‘Now! In Season’ gains a slice of Asian retailer space for horticulture

‘Now! In Season’ has kicked off for 2016, aiming to be bigger and better than ever and build on the traction created in overseas markets last year. The highlight of 2015 included the participation of over 25 international and 15 domestic companies with immediate trade outcomes as a direct result of the program.

The program is a multi-industry, multi-country, integrated promotional program designed to leverage individual market requirements while maintaining efficiencies gained from consistent messaging, collateral and activities across multiple markets.

A collaboration between Hort Innovation, Victorian Government and Austrade, ‘Now! In Season’ aims to build an integrated profile of Australian products in international markets and develop the sector’s ability to prioritise and deliver strategic promotions.

According to Hort Innovation Trade Manager, Sam Lawrence, “The campaign promotes Australian fruit to consumers as premium quality, healthy and safe and aims to increase consumption and awareness of Australian horticulture in priority markets.”

“Efficiencies are achieved as a result of the coordinated approach to market development and promotional activities across integrated in-store promotions and multi-faceted PR campaigns, timed to promote various Australian fresh produce at peak times.”

“In 2015, sales across international retail channels increased – the support the program provided to both importers and retailers had a significant positive impact on increased trade and consumer preferences for Australian horticultural produce in the market.”

“Ongoing engagement and commitment across markets and industries helped increase market share.”

“Feedback from international retailers was positive – Australian fruit is well-known in the market for its freshness and higher quality. According to retailers, the use of in store promotion and tastings helped increase their sales by up to 40 percent.”

Such was the 2015 success, ‘Now! In Season’ received the 2015 Asia Fruit Award for Marketing Campaign of the Year.

‘Now! In Season’ continues to evolve and build on the success of the pilot promotional program and in 2016 includes summerfruit, table grapes, citrus and apples and pears with delivery across Thailand, China, Japan, the Philippines and Indonesia.

According to Jessica Beard, Trade Specialist from the Victorian Department of Economic Development, Jobs, Transport and Resources, “Now! In Season is unique as it provides a coordinated approach to horticulture marketing activities and enables not only increased but sustained trade in the markets.”

“The 2016 program will cover similar countries but with more resources to facilitate a wider reach a greater presence will be achieved”, she said.