The table grapes of Australia’s producers will remain in charge of a revolutionary brand-new international marketing strategy, created by growers for the benefit of them, with a focus on increasing brand recognition across the globe for the sector.

It is expected that the Australian Table Grape Association (ATGA) is the lead for a brand innovative Hort Innovation grower-funded five-year investment offering an unique chance to develop one of Australia’s highest appreciated exports of horticulture in the long run.

The program is designed to raise the profile of Australian table grapes by utilizing the use of a variety of methods, such as consultative services for the industry Retail and E-Commerce programs as well as media and influencer involvement as well as trade and networking opportunities branding, asset development and branding as well as market intelligence amplifying. ATGA President Jeff Scott said he was happy to be able to sign the agreement and continue to move forward with the help by Hort Innovation.

“Securing this landmark 5-year marketing plan is a significant occasion for our industry” Scott added. Scott stated. “It offers us an opportunity to adopt an enduring, strategic approach to international table grape marketing and ensure that we are fluid and flexible to changes in trends in the market. “Producers as well as exporters will be at center of this effort and will be directly involved in defining campaigns as well as leading on trade-related events.”

“This initiative isn’t just to expand our product’s international reach – it’s about helping the industry to be a leader by example, innovating, and shaping how we shape the future industry.”

Hort Innovation CEO Brett Fifield explained that the new program has crucial role in the advancement of the export goals for Australian table grape producers. “Australian table grapes are among the best around the globe,” Mr Fifield said. “This international marketing program will raise the profile of Aussie table grapes, resulting in long-lasting brand recognition, and promoting expansion in the export market and ultimately assisting the industry to realize its maximum potential in the global marketplace.”

ATGA Chair Jeremey Boyd thanked Hort Innovation, on behalf of all producers who are committed to expanding research in industry marketing and development opportunities. “We’re happy with Hort Innovation for entrusting the ATGA and the entire industry with a 5-year marketing plan,” Mr Boyd said. “I find it wonderful to be able to be more involved in the design of this marketing strategy. This will enable us to be more involved as well as a group, which will help to improve global recognition for the industry.”

ATGA international market director Jesse White said he looked at strengthening the power of the Australian Grapes name globally over the in the long run. “Over the next five years, this initiative aims to build strong alliances and trading relationships, boost awareness about the season and improve education as well as create competitive value propositions that are a benefit to Australian table grapes.” Jesse said.

“This program will provide a strong basis that will help establish Australian Grapes as a brand and puts our company on the path to substantial expansion. It’s not about building brand an image today. This program is all about creating the foundation that will help increase our position in the market over the next few years.”

For further information:

Terryn Milner

Australian Table Grape Association

Tel: +61 0438 316 339

Email: [email protected]

www.australiangrapes.com.au