Launched by Hort Innovation in February, the portal on the Aussie Apples website will enable growers to see – and use as their own resource – marketing material developed for apple campaigns, view press releases and information underpinning campaigns, such as the 2016 CSIRO report summarising the health benefits of apples and pears.
It will also house interim reports summarising marketing activities in the ‘Get your crunch on’ apple marketing campaign in order to help broaden industry understanding of the marketing-levy investment.
Hort Innovation invested more than $2.8 million during 2016/17 into marketing to build consumer awareness and consumption of both aussie apples and australian pears, including partnerships, sampling opportunities and advertising.
Increasing industry knowledge of marketing as a means of adding to product value was identified as a priority in the industry-developed Apple and Pear Strategic Investment Plan (2017–2021) which sets out goals for levy funds investment.
Hort Innovation Apples and Pears Marketing Manager Olivia Grey said the new Aussie Apple Grower Portal was essentially a one-stop shop for levy payers’ marketing resources.
“This comprehensive platform will capture all levy-funded marketing activities and include valuable tools for growers to download and use as they see fit. It has been developed with input from industry and we are keen to hear further feedback from growers with the intention for the resource to continually evolve,” she said.
As some of the information is expected to be commercially sensitive, only growers who register with Hort Innovation will be able to access the portal.
At the moment, growers who register will be able to view:
- Promotional Material
- CSIRO health Report
- Contact Hort Innovation
The grower portal will evolve over time with content such as recipes for download, high resolution product shots and consumer research.
Growers can register their interest through the Grower Login button on the Aussie Apples website.
Hort Innovation invites growers to provide feedback on what would be useful to have access to on the site. Please feel free to email Olivia.Grey@horticulture.com.au with suggestions.