Highlights from the 2024/25 persimmon marketing campaign

Marketing update

Publication date: October 22, 2025

In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers. 

Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit and vegetables. 

Key highlights for the persimmon marketing campaign include:   

During the last persimmon season, an ‘active sampling’ campaign launched. 500  trialists were recruited to purchase persimmons and share insights on consumption and purchase behaviour. Insights revealed that many consumers are new to the fruit, however, once sampled 46% of trialists purchased persimmons again.

In-store sampling sessions also ran in Woolworths. Over 16,000 samples were given to shoppers. Many commented on their surprise and delight at trying the fruit for the first time.

Sales data shows there was a huge uplift when sampling activity ran. In NSW there was a 137% increase in sales of persimmons whereas in VIC, there was a 342% uplift.

To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.

This project was a strategic marketing levy investment in the Hort Innovation Persimmon Fund