Marketing
Domestic Marketing Update 2011- 2012
A quirky new survey into Australians’ supermarket grazing habits, exciting new recipes showing the versatility of Australian table grapes and vibrant features on growers starting to harvest have been used to launch the new Munch-A Bunch-A Grapes season with spectacular media coverage already in hand and more on the way.
Australian Fresh Promotes Table Grapes to the World
Fruit Logistica is one example of a world event where anyone who is anyone in the world produce trade attends. From 7 – 9th February in Berlin almost 60,000 visitors passed through the exhibition seeking new products, new suppliers, new contacts. Table Grapes were included on the Australia Fresh™ stand promoting Australian fresh produce to visitors from around the world.Asia Fruit Logistica 2011 will be held in Hong Kong 7 – 9 September.
Table Grapes are the second largest fruit export industry after citrus and in 2010 accounted for $81m AUD. The largest markets were Hong Kong, Indonesia, Thailand and Singapore together making up over 70% of total Australian Table Grape exports.
Grape Escape Promotions – A ‘Grape’ Success Again This Year!
Most impressive was the consumer response with 14,000 entries received so far, as well as a raft of media coverage in all states.
Merchandising Campaign
The 2010-2011 Australian Table Grapes merchandising program entails calling on 300 Green Grocers nationally. Each store will receive 2 visits: The first phase of the campaign finished in November 2010 and the second has started mid February 2011.
Munch a Bunch of Grapes Campaign
Following on from the successful 2009-2010 pilot campaign launched last year, the 2010-2011 campaign has taken the promotional activities to new heights. The main objectives of the campaign have been to emphasize the snackability of grapes and provide the target audience with another occasion to consume the product.
The following activities have been undertaken till date. Please note, these activities are still ongoing and will finish end of March 2011.
Australian Exports
Australian table grape growers have earned a strong reputation as reliable suppliers of fresh sweet grapes of a high standard quality.
Domestic Promotion 2009/10
New campaign entices Australians to munch-a bunch-a grapes
The 2009/10 Australian table grape season kicked off with a new marketing campaign designed to stimulate consumers and increase domestic demand for table grapes.
International Promotion
Download the Australian Table Grapes brochure in multiple languages.
