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
14 Jun 2024
Frutas de Chile and the Servicio Agrícola y Ganadero (SAG) are already working to mitigate the impact of this quarantine. Representatives of the two organisations are in China to propose alternatives that could make it less burdensome for Chilean producers.
09 Dec 2025
A scientific study in Sichuan (China) analyzed two cherry varieties with contrasting colors to understand the genetic regulation of anthocyanin production. The PavMYB.C2 gene and cyanidin-3-glucoside play a central role in developing darker hues. Applications for agriculture and
22 Jun 2026
The 29th Italian Cherries National Competition concluded in Bracigliano, honoring Spernocchia cherries from Bracigliano Natura and Alfonso Ferrentino, Sweet Saretta from Quartieri Farm, and Ferrovia from Rosanna Gullo for quality, flavor and deep territorial identity.
22 Jun 2026
Cherry Growers Australia unveils its 2025-2030 Strategic Plan in Adelaide at the Cherry 2026 conference. The roadmap aims to lift domestic consumption and exports, improve quality, innovation and sustainability, and unite Australian growers around shared priorities.
