Hort Innovation is responsible for investing the custard apple marketing levy into a range of activities to drive awareness and consumption. Here is a quick look at what happened during the year...

In 2025/26, the custard apple marketing program focused on maintaining an active presence with consumers and industry throughout the year by sharing seasonal updates, grower stories, recipe inspiration and relevant content through social media channels.

Insights that drove our thinking  

Custard apples remain a niche fruit, with many people purchasing when they are reminded the fruit is in season or inspired with new ways to enjoy them. Like other emerging fruit categories, there is an ongoing opportunity to build familiarity, encourage purchase consideration and support repeat purchase among existing consumers.

What did the campaign achieve?

• Seasonal updates and community engagement: The Custard Apples Australia Facebook page was used to share regular updates as fruit became available from growing regions around the country. These posts helped keep consumers informed about seasonal availability while also providing industry with visibility of harvest timing and activity taking place across different production regions.
• Showcasing growers and production regions: Grower stories, farm imagery and updates from across Australia were regularly shared throughout the year, providing a connection to the people behind the fruit and highlighting the diversity of growing regions supplying custard apples to market.
• Sharing recipes and relevant content: Recipe ideas and consumer-friendly content were shared to inspire new ways to enjoy custard apples, while relevant industry and horticulture content was amplified where appropriate. Together, these efforts helped maintain an engaged online community and keep custard apples visible throughout the season.