Ruby Rise Red Papaya is 100% Australian-grown and owned. The team behind this fantastic new brand of red papaya are MacKay’s Marketing and the MacKay family. Mackay’s Marketing is a family owned business that is closely aligned with other farming families supplying fresh and healthy produce from Far North Queensland to major retailers and independents across Australia.
“Our business has been predominantly focused around bananas and avocados, but in recent times we have collaborated with growers to expand into red papaya. Papaya is a healthy and nutritious fruit that we believe will play a major role in our diets in the future, and we see a great opportunity to help educate Australian families around healthy food choices. We look forward to sharing our specially selected Ruby Rise Red Papaya, so everyone can Taste the Supergoodness” said Richard Clayton (CEO, MacKay’s Marketing).
MacKay’s Marketing has been growing and selling red papaya under the brands Red Hill and Reblo for the last 10 years and saw an opportunity to launch a new papaya brand that spoke directly to a younger target audience including young families, millennials, Gen Y and Gen X who care about their general health and wellbeing.
But research shows that 9 out of 10 Aussie households don’t eat red papaya. Why? There’s a lack of knowledge around how to prepare and eat it, an unfamiliarity with the taste and confusion with pawpaw.
MacKay’s Marketing will support the Ruby Rise brand with a new website, sampling and demonstrations, POS and a social media campaign educating consumers with a brand video, providence grower series, how-to prepare videos and health and wellbeing credentials. This will be amplified via engaging food & health social media influencers who will dish up daily recipe inspiration with a focus on introducing and celebrating something new and homegrown.
MacKay’s Marketing aims to encourage consumers to incorporate the supergoodness of Ruby Rise Red Papaya into their lives every day, not just on special occasions. “Inconsistent quality and supply have also restricted growth in the papaya category, but we are aiming to change that,” says Richard. “To increase supply, MacKay’s Marketing are planting more acreage and partnering with existing banana suppliers to start growing Ruby Rise Red Papaya. We’ve also developed geographic diversification of growing areas for greater consistency of supply and quality,” he says.
MacKay’s Marketing have invested in internal breeding programs, standardised growing practices and quality control programs, including implementing robust packing and growing specifications, conducting ongoing field days and ensuring grower support with agronomists and technical and quality assurance officers.
“We’re using our tremendous experience in the tropical fruit growing industry to put all of our knowledge and passion into this small but, we believe, emerging category,” says Barrie MacKay (Managing Director of MacKay’s Farming Group).
Bursting with incredible natural flavour from our country’s rich soils, tropical sunshine and bountiful rain, each Ruby Rise Red Papaya is hand-picked with lots of tender loving care by the MacKay family in Far North Queensland. Ruby Rise Red Papaya is available at Coles supermarkets.
For more information:
Alana Kaye
alana@thebamboogarden.com.au
+61 426 102 016