Austrade and Citrus Australia launched the ‘Australian oranges – Now in Season’ campaign in partnership with 7-Eleven Philippines’ parent company Philippines Seven Corporation on 21 September
The industry is working exclusively with 7-Eleven convenience chain this season, promoting loose citrus under the Now in Season branding at high-traffic stores in the Philipines for the first time.
“Australia is pleased to bring to Filipinos healthy snack options and we’re happy that 7-Eleven Philippines came on-board this year in bringing deliciously safe and healthy Australian oranges closer to Filipino consumers” said Elodie Journet, the Australian Embassy’s senior trade and investment commissioner to the Philippines and Micronesia.
“The Australian citrus industry sees great opportunities in the Philippine market and we are looking forward to further expanding availability of Australian citrus throughout the country. Partnering with 7-Eleven is one of the steps towards that goal,” added Citrus Australia market access manager David Daniels.
The Philippines is now Australia’s 11th largest export market for citrus, with trade increasing since access was granted in 2012.
After hitting the 6,000 tonne market for Australia citrus shipments to the Philippines during last year’s season, valued at A$8m, the industry is now working on growing mandarin exports with Now in Season promotions running across retailers, and on social media during the season.
A group of seven exporters from Queensland and Western Australia, led by Citrus Australia CEO-elect Nathan Hancock, toured the Philippines during August, a week before the Asia Fruit Logistica trade show in Hong Kong.
Vanessa Driz-Perez, Austrade's Manila-based investment and business development manager, told Fruitnet that the delegation met with buyers and importers, and took part in a supply chain tour across wholesale markets, distribution channels and retailers so the exporters could gain a better understanding of the Philippine market.
The Now in Season citrus campaign has also hit social media, with a campaign running across Facebook and Instagram, engaging influencers – particularly mothers and their children – offering a bag of Australian orange an kangaroo onesies for their children.
The promotions build on the success of Australian citrus ‘Now! in Season’ promotions in Thailand, led by Victoria’s Department of Economic Development, Jobs, Transport & Resources alongside Hort Innovation, Austrade and peak industry bodies.
A full feature on the Philippines appears in the October edition of Asiafruit, out soon.