The 2024/25 fiscal year saw Hort Innovation strengthen the connection between growers and consumers through targeted campaigns celebrating Australian fresh produce, with a special focus on cherries. From digital platforms to retail stores and export markets in Asia, the approach was integrated, creative, and data-driven.
A national social media campaign encouraged Australians to fully embrace the summer season with Australian Cherries, featured in branded content inspired by wellness, Christmas, and Lunar New Year. Supported by region- and season-specific advertising investments, the campaign reached over 2.9 million people, helping to strengthen product perception and emotional connection with consumers.
To support in-store sales, Hort Innovation launched a high-quality training and merchandising program across Woolworths and independent retailers. Merchandisers managed displays, storage, and staff training to ensure consistent and premium product presentation.
The results quickly followed: participating Woolworths stores recorded an 11.8% increase in cherry sales volume.
On the international front, the FY25 export program deployed multi-channel promotional activities in China, Hong Kong, Vietnam, and Taiwan, including trade events, seasonal launches, and retail-led promotions. Results were particularly strong in Vietnam, where retail partners reported significant growth: Klever Fruit +193%, Thuy Anh Fruits +56%, Central Retail +58.8%.
Overall, Vietnamese imports of Australian cherries rose by 46% year-on-year.
The success of Australian cherries in 2024/25 reflects an integrated approach that enhanced the product across the entire value chain, from the orchard to international consumers. A focus on quality, targeted communication, and in-store training remains a strategic lever to meet global challenges and seize emerging opportunities.
Source: www.horticulture.com
Image source: Hort Innovation
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