20 April 2017
Australian grapes launched with a new brand name in Korea ‑“Tams Gold”
- Australian green grapes (Thompson seedless) have been rebranded as “TAMS GOLD” to promote the product in a more consumer friendly way.
- Australian green grapes are a golden green colour as they are left on the vine for a longer period to ripen for greater sweetness.
- Australia’s clean environment and warm climate provide an excellent growing environment and its close proximity to Asia results in fresh quality grapes being delivered in shorter shipping times.
- Under the Korea-Australia Free Trade Agreement the import duty on Australian grapes will be eliminated by 2018.
The Australian Table Grape Association, together with the Australian Trade and Investment Commission launched a Korean brand name for the Australian Thompson seedless grapes, “TAMS GOLD” at Seoul Plaza hotel today. Sixty guests including local fresh produce importers, wholesalers and retailers were invited to hear about the new brand, “TAMS GOLD”.
Australian green grapes are premium product in terms of sweetness and freshness, yet Korean consumers hesitate to choose them because of their unique golden green colour compared with other green grapes. Australian grapes develop a golden yellow hue as they are left on the vine for a longer period to ripen for greater sweetness and they are harvested at optimum maturity to satisfy consumer tastes. Due to its close proximity to Asia, Australia can deliver fresh premium quality grapes in shorter shipping times relative to competitors.
A new brand name “TAMS GOLD” is the combination of two words, “Tams-rubda” and “Gold”. The definition of “Tams-rubda” is attractive, nice and ripe and delicious-looking. It aims to convey a message to Korean consumers that Australian grapes are attractive and look delicious. Australian grapes, “TAMS GOLD”, are like the land they’re from: they’re pure, full of flavour and natural goodness you can taste in every mouthful.
“TAMS GOLD” grapes are generally available in Korea from December to April. Under the Korea-Australia Free Trade Agreement (KAFTA), the import duty on Australian grapes has been reduced from 45 per cent down to 6 per cent this year, and will be eliminated by 2018.
The Australian Ambassador to the Republic of Korea, His Excellency James Choi said “Australia is proud to be a long-term, reliable supplier of clean, safe, high-quality food and agriculture products. Korea is one of our most important export destinations for agricultural products such as fresh and sweet grapes. Our aim through the branding and promotion of “TAMS GOLD” is to assist Korean importers to satisfy the demands of Korean consumers for fresh, premium quality grapes and to establish “TAMS GOLD” as a leading fresh produce brand in Korea.”
This initiative is supported by grower-owned research and development corporation Horticulture Innovation Australia through marketing funds’
MEDIA CONTACT: Australian Trade and Investment Commission, KOREA
Mihyun Kim, Marketing Manager
Tel: 398-2805 / 010-8637-5085 Email: Mihyun.firstname.lastname@example.org