Marketing snapshot - Hortlink 2016, spring

This Hort Innovation Table Grape Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, spring edition.

Marketing activity for the upcoming table grape season is currently in planning, with an intended predominant focus on export markets and some domestic activity as well.

Export consumer marketing and Now In Season

The multi-industry Now In Season program forms an important part of the table grape export marketing strategy. It is an integrated promotional program that raises awareness of the advantages of quality, safe and healthy Australian horticulture products overseas, and will have a strong presence in key markets including Thailand, China, the Philippines, Indonesia, Vietnam, Malaysia, Korea and the United Arab Emirates.

As well as activities under the Now In Season program, there will be additional table grape marketing in other key export markets such as Japan. Hort Innovation in consulting with industry and will receive advice from the table grape Strategic Investment Advisory Panel during November to finalise the industry’s export marketing activity.

Domestic marketing activity

Likewise, domestic marketing activity for the 2016/17 season is currently being planned to support both national and more localised activity.

Table grape quality project

Marketing project Fruit Quality Standards program (TG15502) has now entered its third and final year. The objectives of this project are to:

• Provide monitoring of quality of early-season grapes with on-farm testing
• Monitor quality at the supermarket level
• Follow up consumer research to measure the level of consumer satisfaction with the quality of grapes purchased
• Grow demand for Australian table grapes by ensuring consumers have a great eating experience, with repeat purchasing throughout the season.

Weekly sampling will continue over 13 weeks and results will be available at the end of the season in May 2017.