International cherries launch events – FY25 (CY24001)

Challenge

The primary challenge is to penetrate and expand market presence for Australian cherries in competitive Asian markets. While the region offers a significant growth opportunity due to Asia’s burgeoning middle class and increasing consumer preference for high-quality imported fruits, the program must strategically position Australian cherries against global competitors.  Australian cherries must also be able to demonstrate efficient supply chain management and compliance with local regulations to succeed in these rapidly growing markets. 

Response 

In response to these challenges, the program will host a series of events featuring detailed presentations on Australian cherries, tasting sessions, live demonstrations, entertainment, and networking opportunities. The events will also include targeted social media campaigns, pre- and post-event press releases, collaboration with local influencers, and robust industry partnerships to enhance visibility of Australian cherries.  

Benefit 

The program is expected to significantly boost the visibility and demand for Australian cherries in key Asian markets. By positioning them as a premium product, the events aim to establish a strong brand identity synonymous with quality, freshness, and exceptional taste, and foster consumer loyalty.  

The events program will also expand distribution networks by securing partnerships with local wholesalers and retailers, facilitating wider market penetration and accessibility. By driving demand through targeted promotional events and marketing campaigns, the initiative is expected to significantly increase export volumes and sales. This will not only improve revenue from international markets but also position Australian cherries for higher profit margins, ensuring sustainable long-term growth and market expansion.