Sales of fresh fruit and vegetables on the Australian market are not improving despite significant amounts being spent on marketing, according to the head of Produce Marketing Association Australia-New Zealand.
The problem lies in the marketing strategy being used, he told the ABC, with too many products being seen as commodities.
“Surprisingly we’re seeing a bit of flat-lining of fresh produce,” he said.
“Some products are definitely doing better than others, but generally across the whole sector, there’s not a lot of growth happening in the consumption of fruit and vegetables across Australia.”
Mr Worthington believes much of the problem lies at the marketing end, where there is not enough differentiation between commodity and premium categories.
“Particularly with a state like Tasmania, which has some really unique production advantages, and has always been in the consumer’s mind as a place that does produce good, healthy, innovative produce,” he explained.
New and unusual products like purple potatoes, purple carrots and new salad lines are areas where premium producers like Tasmania ought to excel.
“Consumers are looking for innovation, for new products they can try,” Mr Worthington said.
Australian industry groups have launched several high-profile generic marketing campaigns this year for mandarins and bananas.
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