This Hort Innovation Citrus Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 2.
As reported in the last Hortlink, Hort Innovation has continued development of a dedicated marketing and promotion program for citrus in Japan – a key market for activity identified with industry.
In the last week of May, in partnership with Austrade and Citrus Australia, this activity begun and included raising awareness of Australian citrus by engaging Japanese consumers and trade customers through social media channels and a Japanese-language website.
Attendance at trade seminars in Toyko (May 23) and Osaka (May 25) has also allowed the industry to engage market contacts; deliver quality and supply-capability messages; and provide market updates and supply forecasts to importers, retailers and media.
During the season, retail promotions are also supporting sales in Japanese stores, with sampling opportunities as well as catalogue and promotion support involving priority retailers.
Another aim of the Japanese activity is to showcase premium Australian citrus to hotels, restaurants, wholesalers and media – with food service promotions at the Prince Hotels ‘Australia Fair’ in Tokyo and Osaka.
These marketing activities are strategic levy investments in the Hort Innovation Citrus Fund