Hort Innovation is responsible for investing the dried grape marketing levy into a range of activities to drive awareness and consideration. Here is a quick look at what happened during 2023/24… 

The 2023/24 marketing program for Australian dried grapes focused on increasing market share and demand in China and Europe. By participating in major trade shows, engaging directly with customers, and leveraging promotional activities, the program enhanced the visibility and sales of Australian dried grapes in these key markets. The strategic approach and targeted activities were designed to build long-term relationships and achieve significant growth in export volumes. 

Insights that drove our thinking  

• Market potential: the Chinese and European markets present significant growth opportunities for Australian dried grapes. 
• Competitive landscape: the industry must address competition from Turkey, South Africa, and Chile by reinforcing relationships and expanding market presence. 
• Strategic engagement: reconnecting with existing customers and developing new potential customers through trade shows and direct engagement is crucial to ongoing success for dried grapes. 

What the campaign looked like in market 

Chinese market – SIAL Shanghai marketing promotional trip (May 2023)

The Chinese market accounts for approximately 25 per cent of the dried grape industry’s total export volume, valued at $5M annually. The goal of the Shanghai trip was to increase dried grape market share from less than one per cent to six per cent over a five-year period. The trip involved participating in the SIAL Shanghai exhibition, visiting existing and potential customers nationwide, producing a crop video, and distributing promotional materials.  

European market – Anuga European marketing promotional trip (October 2023)

The European market traditionally accounts for 50 per cent of the industry’s total export volume, valued at $10M annually. The goal of the European trip was to increase dried grape market share from 0.5 per cent to two per cent over a five-year period. The trip involved participating in the Anuga exhibition, visiting existing and potential customers, and hosting an information night.