Completed project
Asia Fruit Logistica (AM24001)
Publication date: June 21, 2024
Delivery Partner: Bastion Agency
Asia Fruit Logistica (AFL) 2024 welcomed over 13,000 visitors from more than 70 countries, showcasing innovative products and services from over 760 exhibitors. Australian participation shone under the Grown in Good Nature banner, with the levy-funded Australian Avocados campaign winning the ‘Marketing Campaign of the Year’ award for its impactful efforts across seven countries.
Challenges
Uniting the Australian cohort under the Grown in Good Nature banner presented logistical and organisational challenges. Ensuring equitable opportunities for all participants required precise planning, effective communication, and efficient coordination. Cost concerns, pavilion layout, and resource allocation added complexity, making it essential to balance the needs of smaller exhibitors while maintaining a strong, unified presence for Australian-grown produce.
Response
Feedback was actively sought to refine strategies, including optimising pavilion layouts, enhancing meeting spaces, and improving cost-sharing models. Collaborative efforts streamlined Australian participation, allowing producers to showcase their offerings with greater impact. Special attention was given to resource allocation, communication, and inclusive practices, ensuring smaller companies could participate while elevating the visibility of Australian-grown fruits and vegetables.
Benefit
The event bolstered international exposure for Australian produce, strengthening trade ties and elevating industry reputation. The recognition of the levy-funded Australian avocados' marketing campaign highlighted the country’s innovative marketing strategies, inspiring confidence in Australian exports. Improved logistics and exhibitor support promise a smoother, more inclusive experience in the future, driving greater business opportunities and cementing Australia’s place on the global stage.
This project was funded through Hort Innovation's Frontiers program
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