Landmark international programme set to boost Australian Grapes brand

Published 2024년 12월 3일

Tridge summary

The Australian Table Grape Association (ATGA) has been awarded a five-year, Hort Innovation-funded marketing programme aimed at boosting the global competitiveness of Australian table grapes. The programme will focus on industry consultation, retail and e-commerce initiatives, media and influencer engagement, trade events, branding and asset development, and market intelligence enhancement. Leveraging a significant investment, the initiative seeks to enhance the industry's export prospects by fostering innovation, bolstering global presence, and providing opportunities for producers and exporters to spearhead marketing campaigns and trade activities. Overseen by an independent project reference group, the programme aims to leave a lasting legacy in establishing a robust brand identity and competitive position for Australian table grapes in the international market.

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Original content

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 one of Australia’s most highly valued horticulture exports strategically long-term. The programme aims to elevate Australian table grapes through a multi-pronged approach, including industry consultation, retail and e-commerce programmes, media and influencer engagement, trade events and networking opportunities, branding and asset development, and market intelligence amplification. ATGA chief executive, Jeff Scott said he was thrilled to secure the programme and to forge ahead with the backing of Hort Innovation. “Securing this landmark five-year marketing programme marks a pivotal moment for our industry,” 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 ...

Source: Fruitnet