Strategic levy investment in marketing
For industries with a marketing levy, Hort Innovation invests in industry-specific marketing campaigns across a range of mediums and channels, to ultimately help growers and other industry stakeholders maximise their returns. This happens through Hort Innovation’s individual industry funds.
The role of marketing is to drive demand. To drive demand, we must firstly be considered. To be considered, we must be recalled and to be recalled, we must be memorable and come to mind easily when the moment arises. At this moment of choice, we must be easy to find and buy. This end to end process requires a carefully planned and executed mix of marketing activities designed to influence consumers at the critical moments along their purchase journeys.
For each industry, an Annual Investment Plan is developed in collaboration with industry representatives which uses an evidence-based approach to deciding the optimum mix of activities for the spend available to achieve the individual industry's goals.
We encourage you to learn about the levy system and how this investment process works in the Funding, consulting and investing section of our website.
You can explore just some of our latest marketing news and updates below, while detailed updates on individual industry marketing programs are available in the 'Your investments' section of our grower fund pages.