For fresh produce marketing in Australia and New Zealand
John Hey



Local gains traction for stonefruit growers

Bombowlee group’s campaign with Woolworths to supply ‘local fruit for local families’ in Sydney's outskirts returns after strong consumer response

Local gains traction for stonefruit growers

"Bombowlee' orchardists Linda and Mark Jolly with Woolworths' Garth Leary

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Peach and nectarine growers on Sydney’s outskirts have combined with Woolworths, Australia’s largest supermarket chain, to deliver tree-ripened fruit to 22 local Woolworths’ stores, all within 30km of their orchards.

The families, marketing under their exclusive brand ‘Bombowlee – local fruit for local families’, have been known for their premium, early season peaches and nectarines since the 1930s, and supplying Woolworths for over 50 years.

Mark Jolly of Jolly Family Orchards, which is part of the Bombowlee group, said the campaign builds on the success of an initial tree-ripened programme under the local banner with Woolworths last season, which drew an “outstanding response among consumers in Sydney’s northwest.”

“This season is shaping up to be bigger and better for even more consumers and for our growers, thanks to the support by Woolworths,” said Jolly. 

“Although Woolworths has around 900 stores nationally, they have demonstrated the flexibility to link with local growers to market to local families through their local stores. As a result, our growers, consumers and Woolworths all benefit.”

Fruit is being selectively picked at its peak maturity and is on Woolworths’ shelves within 24 hours. This means fruit spends more time on the trees to develop the best flavour, sweetness and juiciness.

Ray Christie of Christie Orchards, which is also part of the Bombowlee group, said ‘Bombowlee’ is a local brand that allows the growers to pool their fruit.

“Most importantly it allows us to provide consistent quality and eating experiences to local consumers,” he said. “We also take special care to protect our fruit from harvest to consumers, because it is tree-ripened and ready-to-eat”.

The fresh picked and locally grown peaches and nectarines will be available from early November through to December.


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