3 December 2024
Australia’s table grape producers will be firmly at the helm of a landmark new international marketing program, designed with growers, for them, and focused on driving global brand recognition for the industry.
The Australian Table Grape Association (ATGA) will lead a new Hort Innovation grower-funded five-year investment, which will provide a unique opportunity to advance one of Australia’s most highly valued horticulture exports strategically long-term.
The program will elevate Australian table grapes through a multi-pronged approach, including industry consultation, retail and e-commerce programs, media and influencer engagement, trade events and networking opportunities, branding and asset development, and market intelligence amplification.
ATGA CEO Jeff Scott said he was thrilled to secure the program and to forge ahead with the backing of Hort Innovation.
“Securing this landmark five-year marketing program marks a pivotal moment for our industry,” Mr Scott said. “It provides us with a unique opportunity to take a strategic, long-term approach to international table grape promotion, while ensuring we remain agile and responsive to shifting market preferences.
“Producers and exporters will be at the forefront of this initiative, with direct involvement in shaping campaigns and leading the way at trade events.
“This project is not just about growing our product’s global presence – it’s about empowering our industry to lead, innovate, and shape the future of our market.”
Hort Innovation CEO Brett Fifield said the new program plays a pivotal role in advancing the export ambitions of Australian table grape growers.
“Australian table grapes are among the finest in the world,” Mr Fifield said. “This international marketing program will elevate the global profile of Aussie grapes, creating lasting brand recognition and fuelling growth in export markets, ultimately helping the industry achieve its full potential on the world stage.”
ATGA Chair Jeremey Boyd praised Hort Innovation, on behalf of producers, for its commitment to enhancing industry research and development and marketing opportunities.
“We’re thankful to Hort Innovation for entrusting the ATGA and industry with a five-year marketing program,” Mr Boyd said. “I think it’s great that we as growers can have more involvement in the development of the marketing program. We’ll be able to contribute and participate much more, and collectively grow the industry’s reputation globally.”
ATGA international marketing manager Jesse White said he looked forward to reinforcing the strength of the Australian Grapes brand globally long-term.
“Over the next five years, the project aims to forge strong alliances and building trade relationships, drive seasonal awareness and education, and build competitive value propositions for Australian table grapes,” Jesse said.
“I believe the true value of developing this brand over this five-year strategic program lies in the long-term impact it creates.
“This program provides a solid foundation for Australian Grapes as a brand, setting us on the cusp of significant growth. We’re not just building recognition today – this program is about establishing a legacy that will strengthen our market position for years to come.”
The program will be overseen by an independent project reference group, which will provide guidance on annual marketing planning to ensure the investment meets the needs of levy payers.
Media contact: Terryn Milner | 0438 316 339