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Historical document

Subtropical banana industry communications (BA08013)

Key research provider: Green PR
Publication date: July, 2010

This is a final research report from Hort Innovation’s historical archives. Please note that as these reports may date back as far as the 1990s, the content and recommendations within them may be superseded by more recent research.

What was it all about?

The subtropical banana growers represented the majority of growers in Australia, but grow only a small fraction of the crop. With the introduction of the national levy there was a commitment to improve communications among the subtropical growers, who felt that they no longer had a voice in industry and to get more information to them to aid their farming practices and to ensure their longer term viability.

A major element in the industry development project was the appointment of a communications officer to use a variety of communications tools, following an audit of growers and other stakeholders, to reinvigorate communications among subtropical growers. They included:

  • A bi-monthly printed newsletter, mailed to growers and other stakeholders 
  • Alternate bimonthly e-newsletter to the same 
  • The development of a series of fact sheets to encourage best practice in their farming 
  • Dedicated web pages for the subtropical sector
  • Attendance at regional grower meetings
  • Support and promotion of projects such as the National Banana Bunchy Top Project and the Subtropical Market Development Workshops
  • Promotion of media opportunities

A survey was conducted among growers and other stakeholders in May 2010, which revealed that growers were overwhelmingly supportive of the subtropical communications initiatives with particular interest in the information being presented through the newsletter and other materials.
Grower success stories, research and marketing information all rated highly and were cited as topics of continuing interest.

It was recommended that specific subtropical communications be continued and it was noted that it was intended to continue in 2010 and 2011 under the auspices of the Australian Banana Growers Council in a broader communications exercise.

Details

ISBN:
0 7341 2408 2

Funding statement:
This project was funded by Hort Innovation (then Horticulture Australia Limited) with the voluntary financial support of the banana industry.

Copyright:
Copyright © Horticulture Innovation Australia Limited 2010. The Final Research Report (in part or as whole) cannot be reproduced, published, communicated or adapted without the prior written consent of Hort Innovation (except as may be permitted under the Copyright Act 1968 (Cth)).