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
20 Jan 2026
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Read, consult and download the first issue of Cherry Times Magazine. Inside you can find all the major news, together with information and specific content on all sectors of the cherry industry!
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Negli Stati Uniti cani addestrati stanno mostrando grande efficacia nell’individuare la little cherry disease nei ciliegi prima dei sintomi. Dopo i frutteti, la ricerca si sposta nei vivai di Washington per migliorare la diagnosi precoce e contenere la diffusione.
