What is it all about?

Australian avocados have built strong positions in key export markets, but growing competition is increasing pressure on market share and demand. This project will test export marketing concepts to identify the most effective approach for promoting Australian avocados across priority markets.  

Research will be conducted with avocado buyers in Hong Kong, Singapore, Malaysia and Dubai to evaluate two creative concepts designed to create a more consistent and distinctive presence for Australian avocados. The project will assess which concepts and messages are most effective at attracting attention, building an emotional connection with consumers and influencing purchase decisions.  

The project will also measure awareness and perceptions of Australian avocados compared with competing origins, including New Zealand, Mexico and Peru. Findings will provide clear recommendations on the most effective concept for each market, helping guide future export marketing activities and investment. Outputs will include market reports, concept evaluations and recommendations for future campaign development.