HAL works to generate streamlined, flexible, cost-effective and focused marketing programs that enhance domestic marketing activities throughout the supply chain including industry, growers, major retailers, wholesalers, category managers and market authorities.

The aim of the domestic marketing program is to increase returns to growers by increasing consumer awareness and demand of the produce in order to sell more and/or at a higher price. The programs are developed individually for each product based on its market circumstances and funding availability.

Domestic marketing actively seeks involvement from all sectors of the supply and demand chain into a working partnership, with the intention of delivering outcomes to growers in alignment with their industry strategic plans.

HAL invests an excess of $10 million of levy funds annually on advertising and promotion programs on behalf of several horticultural industries. Around 50 per cent of these funds are directed to domestic advertising and promotional activities.

Expenditure of individual horticulture industries marketing programs, range from $50,000 to $2 million per year. The existing programs, which are recommended by the respective Industry Advisory Committees (IACs) and approved by HAL, are consistent with their industry strategic plans.

The IAC or marketing subcommittee provide strategic guidance and overall direction on the marketing programs including budgets, crop forecasts and advice on size, quality, variety and supply chain issues.

HAL then briefs and manages the appropriate service providers to ensure effective delivery of the marketing program and develops a three-to-five year marketing plan and annual marketing program in line with the Industry Strategic Plan.