International Cherries Tradeshow FHC – FY25 (CY24003)
What was it all about?
Australian cherries were promoted in the Chinese market through participation in the Food & Hotel China (FHC) Tradeshow in Shanghai, which took place from November 12 to November 14, 2024.
The event provided an opportunity to strengthen market presence and brand recognition of Australian cherries in China, a key export market, while highlighting their premium quality and forging valuable business relationships.
Challenge
The Chinese market represents a significant growth opportunity due to the increasing demand for high-quality, fresh produce. However, positioning Australian cherries effectively in this competitive market is challenging. Building strong brand recognition and fostering relationships with local stakeholders is essential for success. It was important that Australian cherries were effectively showcased at the event and that high engagement was maintained with potential buyers.
Response
As a premier event, the FHC Tradeshow offered an excellent platform to showcase the superior quality, taste, and freshness of Australian cherries to a diverse audience of food and hospitality professionals, including local trade partners, importers, distributors, and retailers. Participation in the event served as part of the broader International Marketing Program, aimed at driving consumer demand by raising awareness and improving knowledge, attitudes and purchase intent regarding Australian cherries.
Australian Cherries’ participation in the 2024 FHC Tradeshow involved:
- An interactive booth design featuring vibrant visuals of Australian cherry orchards and branding, staffed by trained personnel who were knowledgeable and skilled in engaging visitors and hosting demonstrations.
- Live demonstrations showcasing cherry grading, packing processes, and product quality.
- Tasting sessions that offered visitors the opportunity to experience the superior quality and freshness of Australian cherries firsthand.
- Informative displays and printed materials (brochures, flyers, digital content) that highlighted the Australian cherry's quality, growing processes, and export standards.
- Strategic use of social media to drive engagement before, during, and after the event.
- Hosting networking events and facilitating one-on-one meetings with potential buyers, distributors, and industry key stakeholders.
- Media engagement, including the distribution of press releases, to generate event coverage and further promote Australian cherries.
- Post-event follow-up to strengthen trade relationships and assess event performance.
Benefit
Attracting over 150,000 visitors and 2,500 exhibitors globally, the FHC Tradeshow provided an excellent platform to enhance the brand visibility of Australian Cherries, attract potential buyers and distributors, and emphasise their competitive advantages in the Chinese market.
This participation aligned with the Australian cherry industry’s goal of expanding export markets and strengthening international relationships. Ultimately, the project will encourage long-term demand for premium Australian cherries, generating increased sales opportunities, and establishing a robust presence in the Chinese market.
This project was a strategic levy investment in the Hort Innovation Cherry Fund.