For fresh produce marketing in Australia and New Zealand
Matthew Jones

BY MATTHEW JONES

@matt_fruitnet

MacKay’s launches red papaya brand

New label to help increase awareness of the fruit in the Australian market

MacKay’s launches red papaya brand

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MacKay’s Marketing hopes to breathe new life into the red papaya category with the launch of a new brand.

The family-owned company’s Ruby Rise Red Papaya label is now available through Coles supermarkets across Australia.

The brand’s development comes on the back of recent research, which shows that just one-in-ten Australian households regularly purchases the fruit. The relatively low consumption rate has been attributed to a lack of knowledge around how to prepare and eat papaya, an unfamiliarity with the fruit’s taste and its common confusion with pawpaw.

MacKay’s Marketing ­– which has been growing and selling red papaya under the Red Hill and Reblo brands for the past 10 years – saw an opportunity to launch a new brand that directly communicates the benefits of papaya to a target audience, which includes young families, millennials, Gen Y and Gen X.

“Papaya is a healthy and nutritious fruit that we believe will play a major role in our diets in the future, and we see a great opportunity to help educate Australian families around healthy food choices,” said Richard Clayton, chief executive of MacKay’s Marketing. “We look forward to sharing our specially selected Ruby Rise Red Papaya, so everyone can taste the supergoodness.”

Read more about the Ruby Rise Red Papya brand in Produce Plus Autmun, out in March. 

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