Marketing New Australian Sultanas website

New platform to promote premium Australian products

Australia’s dried grape industry has launched its newest tool to promote the country’s premium product to both domestic and international markets.

Dried Fruits Australia, with support from industry stakeholders and Hort Innovation, has launched the new Australian Sultanas website.

The Australian Sultanas brand — a collaboration between DFA, Sunbeam Foods and Australian Premium Dried Fruits — promotes the nutritional benefits, taste and quality of Australian dried grapes. The easy-to-use website features a fresh look, recipes, nutritional information, and gives consumers an insight into varieties of fruit and how it’s produced. Dried Fruits Australia Chair Mark King said the new website would give customers a true representation of the Australian dried grape industry. “It shows us just as we are; clean, green and healthy,” he said. “Consumers want to know the provenance of their food – where their fruit is coming from and how it’s grown. This new website will show them just that.” While some industries promote their products to boost demand, the dried grape industry finds itself in a unique situation. The demand for Australia’s premium products already exceeds supply. Mark said the Australian Sultanas brand and website promotion of the country’s dried grapes complemented the industry body’s focus on attracting new investment in the industry. “We want to make sure we keep our current customers, stay at the forefront of people’s minds when they think of quality dried grapes, and make sure we have the next generation of consumers enjoying our fruit,” he said. The site will be updated regularly with new products, recipes and information for consumers as it becomes available.

The development of the purposebuilt website will mean consumers have a dedicated space to visit to learn more about Australia’s dried grape products, while the Dried Fruits Australia website – driedfruitsaustralia.org.au – will cater more to industry and producer information and representation. The Australian Sultanas website can be viewed here at www. australiansultanas.com.au, while consumers can follow the Australian Sultanas brand on both Facebook and Instagram. v