Hort Innovation's persimmon marketing program aims to increase consumer demand for Australian persimmons by building awareness of the fruit and encouraging more Australians to consider persimmons as part of their seasonal fruit purchases. The strategy is focused on strengthening consumer understanding of the category and creating positive purchase experiences that support future consumption.

Consumer insights informing the strategy

Research shows that many consumers lack confidence around selecting, storing and eating persimmons, with uncertainty around ripeness and texture creating barriers to purchase. At the same time, it also highlights the fruit's strong appeal when experienced firsthand, particularly its sweet flavour and crunchy texture. 

What's planned

Persimmon marketing activity will focus on targeted in-store sampling designed to increase awareness and encourage trial among Australian consumers. By allowing shoppers to experience persimmons firsthand and providing practical information on how to select, store and enjoy the fruit, the campaign aims to build confidence in the category and support purchase during the seasonal sales period.

Supporting investments

A range of investments are underway to deliver the persimmon marketing strategy, including Persimmon – Harris Farm FY26 (PR25502).