This Hort Innovation Cherry Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 2.
Hort Innovation is responsible for investing the cherry marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Cherry Fund.
As reported in the last edition of Hortlink, activities for the 2017/18 season ranged from trade seminars and in-store promotions in key export markets – through the new Taste Australia platform – to state-based promo activities in domestic markets involving in-store activities, media engagement, events and more. There was also a new retailer engagement component involving training/mentorship for staff is select Woolworths supermarkets, along with in-store sampling. Head to last Hortlink's marketing summary here to revisit this activity.
Hort Innovation is currently working with industry on a plan of activities for the 2018/19 season. This includes developing new key messaging and positioning for Australian cherries based on new consumer research, and the creation of new campaign assets and content. Look for updates in industry channels, as they become available.
These marketing activities are strategic levy investments in the Hort Innovation Cherry Fund