Completed project
Market development for the apple industry (AP11016)
Publication date: September 10, 2016
Delivery Partner: APAL
This project was a strategic levy investment in the Hort Innovation Apple and Pear Fund
This project funded the position of a market development manager at APAL to support domestic marketing initiatives and drive export development across the apple and pear industry.
The objective was to develop opportunities in overseas markets and encourage growers to focus on strategies to further increase apple exports.
Domestic market activities supported by the project included the Aussie Apples and Rediscover the Pear campaigns as well as the InfoPome data-collection project, which continues to allow industry to make informed business decisions.
Voluntary quality guidelines were developed for growers and packers to use in conjunction with the Aussie Apples brand. These continue to help Australian growers, packers and supply chain contributors deliver consistently high-quality apples and pears at internationally competitive prices. The guidelines covered 14 varieties and included photographs and definitions.
The market development manager also contributed to the production of two DVDs to promote and educate domestic and international markets about the quality of Australian fruit, the clean growing conditions, sophistication of sorting, processing and packing technology and the diverse uses, particularly in Asian-inspired recipes.
Download the voluntary quality guidelines, available in the document Aussie Apples: Guidelines, specifications and product description language.
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