Hort Innovation’s cherry marketing strategy focuses on announcing and amplifying the season across both domestic and export markets, building consumer excitement, greater retailer visibility and trade momentum from the point of season launch.

Consumer insights informing the strategy

Research shows that cherries are well liked, but they are not always top of mind. Only five per cent of consumers plan to buy cherries without prompting, compared with a 15 per cent average for fruit. When prompted, intention rises to 14 per cent and conversion to purchase is strong, showing that visibility and timely reminders can help unlock demand. 

The opportunity is greatest at the start and shoulders of the season. Purchase intention builds from October and peaks in December, then continues into January and February. Outside the Christmas peak, many consumers incorrectly believe cherries are not in season, reinforcing the need to clearly signal availability and encourage more summer occasions. 

What's planned for the domestic market

Centred around a campaign to launch the start of the domestic season, the FY26/27 marketing plan for cherries seeks to unlock demand at the start of the season, while driving excitement among consumers and media, and strong visibility and availability at shelf from day one. It aims to signal the season arrival and boost top-of-mind awareness, while addressing the lack of understanding of the fruit availability and low unprompted purchase intent early season.

Key activities include: 

• Domestic season launch event and public relations amplification, health properties will be used as a compelling PR hook, providing a new news angle to announce the season, while enabling expert endorsement and deeper storytelling.
• Small scale retail campaign, clearly signalling the start of the season and enhancing physical availability at the point of purchase
• Retailer seasons launch events, strengthening retailer engagement and driving visibility when early-season availability is key to driving trial and momentum.
   

Growing demand beyond Australia

The cherry industry is also investing in export marketing initiatives to unlock growth opportunities beyond Australia. As production continues to expand and industry ambitions grow, building sustainable demand in international markets will be critical to supporting profitable returns for growers, diversifying distribution pathways and strengthening the long-term competitiveness of Australian cherries.

Australian cherry exports enter FY26/27 in a strong position, supported by growing demand across Asia and a reputation for delivering premium quality fruit. However, competition is increasing from larger global exporters, particularly Chile, whose scale and year-round presence continue to shape market expectations. In this environment, Australian cherries compete as a smaller-volume, premium offering where provenance, freshness, trust and quality are critical points of differentiation.

Australian cherries can reach many Asian markets within 72 hours of harvest through airfreight, providing a compelling quality advantage that underpins their premium position.

While Australian cherries are already highly regarded across Asia, there remains a significant opportunity to build stronger consumer demand by increasing awareness, strengthening brand preference and reinforcing the attributes that set Australian cherries apart, including freshness, provenance and exceptional eating quality.

Key export activities include:

• Delivery of a comprehensive season launch program across Singapore, Hong Kong, Vietnam, Taiwan and China, bringing together importers, retailers, government representatives, media and industry stakeholders to formally open the season, strengthen trade relationships and generate market momentum. Building on the success of previous programs, FY26/27 will see the addition of Singapore as a new season launch market. These markets account for the majority of Australian cherry exports and remain strategically important to maintaining visibility, relevance and premium positioning.
   
• A cross-market social and influencer campaign leveraging the Australian Cherries Instagram presence as the primary storytelling platform across Australia, Hong Kong, Singapore, Vietnam and Taiwan, supported by RedNote activity targeting Chinese-speaking audiences in China, Hong Kong and Singapore. The campaign will showcase orchard-to-market provenance, grower stories, premium quality, gifting occasions and the limited seasonal availability of Australian cherries through a combination of influencer partnerships and paid amplification.

This integrated approach combines trade engagement and consumer marketing to build demand, strengthen Australia's premium position and support the cherry industry's long-term export growth ambitions.

Supporting investments

A range of investments are underway to deliver the cherry marketing strategy:

• Cherries FY27 Australian Open Concept Development (CY26501)
• FY27 Australian Cherries Domestic Season Launch Campaign – Media Relations (CY26502)
• FY27 Australian Cherries Cross Market Social and Influencer Campaign (CY26504)
• Cherry Mascot and Maintenance (CY26505)