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Marketing snapshot - October 2018

Publication date: 2 May 2019

Hort Innovation is responsible for investing the dried grape marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Dried Grape Fund. Here’s a look at some of the most recent activity…

Domestic Marketing

PR and Content Creation

  • Sydney based agency, Magnum and Co, has been awarded a 12-month project to conduct public relations and create marketing content for the Australian dried grape industry. The objective is to drive awareness and strengthen the Australian dried grape story and to build relevance in the minds of both domestic and international The PR campaign will begin this month with an ambassador and support from multiple influencers which will run until May 2019.

Export Marketing

Value-add opportunity

  • In June, a value-add opportunity arose free of charge with Taste Australia collaborators; Meat & Livestock Australia, Dairy Australia and Wine Australia. Held at the Four Seasons hotel in Shanghai, the seminar and dinner aimed to discuss trends and trading opportunities within a premium food offering. A dinner was held the Australian embassy the night before the seminars, and product was featured in the meal as well as during the product display and breakout sessions. Chef Tim Hollands used the following in displays and the menu offering: currants, sunmuscats, sunbeam sultanas, flameseedless clusters and sunmuscat clusters.

Trade Promotional Events

  • Dried Fruits Australia have been leading the trade promotional events project. The last edition of Hortlink provided an overview of promotional trade activity so far this year including Food & Hotel Asia 2018, Singapore and maintaining relationships with Boesch Boden Spies (BBS) in Germany who advertise dried grapes throughout traditional markets of Europe.

  • There was also presence for Australian dried grapes at the 2018 International Seedless Dried Grape Conference held in London during October, where marketing was to be a key topic for discussion. Further details on this event will be released in the next marketing update.

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