PINEAPPLE FUND SNAPSHOT

Pineapple

See how the pineapple levy is hard at 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 name below to go straight to a specific 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

Don’t forget to grab the Pineapple Fund Annual Report

Released at the start of November, Hort Innovation’s Pineapple Fund Annual Report sums up all levy investments and activities from 2016/17. You can download a copy here, or head to Hort Innovation’s Annual Report Portal to place an order for a free hard copy of the report.

What research do you want to see?

As always, Hort Innovation encourages all growers and industry participants to share their thoughts and ideas for the research they want to see – whether that’s within the industry-specific Pineapple Fund (where research is funded by grower levies and Australian Government contributions), or within Hort Innovation’s strategic partnership initiative, Hort Frontiers (where research is funded through partnerships with co-investors).

Watch this video to see how ideas are collected and grown into projects, then submit your suggestions for new projects here.

Get closer to your investments with free membership

Hort Innovation membership brings you closer to the investment activities and results in your levy fund, and to the organisation as a whole. As well as providing the opportunity for voting rights at the company’s Annual General Meeting, membership helps you connect with your industry’s Relationship Manager, sends Hortlink straight to your inbox for first-look access, provides exclusive Grower Intel alerts with industry-specific news and opportunities, and more.

Paying a levy doesn’t automatically make you a member, so read more here and sign up now!

Find resources 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:

  • Key documents including the Pineapple Strategic Investment Plan (SIP) for 2017-2021, released earlier in 2017, and the Pineapple Fund Annual Report
  • The latest meeting notes from the pineapple Strategic Investment Advisory Panel (SIAP), which most recently met on October 10, 2017 in Brisbane, and is due to meet again during February 2018
  • Current 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 was established to support 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) to help build knowledge of R&D in the industry, facilitate opportunities for information exchange and learning among growers and with other stakeholders, and promote capacity building in the industry.

What’s the latest update? Project activities include…

  • Delivery of quarterly industry newsletter The Pineapple Press, with issues emailed to growers
  • Facilitation of annual Pineapple Field Days
  • Facilitation of grower study groups, with one study group now conducted per growing region each year, along with an annual Pineapple Study Group Tour
  • 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.

As the industry is aware, the project’s original IDO, Georgie Townsend, left the role earlier in 2017. To continue the delivery of the project activities in lieu of an official IDO, Steve Tilley was temporarily appointed to assist Growcom (including in the running of the South East Queensland Field Days back in late July).

Hort Innovation has since been progressing discussions with the pineapple Strategic Investment Advisory Panel and with the Australian Pineapple Leadership Group around the way forward with this investment, with a new IDO yet to be appointed. It is anticipated that the investment will ultimately be split into two new components – one to facilitate industry communication and extension activities, and another to address the industry’s desire for more technical work, which may include research into chemical use, natural flowering and/or breeding. With discussions continuing, look for more information in early 2018.

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 reported in the previous issue of Hortlink here, this edition’s focus is on the beginning of the second-year activity, with social media channels giving plenty back to growers and consumers alike.

Year two kicks off

The second year of the three-year marketing campaign has just begun with the pineapple campaign ambassador, author of The Wholesome Cook and foodie blogger Martyna Angell, generating simple, snackable recipes to support healthy living and cooking with Australian pineapples. These recipes and accompanying beautiful imagery will be staggered throughout the year, primarily over social media channels. They focus on the ‘endless summer’ tropical, delicious vibes with food that is healthy and convenient, while demonstrating the versatility of pineapples.

Consumer research results

The marketing program has conducted consumer research that has provided insights that will feed into future campaign activities and be of interest to growers. The research has found…

  • When it comes to pineapple purchases, there is a 50/50 split of shoppers being male and female
  • The key demographic for pineapple consumption is 20- to 45-year-olds
  • 43 per cent of pineapple purchases are planned, while the remaining 57 per cent are impulse buys
  • 54 per cent of consumers eat pineapple primarily on its own or in a fruit salad (22 per cent).
Social media channels

There is a strong Australian Pineapples presence across Facebook and Instagram (@aussiepineapples), bringing to consumers beautiful images that hero pineapples and content centred around ‘fun, delicious and tropical’ themes.

The hashtag #EndlessAussieSummer continues to resonate, with the following content pillars finessed for year two of the campaign:

  • ‘Pineapple love’ – fun, delicious and tropical content tapping into trends and delivering on food cues
  • ‘Pineapple inspiration’ – lifestyle content with pineapple-centric recipes, drinks and fruit salads, including content sourced from and shared by influencers and consumers
  • ‘Pineapple know how’ – educational content on pineapple nutrition benefits; tips including how to choose, cut and store pineapple; and messaging on the year-round availability.

So far, social media has been used to showcase pineapple recipes from Martyna, with inspirational and educational posts also reaching consumers.

Next steps

Over summer, with pineapples racing off the shelves, the campaign goes on hold –  with growers encouraged to continue to use the #EndlessAussieSummer hashtag and post pictures to their channels (or send them through to relationship manager and now also marketing manager Astrid Hughes, at astrid.hughes@horticulture.com.au).

Over the summer period Hort Innovation is also working with industry to develop a plan of activities for next year, which is likely to involve a continuation of the industry’s consumer-focused social media, influencer engagement and consumer awareness events.

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2017-12-06T14:46:35+00:00