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 controlled variety-programs globally. A combination of Australian provenance, collaborative supply, independent quality control, marketing support and premium branding is the formula we hope will deliver a more profitable result for Australian growers.
The brand itself – Goulburn River Gold® – is about simplicity. A recognisable and attractive logo device has been created and the strapline is uncomplicated – Australia’s Finest Pears. The colours, typeface and layout are based on modern premium design. APAL has begun protecting the brand in priority export markets, and will make it available exclusively to participants in the export program. High quality Packham pears that meet the brand’s standards will be the pear behind the brand.
APAL’s Global Development Director Andrew Hooke and his team are providing services and resources in the development of the strategy. “We acknowledge export markets are not new to Australian pears, but this is the first time there has been real intent from the industry to focus on export and the successful elements required to deliver a profitable program,” Andrew said.
“APAL looks forward to assisting the Goulburn Valley growers to deliver Goulburn River Gold in 2019.”
The Goulburn Valley pear growers’ group was formed late 2017 and is made up of key pear growers. The group meets monthly to plan and discuss global opportunities.
Goulburn River Gold is a trademark of Apple & Pear Australia Limited, and reserved for the exclusive use of licensees.
Enquiries: firstname.lastname@example.org or 03 9329 3511.
Craig Chester, Head of Commercial & Brand Development, APAL t: 03 9329 3511 | e: email@example.com