National market development program for the Australian turf industry (TU16002)
What was it all about?
From 2018 to 2022, this investment supported the development of the Australian turf industry and sought to drive an increase in the value of turf.
The project developed valuable information for turf industry stakeholders and created a network of advocates for the many benefits of turf. Whilst a national project with a consistent national message, State turf associations were valuable contributors to project outcomes.
The project assisted growers in developing their skills, knowledge and businesses through a range of extension activities, including training and disseminating market research and R&D findings. It also engaged with the broader industry and key influencers, such as landscape architects and planners, while facilitating collaboration and engagement with and between key industry bodies.
The National Market Development Manager, Jenny Zadro, worked closely with the Australian turf industry communications program (TU16004) project team to develop and share high-quality resources, helpful articles and extension support to sector participants. This included professionally designed videos, factsheets, banners, and marketing material.
A key goal of this investment was the formation of strong advocates for promoting the benefits of natural turf. At the project’s conclusion, it was estimated that more than 4.1 million people were engaged with or influenced by the value and benefits of natural turf – exceeding expectations.
Read articles, information and market development reports that were published regularly in Turf Australia magazine.
Watch these videos that highlight the benefits of natural turf, as well as this video that looks at natural turf versus synthetic grass.
Further information can be found on the Turf Australia website.
This project was a strategic levy investment in the Hort Innovation Turf Fund