This Hort Innovation Table Grape Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 2.
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.
As reported in the last edition of Hortlink, the 2017/18 kicked off with export market activities that included trade seminars to engage buyers in the key export markets of Japan and South Korea, as well as in-market activities under the new Taste Australia banner. Domestic activities included print advertising in Fresh Magazine, produced by The West Australian newspaper, and an active social media presence across Facebook and Instagram.
In mid-June, the social media activity came to an end, signalling the conclusion of this season’s campaign. The social content was designed to encourage more grocery buyers to purchase Australian table grapes throughout the season, and to raise awareness of how table grapes are an easy and delicious snack. Serving ideas, recipes and tips all featured heavily, and Australian growers and fresh grapes growing on farms were also showcased to help drive a connection to the Aussie product. Content was also shared by and from popular social media influencers including The Organised Housewife, Stay Strong Mummy and more.
Hort Innovation will now work with industry to develop activities for the next season, with social media anticipated to start up again in December 2018.
The retailer engagement component of the Table Grapes Quality project will also be continuing, with significant progress in developing industry quality standards over the latest season, as well as in liaising with key suppliers to work on an industry strategy together.
These marketing activities are strategic levy investments in the Hort Innovation Table Grape Fund