What does it take to be APAL Marketer of the Year?
Mira Milich receiving her award from Rose Savio, APAL Director for Qld
Finding new and innovative ways to connect growers, retailers and consumers is still the core of Mira Milich’s fresh produce marketing strategy at Divine Fruits.
The 2020 winner of the APAL Awards for Excellence Marketer of the Year category, Mira’s campaigns build relationships and awareness that engage retailers and consumers in the story of fresh produce – even through the challenges of Covid.
“The last campaign I did with a grower, I wasn’t able to bring them to the Brisbane Market because of restrictions and their concern about contracting the virus and bringing it home,” Mira said. “So they asked, ‘Could we launch the product from our farm?’ It was actually a really effective launch, because from the perspective of many Queenslanders, seeing that I’m out at the farm where the fruit is being harvested was invaluable for helping them appreciate the processes involved and how hard the farmers work.”
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Mira’s apple-focused campaigns have previously featured Nicoletti Orchards, giving consumers insights into the harvest season.
Since her win in 2020, Mira’s marketing strategy now includes collaborating with celebrity chefs to drum up excitement for fresh, seasonal produce.
“We’ve managed to showcase the products through restaurants and their menus,” Mira said. “It’s been huge. Celebrity chefs now contact me to say that they’ve seen the social media posts about new produce, and ask me when it will be available. It’s a big plus that Divine Fruits is now recognised across the sector.”
She also works with nutritionists and recipe developers to feature these products and help inspire consumers.
Missy Peacharoo and Mira Milich
Missy Peacharoo is Mira’s new initiative to help kids understand more about where their fresh food comes from – an online presence and costumed guest to get them thinking about all the good things they eat.
“She teaches kids about fruit and veg in a fun, interactive way,” Mira said.
So what kind of person would make a great APAL Marketer or Emerging Marketer of the Year?
“Someone with a passion for the industry, a curiosity to know more about how fresh produce works, and has a little creative twist to what they do,” Mira said.
“My marketing strategies have flourished where I’ve developed different ways of promoting the produce in a fun, colourful way, whether that’s Instagram reels or creative collaborations. And the relationships you can build as a marketer are always important.”
Know someone doing a great job in apple and pear marketing? An inspiring campaign leader or social media success story?
Nominate them for APAL Marketer of the Year or Emerging Marketer of the Year.
