Table grape marketing

Initiatives set to drive brand awareness

Promotion of Australia’s table grape industry has continued this season, with several initiatives aimed at elevating the awareness of Australian grapes.

On an international front, the Australian Table Grape Association (ATGA) has presented at a number of virtual trade seminars in countries such as Vietnam, Malaysia, Philippines and Indonesia.

Trade seminars are an important part of industry promotion to international markets.

“Major importers, retailers, distributors and media in each of those countries received a brief overview of the Australian table grape industry,” ATGA CEO Jeff Scott said. “They hear about our export history, varieties available for export, the timing of their availability, and an overview of our exporters."

Jeff said it was vital to enhance key relationships between exporters and importers, which had potentially been impacted over the past two years due to Covid.

“The ATGA can support to help rebuild the relationships and networking between exporters and importers,” Jeff said.

“We’ll also be focusing on offering in-bound and out-bound trade missions for the next harvest season, an offer that was well received by all countries.”

The ATGA also participated in several other promotional launches to China, Japan, Korea and Thailand, working closely with Hort Innovation, Austrade and the Victorian Government to promote retail programs with various retail partners in each of those countries.

In May, the ATGA will participate in a capability study with Austrade. Austrade selected table grapes for this promotional content, determining the industry would benefit from up-to-date messaging, imagery and branding.

Collateral will include the development of digital and printready industry capability reports and posters which can be utilised by industry organisations, export companies, Austrade and other government stakeholders. v