Completed project
International cherries launch events – FY25 (CY24001)
Publication date: December 17, 2024
Delivery Partner: Bastion Amplify
© 2026 Horticulture Innovation Australia Limited.
The Australian cherries launch events program aimed to promote Australian Cherries in key Asian markets. Through a series of launch events in cities like Ho Chi Minh City, Guangzhou, Hong Kong, and Taiwan, the program introduced Australian cherries to distributors, retailers, and media. The events focused on showcasing the high quality, freshness, and exceptional taste of Australian cherries, thereby boosting demand and enhancing market presence.
Challenge
The challenge was to penetrate and expand market presence for Australian cherries in competitive Asian markets which offer significant growth opportunities due to Asia’s burgeoning middle class and increasing consumer preference for high-quality imported fruits. To succeed in these rapidly growing markets, Australian cherries needed to be capable of demonstrating efficient supply chain management and compliance with local regulations.
Response
The program hosted a series of events featuring detailed presentations on the characteristics, flavour profile, and health advantages of Australian cherries, as well as practical grading and packing demonstrations and tasting sessions to highlight the different varieties and their distinctive tastes. Networking opportunities during events facilitated commercial talks and collaborations and encouraged a cooperative atmosphere among stakeholders. Events also included targeted social media campaigns, pre- and post-event press releases, collaboration with social media influencers, and robust industry partnerships to enhance visibility of Australian cherries.
Benefit
The program boosted the visibility and demand for Australian cherries in key Asian markets. By positioning them as a premium product, the events established a strong brand identity synonymous with quality, freshness, and exceptional taste, and fostered consumer loyalty. Season launch events contributed to improving the knowledge, attitude, and purchase intent of local consumers, driving volume growth.
The events program also expanded distribution networks by securing partnerships with local wholesalers and retailers, facilitating wider market penetration and accessibility. By driving demand through targeted promotional events and marketing campaigns, the initiative is expected to significantly increase export volumes and sales. This will not only improve revenue from international markets but also position Australian cherries for higher profit margins, ensuring sustainable long-term growth and market expansion.
This project was a strategic levy investment in the Hort Innovation Cherry Fund
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