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.
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