This Hort Innovation Citrus Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, winter edition.
With exports currently representing the best return for Australian citrus growers, this year the marketing focus will continue to be on export promotions.
Investment in the Now In Season program is set build on the previous year’s in-market promotional activities. This multi-industry, multi-country campaign promotes Australian produce to priority international markets (China, Japan, The Philippines) as being of premium quality as well as sweet, safe and healthy.
There will be a focus on in-store retailer activities such as merchandising, sampling, point-of-sale material and consumer-focused promotions to drive awareness of Australian citrus and to encourage consumers to taste and purchase it.
International trade shows will also represent a key strategy for boosting the export and consumption of Australian citrus overseas. Australia Fresh (which is the industry export-market-development program for fruits, nuts and vegetables) will be exhibiting at three key international trade shows later this year in Hong Kong, Beijing and Dubai.
In Hong Kong, citrus marketing levies will be invested to showcase and support industry initiatives (such as the National Residual Survey and the Australian Citrus Standards) via the Asia Fruit Logistica (AFL) citrus stand, brochure and collateral.
The China World Fruit & Vegetable Trade Fair (China FVF), a major fresh produce trade show in Beijing, will provide citrus representatives access to key Chinese decision-makers to help maintain and advance Australia’s market-access goals. World of Perishables in Dubai will also allow networking between Australian exporters to Middle Eastern stakeholders.
For the domestic market, a smaller percentage of levy funds has been allocated to maintain support for the juice industry when the season ramps up. The advocacy-focused PR campaign will build on last year’s work.
These marketing activities are strategic levy investments in the Hort Innovation Citrus Fund