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Marketing snapshot - Hortlink 2018, edition 2

Publication date: 30 June 2018

This Hort Innovation Mango Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 2.

Hort Innovation is responsible for investing the mango marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Mango Fund.

In preparation for the next season, Hort Innovation is currently working with industry to develop 2018/19 domestic and export marketing plans – look for details in industry channels and future editions of Hortlink, as they become available.

In the meantime, in this issue of Hortlink we take a quick look back at some of the offshore activities that happened over the past season.

Growing export markets

To support the sustainable growth of the mango industry, Hort Innovation is working with industry to develop key overseas markets. Currently exports account for more than 12 per cent of production. Currently major markets are showing growth, with the total export value of Australian mangoes increasing by more than 50 per cent over the past three years.

Primary activities over the 2017/18 season included the below…

  • In Hong Kong, a promotional campaign was executed in Wellcome Supermarkets from November 15 to December 31, which entailed point of sale material, in-store demonstrations and sales incentives.
  • In Singapore, Australian mangoes featured in a standalone booth on ‘Cold Storage Day’ on October 25. This was followed up with a hands-on half day training session with Cold Storage and Fair Price Finest staff. Following on from that training, from late November 2017 to January 2018, campaigns were implemented at two retailers, with both featuring point of sale material and in-store demonstrations encouraging trial and purchase.
  • In Korea, a campaign to drive awareness and consumer demand for Australian mangoes ran at retail store chain Homeplus from November to December 2017. The marketing mix involved public relations, social media and in-store demonstrations. Australian mangoes also featured at a major consumer food fair called the Café Show.

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