marketing campaigns in key target markets.
The Pilot marketing activities to drive offshore demand for apples project is the second in a three-year program supporting apple export and is focussed on supporting Australian apple and pear growers and exporters to conduct export marketing.
It will target the top prime prospect and opportunistic markets identified in the Apple & Pear Industry Export Development Strategy 2017-2022 :
Prime Prospect Markets
- Hong Kong
- Europe including but not limited to The Netherlands
Opportunistic Trading Markets
Project partners will be expected to be able to deliver
- Export, distribution and sale of Australian apples in the identified markets
- The development, design and implementation of marketing activity in the identified markets
- Engagement with in-country brand marketers for the development and implementation of
marketing campaigns in identified markets
- Collaborative activity with growers, exporters and other supply chain entities in Australia
- Working with importers, distributors and retailers in identified markets
- Working with brand owners (as applicable)
Applicants will be required to work with in country marketers of branded varieties, as appropriate, in the development of proposals. Hort Innovation also encourages collaboration with other growers exporting to the same market, across all varieties, to ensure that promotion and supply chain opportunities are maximised.
The project is intended to support the expansion of Australian apple exports by demonstrating that commercial opportunities for Australian apple exports exist and developing models that can be successfully adopted by other export ready growers.
Boosting exports is a key industry priority identified in both the Apple & Pear Industry Export Development Strategy and the Apple & Pear Strategic Investment Plan 2017-2021 (SIP) as critical to maintaining grower sustainability at a time when falling per capita domestic consumption and new plantings of higher yielding varieties boosting overall production are combining to put downward pressure on domestic prices.
The Apple & Pear Industry Export Development Strategy set out a goal of exporting ten per cent of apple and pear production by 2027 with a focus on high-value varieties, targeted at niche and neighbouring markets and seasonal opportunities through programmed, ongoing sales contracts managed by collaborative and globally-competitive export supply chains.
The apple marketing program is part of the delivery of the initial five-year strategy which priorities building integrated export chains, investing in brand-based marketing, growing opportunistic trade, developing targeted product strategies for priority markets, establishing prioritized market access plans and improving market intelligence.
It will support a range of export and market development activity over recent years, and complement the Now! In Season retail promotion initiative and Australia Fresh trade shows program. Further support for growers wishing to participate in export will be provided by an apple and pear export readiness project, expressions of interest for which closed earlier this month.
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 here from www.tenders.net (if you are not already a member, it is quick and easy to register on the site to access this information).
The closing date for responses is 5.00 pm (AEDT), Monday, May 28, 2018.