STONEFRUIT
I would also like to thank those of you who invite and welcome me onto your property, give me a tour of the orchard and chat about how and why you grow stonefruit and the challenges you face. These really are the highlights of my job, thank you. The Committee held two meetings recently, on the 9th September and 20th October. Key topics have been biosecurity, labour shortages and the projects ahead, including our commitment in the BWEB Good Choice Campaign, Season Launch, In store tastings, the Support Officer Role and more. With the Queensland fruit fly outbreak in Dalkeith being of grave concern, the committee wrote a letter the Minister for Agriculture regarding the importance of eradication of this pest. This was then raised in parliament by the Shadow Minister where it was noted that DPIRD fully intend to eradicate this pest again. This is what we would like to see as an industry, and we will continue to make sure this remains the priority of the State. When there are issues of concern as growers, please make sure you contact either myself or the committee so we can be active in attempting to alleviate the issues. ●
Good Choice Campaign
W
e are entering our second year of the Good Choice Campaign run through Buy West Eat Best. With great success in year one, we are eager to see the effects of a second year of this marketing, which continues to build awareness of local stonefruit being in season. The end of season report on the campaign saw continued growth in our TV commercial reach and exceeded the planned ‘Targeted Audience Rating Points’ (TARP’s). This season we will be seeing the TV commercial on Channel Seven and GWN in the first three weeks of December and then again in the second half of January. Catch up TV via 7Plus and 9Now will also feature the stonefruit commercial in this time.
Now for those listening on the radio, you can hear the ad on Nova 93.7 and Southern Cross Austereo in December and then again mid-February. Selected IGA’s have XSight screens in their stores and last year we saw an uplift in sales across the shops where stonefruit was advertised. This year we will be utilising this service in two-week blocks over the new year and again at the beginning of February when school goes back. MORE INFORMATION For more information contact Shay via email shay.crouch@perthnrm.com or phone (08) 9374 3306.
This campaign focuses on the promotion of peaches specifically in the radio and TV commercials, though across the other media stonefruit is featured more broadly. Using this multipronged approach, working closely with BWEB and aligning our social media activities, we expect to see uplift in sales across the entire stonefruit category.
3 FLOREAT Forum.
Being a partner with BWEB also brings other opportunities throughout the season, including participation at retail activations (e.g. Floreat Forum in October) and their assistance at the Season Launch. Though October was a bit early for much of our stonefruit, it was great to chat with consumers and see their excitement for the upcoming season. ● MORE INFORMATION For more information contact Shay via email shay.crouch@perthnrm.com or phone (08) 9374 3306.
WA Grower SUMMER 2020
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