Marketing update
2026/2027 Cherry Marketing Update
Publication date: September 30, 2026
Research shows that cherries are well liked, but they are not always top of mind. Only five per cent of consumers plan to buy cherries without prompting, compared with a 15 per cent average for fruit. When prompted, intention rises to 14 per cent and conversion to purchase is strong, showing that visibility and timely reminders can help unlock demand.
The opportunity is greatest at the start and shoulders of the season. Purchase intention builds from October and peaks in December, then continues into January and February. Outside the Christmas peak, many consumers incorrectly believe cherries are not in season, reinforcing the need to clearly signal availability and encourage more summer occasions.
Centred around a campaign to launch the start of the domestic season, the FY26/27 marketing plan for cherries seeks to unlock demand at the start of the season, while driving excitement among consumers and media, and strong visibility and availability at shelf from day one. It aims to signal the season arrival and boost top-of-mind awareness, while addressing the lack of understanding of the fruit availability and low unprompted purchase intent early season.
Key activities include:
The cherry industry is also investing in export marketing initiatives to unlock growth opportunities beyond Australia. As production continues to expand and industry ambitions grow, building sustainable demand in international markets will be critical to supporting profitable returns for growers, diversifying distribution pathways and strengthening the long-term competitiveness of Australian cherries.
Australian cherry exports enter FY26/27 in a strong position, supported by growing demand across Asia and a reputation for delivering premium quality fruit. However, competition is increasing from larger global exporters, particularly Chile, whose scale and year-round presence continue to shape market expectations. In this environment, Australian cherries compete as a smaller-volume, premium offering where provenance, freshness, trust and quality are critical points of differentiation.
Australian cherries can reach many Asian markets within 72 hours of harvest through airfreight, providing a compelling quality advantage that underpins their premium position.
While Australian cherries are already highly regarded across Asia, there remains a significant opportunity to build stronger consumer demand by increasing awareness, strengthening brand preference and reinforcing the attributes that set Australian cherries apart, including freshness, provenance and exceptional eating quality.
Key export activities include:
This integrated approach combines trade engagement and consumer marketing to build demand, strengthen Australia's premium position and support the cherry industry's long-term export growth ambitions.
A range of investments are underway to deliver the cherry marketing strategy:
