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
24 Jul 2025
The cherry season in Spain’s Jerte Valley ends with 7 million kilos certified, free from rain or hail damage. The Lapins variety joins the PDO list for the first time. Local institutions strengthen their support for the region’s agricultural and rural sector.
02 May 2025
In Puglia, a rare late frost has severely damaged the June cherry harvest, hitting the renowned Ferrovia variety. Despite a strong season start, the region now faces halved yields, rising prices, and fresh opportunities for both Italian and international competitors.
01 Jun 2026
Lizard skin in cherries affects fruit appearance during cold storage and export transit. The Chilean study compares varieties, ripening stages and postharvest behavior, identifying the cultivars most exposed to damage, the most tolerant ones and key risks for local exports.
01 Jun 2026
Agrintesa and Gruppo Alegra strengthen the cherry supply chain between Vignola PGI and Romagna: over 400 hectares, protected orchards, technical innovation and post-harvest management to enhance premium quality, continuity and the work of Italian grower members across Italy.
