Australasia’s premier fresh produce marketing award presented to purpose-led campaign which raised money for charity and drove sales
Flavorite Group has won the 2026 Marketer of the Year Award (MOYA) presented by The International Fresh Produce Association Australia-New Zealand (IFPA A-NZ) and Produce Plus Magazine.
Australasia’s premier marketing award for the fresh fruit, vegetable and floral industries was presented at the Hort Connections Gala Dinner in Adelaide on 4 June as part of the Horticulture Awards for Excellence. Flavorite was recognised for its Maddie’s Month campaign.
Flavorite Group marketing and communications manager Tom Willis said winning MOYA was an incredible honour and a reflection of the passion, dedication and hard work of the entire Flavorite team.
“It’s recognition of what can be achieved when we combine commercial success with meaningful community impact. We are so proud of this campaign and to be able to share it with our industry peers is incredibly special,” said Willis.
“I’d like to thank the wider Flavorite team, Maddie Riewoldt’s Vision, and Coles. The success of the campaign over the last ten years has been built on true partnership. It takes collaboration across so many campaign elements to make it a success and we’re grateful for everyone who has supported our journey.
“We’d also like to thank the amazing researchers and nurses who ensure the money we raise goes towards finding a cure for bone marrow failure syndromes and supporting patients and their families.”
Flavorite’s Maddie’s Month campaign is a purpose-led retail initiative created in partnership with Coles and the bone marrow failure syndromes charity, Maddie Riewoldt’s Vision (MRV). In 2025, the campaign celebrated its 10th consecutive year and a major milestone of A$1mn raised for MRV over the decade.
Throughout November, Flavorite donated 15 cents from every specially marked pack of Flavorite-grown produce sold at Coles nationally. Led by Flavorite, the campaign came to life through standout purple packaging, in-store activations, POS materials, digital integration, PR, earned media and social content designed to maximise awareness and customer engagement.
The integrated campaign significantly expanded national reach, strengthened emotional connection with shoppers, elevated brand visibility and delivered year-on-year sales growth during the activation period.
MOYA judges were impressed by how the campaign effectively leveraged its anniversary for maximum impact, all while raising money for a worthy cause. They acknowledged its ability to amplify reach with the right partnerships and make consumer engagement easy with eye-catching packaging and in-store material.
Produce Plus Editor Liam O’Callaghan said the campaign was a worthy winner: “Authenticity plays an important role in successful marketing campaigns and consumers connected with a cause close to Flavorite’s heart. The Maddie’s Month campaign has already had a decade of impact and showed each year brings a new opportunity to elevate your message.”
IFPA A-NZ managing director Belinda Wilson said the campaign showed what’s possible when purpose meets scale.
“This campaign demonstrates amplified impact when growers and retailers work together,” said Wilson.
“It’s a campaign that has showcased fresh produce and driven category growth, while generating meaningful awareness and support for those impacted by Bone Marrow Failure Syndromes.”
Millis said the award motivated Flavorite to take Maddie’s Month to new heights and provide even more support to such an important cause.
“Awards like this are a great opportunity to reflect on how far we’ve come, but they also inspire us to keep raising the bar. Every three days, an Australian is diagnosed with a Bone Marrow Failure Syndrome. Many are children and young adults and, tragically, around 50 per cent will not survive,” said Millis.
“Consumers can once again get behind Maddie’s Month this November, by purchasing a specially marked pack of Flavorite tomatoes or capsicums in Coles, and Flavorite will donate 15c from every punnet sold up to A$100,000.”
Flavorite Group’s Maddie’s Month Campaign was chosen from a strong field of three finalists, which also included:
- Holly Jackson, Hort Innovation: Greener Spaces Better Places – Plant Value Report campaign
- Nutrano Produce Group: Delite Seedless Mandarins – Afternoon Delite campaign
The finalists presented their campaigns as part of the MOYA Showcase at Hort Connections on 3 June.
