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Marketing snapshot - Hortlink 2016, spring

Publication date: 30 November 2016

This Hort Innovation Chestnut Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, spring edition.

Based on the positive feedback and success of the chestnut recipe and information brochure produced and delivered in last year’s season, a new brochure containing fresh recipe ideas with chestnuts is being prepared for the new season.

This brochure will be distributed to consumers via independent greengrocers, grower promotions, through industry promotional activities and also circulated via public relations activities.

The content will not only include new ways to create delicious everyday meals with fresh chestnuts, but also educational messaging around chestnut selection, storage and preparation, plus health information.

To promote the chestnut season to media, a pre-season release of the brochure will be delivered to a range of key influencers such as nutritionists and dietitians, food and health editors and writers, hospitality publications, newspapers, food bloggers and food presenters across TV and radio, lifestyle programs and more.

Select media influencers will also be approached with samples and content to influence their communications. The key messages being communicated will be that chestnuts…

  • Are an Australian-grown, seasonal fresh product
  • Have a unique and appealing flavour and texture
  • Have health benefits, different to other nuts
  • Can be cooked and frozen to enjoy any time
  • Can be enjoyed in numerous ways in everyday meals
  • Are great value
  • Are gluten free.

These marketing activities are strategic levy investments in the Hort Innovation Chestnut Fund