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Marketing snapshot - Hortlink 2018, edition 1

Publication date: 29 March 2018

This Hort Innovation Table Grape Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 1.

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

International marketing highlight: Japan and South Korea trade seminars

Marketing activities for Australian table grapes kicked off this season with seminars in key export markets Japan and South Korea. These launched the new Taste Australia marketing campaign involving the industry in-market, provided a trade update on the upcoming season, and let key buyers and influencers know why Australian table grapes are so great.

In Japan, the seminars were held on January 23 and 25, in Osaka and Tokyo respectively. Official opening remarks were provided by the Australian Ambassador in Tokyo and Senior Trade Commissioner for Osaka in support of industry.

Jeff Scott, CEO of the Australian Table Grape Association, represented the Australian industry, providing an overview of Australian table grapes and unique selling propositions, as well sharing the marketing campaign in Japan this season.

In total, some 180 Japanese representatives attended both the Osaka and Tokyo events. A post-event survey was conducted, where 155 participants responded with strong positive feedback, with 93 per cent believing the seminars will assist them in future with the sale of Australian table grapes, and 95 per cent wanting the event to be held again in the future. Most respondents also shared that they were either ‘very satisfied’ or ‘satisfied’ with Australian table grapes when compared to other imported table grapes

In South Korea, a seminar was held on January 30 in Seoul, with attendees including 70 industry decision-makers including local fresh produce importers, wholesalers and retailers, as well as media and six Australian exporters.

Amanda Hodges, Senior Trade Commissioner for Seoul, emphasised in the welcome remarks that this year is the fifth year since the Korea-Australia Free Trade Agreement (KAFTA) came into force, and that the tariff on Australian grapes has been fully eliminated for the season.

Feedback from the Australian exporters in attendance was positive, as they met and networked with Korea’s leading fruit traders in one venue. Since the seminar and networking function was organised as a working lunch, it was effective to facilitate business discussion.

With the KAFTA benefit for importing Australian table grapes, there was very positive perception toward the Australian table grape compared to previous years from local seminar attendees. Following the seminar, two major Korean table grape importers departed for Australia to visit Victoria’s table grape growing regions to discuss sourcing table grape exporters.

Domestic marketing campaign

  • The Australian Grapes social media campaign for the year began in January and is continuing across Facebook and Instagram, and is designed to encourage more grocery buyers to purchase Australian table grapes and raise awareness of how table grapes are an easy and delicious snack.

  • The West Australian newspaper publishes Fresh Magazine once a month, and from January to May Australian table grapes are being feature on a half-page to boost awareness of the season and highlight the versatility and ‘snackabilty’ of table grapes.

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