International cherries trade launch event 2023/24 (CY23000)
What is it all about?
This project promotes Australian cherries in Vietnam through season launch events that educate local consumers about the provenance, health benefits and premium nature of the produce.
The launch events complement a more comprehensive retail-focused marketing program developed in Vietnam for the Australian cherry industry as part of the wider Grown in Good Nature program.
Export trade launch event programs are required to support Australian cherries in export markets such as Vietnam, which takes pressure off the domestic market in terms of oversupply of product and industry's ability to obtain a competitive price in the domestic market.
Vietnam is considered by many as the World’s next growth market, and the value of Australia’s total fruit exports is forecasted to surpass $1.4 billion.
These seasons launch events will take place in Vietnam’s most influential cities of Hanoi and Ho Chi Minh City with main objectives to contribute to improving the knowledge, attitude and purchase intent of local consumers and drive volume growth. Industry media and social media influencers will be invited to introduce the variety of Cherries during the Festive season and educate local shoppers about the premium nature of the commodity.
The events have been organised in collaboration with retail partners (Lotte Mart, AEON, Central Retail) as a way to target local consumers and have them try the product in a fun and entertaining environment. Tastings and giveaways are at the centre of this activity to drive sales in stores and increase the awareness of Australian Cherries in a highly competitive environment.
This project continues the work of previous campaigns that drove awareness about Australian produce in Vietnam.
This project is a strategic levy investment in the Hort Innovation Cherry Fund