PINEAPPLE FUND SNAPSHOT

Pineapple

See how the pineapple levy is being put to work! Scroll down to learn about Hort Innovation’s current investment of the industry levy, and results from these investments, in the R&D and marketing snapshots – or click on a project below to go straight to its update.

All projects are funded by Hort Innovation using the pineapple R&D or marketing levy and, in the case of R&D, contributions from the Australian Government.

INDUSTRY UPDATE

Look out for the new Hort Innovation Pineapple Fund logo

You may have noticed there’s been a little snipping to the name and logo of Hort Innovation recently. Because you’ve come to know us as simply ‘Hort Innovation’, that’s what we’re now officially called.

Pineapple growers and stakeholders will also notice the introduction of a handy new logo specific to the pineapple industry. You can now look for the ‘Hort Innovation Pineapple Fund’ logo (pictured below) to quickly and easily identify projects, content and other outputs related to the strategic investment of your levy from here on out.

You can read more about the slight changes at www.horticulture.com.au.

On the Hort Innovation Pineapple Fund page…

Along with Hortlink, Hort Innovation’s webpage for pineapple levy payers is a great source of info. On it you’ll find:

  • The Pineapple Strategic Investment Plan (SIP) for 2017-2021, released earlier this year.
  • The latest meeting notes from the pineapple Strategic Investment Advisory Panel (SIAP), which most recently met on March 3 in Brisbane, and is due to meet again during the coming months.
  • Financial documents regarding your levy, including operating statements and expenditure summaries for R&D and marketing projects.
  • Grower resources, events and articles of interest to the industry.
Any questions?

Hort Innovation Relationship Manager Astrid Hughes is always available to answer questions or provide info on the Passionfruit Fund program. She can be reached on 0405 306 334 or at astrid.hughes@horticulture.com.au

R&D SNAPSHOT

NEW, ONGOING AND COMPLETED PROJECTS FOR THE INDUSTRY

Facilitating the development of the Australian pineapple industry stage 3 (PI15000)

Status: Ongoing project

Key research provider: Growcom Australia

What’s it all about? Running since late 2015, this project supports the adoption of innovation and technology in the Australian pineapple industry to help growers remain resilient, viable and profitable. It has traditionally supported the role of an industry development officer (IDO), who helps build knowledge of R&D in the industry, facilitates opportunities for information exchange and learning among growers and with other stakeholders, and promotes capacity building in the industry.

What’s the latest update? While the pineapple IDO, Georgie Townsend, recently departing Growcom, a new official IDO is currently being appointed for the project. In the meantime, Steve Tilley is assisting Growcom to deliver activities including…

  • Production of the quarterly industry newsletter The Pineapple Press, with issues emailed to growers
  • Facilitation of annual Pineapple Field Days, with the 2017 event held in South East Queensland on July 20 and 21 (look for a recap in upcoming industry communications)
  • Facilitation of grower study groups, with one study group now conducted per growing region each year, along with an annual Pineapple Study Group Tour (the most recent tour took place in May in Victoria)
  • Involvement in relevant industry events and meetings as needed
  • Facilitation of regular meetings between major packhouses, grower representatives, and Hort Innovation representatives to discuss supply, quality and marketing activity to ensure alignment with crop supply peaks.

Pineapple industry minor use permits (PI16000)

Status: Ongoing project

Key research provider: Hort Innovation

What’s it all about? Through this project, levy funds and Australian Government contributions are used to renew and apply for new minor use permits for the pineapple industry. These submissions are prepared and submitted to the Australian Pesticides and Veterinary Medicines Authority (APVMA).

Also related to the minor use program is project Crop protection replacement for diuron in pineapple industry (ST15029), which is responsible for conducting efficacy and residue trials in the investigation of weed control products to replace diuron. Project ST15029 uses grant funds from the Australian Government’s Agvet program, with additional levy contributions and co-investment from Bayer Crop Science.

What’s the latest update? All current minor use permits for the industry are searchable at portal.apvma.gov.au/permits. Permit updates are also circulated in Hort Innovation’s Growing Innovation e-newsletter, which levy-paying members receive monthly. Not a member? Sign up to our membership program for free here.

MARKETING SNAPSHOT

THE LATEST ACTIVITY THAT’S GROWING THE INDUSTRY

Hort Innovation invests the pineapple marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Pineapple Fund. With the wrap-up of the first successful year in a three-year campaign and the beginning of the second, the activity is giving plenty back to growers and consumers alike.

Year one results

The first year of the three-year pineapple marketing campaign came to end in July, with an extensive amount of coverage across social, print and digital media. Australian pineapples generated 227 pieces of coverage, reaching a cumulative total of 26,032,830 people.

The campaign achieved incredible results for growers with all of the set key performance indicators exceeded by actual performance.

The Endless Summer Campaign will continue into 2018/19.

Top print pieces for the year:

Top social pieces for the year:

Top online pieces for the year:

The Endless Summer campaign continues

With a focus on the lead-up to summer, the marketing campaign will generate awareness of Australian pineapples for a longer eating season for consumer enjoyment. The campaign is effectively communicating the ‘Endless Summer’ messaging and positions Australian pineapples as a lifestyle and foodie brand. It includes a boost from author of The Wholesome Cook and foodie blogger Martyna Angell, as the pineapple ambassador to support the healthy living and cooking-with-pineapples-year-round message.

Social media

The Australian Pineapples social media presence across Facebook and Instagram has undergone a playful and vibrant brand-personality refresh. The new content was inspired by an #EndlessAussieSummer feeling and was categorised in line with marketing strategies:

  • ‘Snacktastic’: recipe content
  • ‘Got Us Pinning’: lifestyle content
  • ‘Pinteresting’: educational content

A small social media spend was used to effectively amplify key Facebook content including Martyna’s recipes, upcoming event posts, and educational posts. Martyna’s product and recipe photography was and will continue to be used across both social channels.

Events

Following the success and to celebrate the year-round availability of Australian pineapples, the brand partnered with Bondi Farmers Market to host the Aussie Pineapples Endless Aussie Summer Extravaganza on July 8, 2017.

Market-goers watched two live cooking demonstrations at 10am and 12pm, hosted by Martyna Angell. Pineapple Gingerbread Crumble and Hawaiian Pizzas were whipped up to generate buzz and put an end to the ‘pineapple on pizza’ debate.

Free recipe samples, fresh pineapple chunks and recipe cards were distributed to the public.

To secure authentic and earned social media coverage, hampers and pineapple produce trays were distributed to 30 aligned foodie and lifestyle media and influencers, ranging from chef Neil Perry, nutritionist Lyndi Cohen and media personality Scotty Cam, to publications including Australian Women’s Weekly, Delicious, Super Food Ideas and more.

New marketing manager

As well as her role as the relationship manager for the pineapple industry, Astrid Hughes is taking on the role of marketing manager for the industry, bringing her strong knowledge of and passion for the Aussie pineapple industry. For any questions, contact Astrid on 0405 306 334 or at astrid.hughes@horticulture.com.au.

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2017-09-13T10:35:13+00:00