Marketing snapshot - Hortlink 2016, winter

This Hort Innovation Dried Grape Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, winter edition.

Marketing activity for the industry continues to focus on the marketing of dried grapes in Europe, including the development of recipes utilising Sunbeam sultanas in Italy to drive usage, purchase and consumption. Trade show activity is another major focus in Italy, with Australian fruit represented by importer Ser Fruit.

In Germany, trade show activity is working to increase demand in the foodservice space via the Internorga trade show.

Consumer marketing across the Poland region is through the well-known Helio brand and centred on raisins, promoting the premium character of Australian Sunmuscats and their ideal usability as a healthy snack and in bakery products. Key messaging focuses on the fleshy texture, natural fruity taste, no use of sulphur, dried on the vine and naturally light colour of the fruit.