Hort Innovation's dried grape marketing strategy will focus on building demand and strengthening the premium positioning of Australian dried grapes. With production expected to increase over the coming years, marketing investment will help communicate the quality, provenance and distinctive attributes of Australian product, supporting stronger preference and value for growers.

Consumer insights informing the strategy

Australia has strong foundations for export growth, supported by its reputation for quality, food safety, trusted provenance and reliable supply. As industry production is expected to increase over coming years, exports will play an increasingly important role in creating new sources of demand and supporting long-term industry value. The export opportunity includes building demand in priority international markets where Australian dried grapes can differentiate through quality, provenance, unique varieties and premium positioning.

What's planned 

Investment in FY26/27 will focus on strengthening awareness and preference for Australian dried grapes, supporting market development in priority markets, building relationships with customers and trade partners, and reinforcing Australia's premium export positioning to support future demand, sustainable export growth and greater value for growers.

These activities are funded through the project Dried grapes strategic export marketing three year plan (DG24501).