Hort Innovation's table grape marketing strategy focuses on building a stronger competitive value proposition for Australian table grapes at home and overseas. 

Domestically, the program is designed to increase awareness, improve understanding of varieties and versatility, and encourage more Australians to choose grapes as a convenient, healthy and delicious snack. 

Internationally, activity combines trade engagement with retail-first consumer marketing to build retailer commitment, encourage trial and strengthen demand for Australian table grapes in priority export markets. 

Consumer insights informing the strategy

Research shows Australian table grapes have strong consumer appeal, being widely recognised as healthy, delicious and easy to eat. However, purchase intent remains relatively low unless consumers are prompted, highlighting an opportunity to improve awareness and keep Australian grapes front-of-mind during the season. 

The industry also identified opportunities to strengthen consumer understanding of Australian table grapes by increasing awareness of different grape varieties, demonstrating their versatility beyond fresh snacking and building stronger connections between consumers and Australian growers. These areas were identified as important foundations for future category growth and long-term brand development. 

What's planned for the domestic market

The domestic marketing program builds on the foundations established through the first industry-led consumer-facing campaign. The strategy focuses on increasing awareness of Australian table grapes, educating consumers about varieties and usage occasions, and creating long-term marketing assets that can support the industry for years to come.

Key activities include: 

• Influencer and storytelling content, leveraging creator partnerships and consumer-friendly content to increase engagement and encourage discovery. The 2026 campaign generated more than 250,000 paid and organic views and over 10,000 content interactions.
• Grower and industry storytelling, building stronger connections between consumers and Australian grape growers while increasing awareness of the Australian table grape industry.
• Varietal education content, helping consumers better understand the range of Australian table grapes available and encouraging trial across different grape varieties.
• Versatility and recipe content, showcasing grapes beyond the fruit bowl and inspiring consumption across a wider range of occasions. This includes the continued development of an evergreen recipe library that can support future campaigns.
• Development of long-term consumer marketing assets, including a dedicated consumer Instagram platform, recipe content and industry storytelling resources that can continue to support domestic and export marketing programs into the future.

Growing demand beyond Australia

Exports remain the primary focus of the Australian table grape industry, accounting for the majority of production and playing a critical role in industry profitability and growth. The international marketing program is designed to strengthen retailer and importer relationships, build consumer demand and improve sell-through in key export markets through a combination of trade engagement, retail activation and consumer marketing.

In 2026, the program was delivered across seven export markets, activating more than 450 retail stores, generating over 1,400 sampling sessions, securing more than 230 media placements, and reaching approximately 3.1 million consumers through digital activity. 

The program reinforced a key learning observed across multiple markets: when consumers taste Australian grapes, they buy them. In-store sampling proved to be the most consistent and effective driver of sales growth across participating markets.

Key export activities include:

• Support for Japan – a retail-first activation across 131 stores and 20 retail chains, featuring more than 51,000 product tastings. Australia became Japan's number one imported grape source during the 2026 season, while campaign activity helped drive a 216 per cent increase in day-of retail sales compared with the previous year. 
   
• Support for South Korea - trade engagement, retail sampling and retailer relationship building across four retail chains and 75 stores. The program generated sales increases ranging from 145 per cent to 815 per cent, while also helping secure a new retail partnership with Costco Korea. 
   
• Support for the Philippines - season launch events, public relations, retail sampling and a new pilot trade education program. The season launch generated 39 media placements, while in-store sampling and retail support expanded participation among key retail partners. The trade education pilot has subsequently been identified as a model for future expansion into additional markets. 
   
• Support for Vietnam - retail promotions, sampling activity, merchandising and key opinion leader (KOL) partnerships across leading retailers. The campaign exceeded display targets, generated strong influencer engagement and contributed to a 64 per cent increase in retail sales across participating retail networks. 
   
• Support for Indonesia - a highly integrated digital and retail activation combining influencer marketing, retail sampling, merchandising and shopper engagement initiatives. The campaign generated more than 2.6 million digital impressions, while activations across retailers delivered more than 14 tonnes of sales within participating stores. 
   
• Support for Thailand - the broadest retail footprint of any export market, including wholesale trade engagement, in-store promotions, retail media support and sampling. The campaign reached more than 200 stores across multiple retail banners and generated strong retailer sales outcomes.
   
• Support for New Zealand - a retailer-led program supported by detailed shopper analytics. The campaign generated more than AUD $2 million in sales, reached over 170,000 customers and delivered an 88 per cent increase in average weekly sales. The market also provided the program's richest source of shopper and loyalty data, helping guide future investment decision.

Supporting investments

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

•    Table Grapes Export Marketing Program (FY25 – FY30) (TG24501)
•    Table Grape FY26 Domestic Marketing Program (TG25501)