Australian exporters will benefit from additional exposure for their offerings in core South East Asian markets this season through a new promotional programme being launched by the Victorian State Government.
The 'Now In Season' campaign will be rolled out in more than 250 stores across Thailand, Indonesia and the Philippinesover the coming weeks. The programme is aimed at showcasing Australian table grapes, pipfruit and stonefruit imports, with Victoria being a key production hub for all three categories.
The campaign kicked off in Bangkok on 9 April, with launches taking place in Manila on 14 April and Jakarta on 16 April. Summerfruit Australia Limited CEO John Moore, Australian Table Grape Association (ATGA)CEO Jeff Scott and Apple & Pear Australia Limited export manager Olivia Tate, will join representatives from Austrade and the Victorian of Department of Economic Development, Jobs Transport and Resources (DEDJTR) as the promotional campaign is launched across the three markets.
The promotion will be delivered through in-store tastings, point of sales materials and various other networking events, with the multi-industry retail promotions aiming to promote seasonal Australian produce, the first of which was stonefruit last month, then table grapes this month, followed by similar promotions for pears, apples, citrus and cherries.
“Now! In Season promotes Australian produce to South East Asian consumers in a consistent and targeted way, highlighting that our produce is premium quality, healthy and safe,” explained Hang Do, South East Asia trade and investment specialist at DEDJTR. “It’s a whole-of-industry approach and this way, consumers can identify with Australia as a brand.”
Next year, Do says the campaign may be extended across South East Asia, with other markets considered as well.
“We will look at pushing the campaign out over two to three years, and roll it out to retail and eventually food service industries and hotels,” Do told Fruitnet, adding that its possible other Australian states would be involved in the campaign in the future.
The move is part of a concerted effort to boost Australia’s fresh produce exports to markets in South East Asia and beyond, building on Australia reputation as a producer of clean, quality produce.
“This is a great opportunity to build buyer and supplier relationships and will help new Asian markets gain an understanding of Victoria’s capacity and capability to supply top quality fruit to Asian markets,'ATGA president Jeff Scott said in a release.“This is the first time ever multiple horticulture industries have come together to promote their produce in a multi-country retail promotion in South East Asia.”
The tour is funded by the Victorian Government in partnership with Australian Table Grapes Association, Summerfruit Australia Limited, Apple and Pear Australia Limited and Horticulture Innovation Australia (HIAL), with on-ground support from Austrade.
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