This Hort Innovation Chestnut Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 1.
Hort Innovation invests the chestnut marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Chestnut Fund.
At the time of writing, activities ahead of the 2018 had included the distribution of the industry’s Make everyday meals special with chestnuts recipe brochures. Some 80,000 brochures were distributed to locations including independent greengrocers and wholesale markets, as well as to foodies and to growers. Throughout the season, copies will be put in the hands of consumers at point-of-sale and through grower promotions, public relations (PR) and media activities.
The first phase of the PR campaign was also underway, with a pre-season media release sent out to ensure chestnuts are ‘top of mind’ and increase media awareness and engagement for the 2018 season. The next phase will involve following up on the pre-season release and offering chestnuts to interested media outlets, for use in recipe development, photo shoots and more.
Australian Chestnuts are also set to be represented at the Wandiligong Nut Festival, held on April 28, and the La Fiera Italian festival held in Myrtleford across May 15-20.
These marketing activities are strategic levy investments in the Hort Innovation Chestnut Fund