Strategic Marketing Panel enters recruitment phase

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Transformation of the apple and pear industry’s long-term marketing strategy has entered a critical new phase with recruitment commencing for a Strategic Marketing Panel (SMP).

With the backing of growers’, APAL has been working with Hort Innovation since late last year on the best approach for delivering an impactful long-term marketing strategy and annual plan which will bring about:

  • Growth in domestic apple and pear consumption
  • Growth in fresh apple and pear exports.

On this basis, it was agreed that an SMP with deep industry experience and strategic marketing expertise would be best placed to deliver a successful outcome.

“The establishment of the SMP is the direct result of growers’ demands for greater say in the investment of their market levy,” said APAL CEO, Phil Turnbull.

Specifically, the SMP will be tasked with developing the industry’s marketing strategy, allocating funding and overseeing implementation and building stronger relationships between production, retail (both domestic and export) and consumer.

“The purpose of the SMP is not to deliver marketing implementation, but to direct those who do through sound, results driven marketing strategy,” said Turnbull.

The new panel will be made up of Industry, Hort Innovation, APAL and FMCG marketing expertise, and will be charged with ensuring the marketing levy is invested against a sound marketing strategy with measurable KPI’s and clear accountability.

Turnbull believes appointing the right blend of qualifications and expertise will be fundamental to the Panel’s success: “Each member of the SMP will bring their unique experience, skills and network to ensure that the apple and pear industry has a strong marketing strategy, implementation and evaluation plan.”

Expressions of Interest are currently being welcomed from applicants with a range of backgrounds, perspectives and experiences.  To submit an expression of interest, lodge an application via Hort Innovation’s website here before 5pm on 14 June 2019.

About the recruitment process

Hort Innovation have contracted Rimfire Recruitment to manage the recruitment process for the SMP.

Once Rimfire has shortlisted applicants, a structured interview will be conducted by APAL and Hort Innovations and a recommendation made to the Hort Innovation Board for final approval.

If you have any questions on the recruitment process, please contact Dumi Mhlanga, Relationship Manager – Hort Innovation, on 0447 091 186 or via


By |May 15th, 2019|APAL, Branding, Exporting, Industry Issues, Marketing, News|

About the Author:

APAL is an industry representative body and not-for-profit membership organisation that supports Australia’s commercial apple and pear growers.