Understanding barriers of non and light cherry buyers (CY22003)
What was it all about?
In 2023, this project conducted qualitative research into light/lapsed and medium/heavy cherry buyers to understand their key motivations and barriers to purchasing cherries.
The insights will be used to help build a credible positioning territory for future marketing campaigns in order to drive purchase frequency of cherries in future seasons.
This project was a strategic levy investment in the Hort Innovation Cherry Fund