In supermarkets in China, Malaysia and Thailand in the lead up to Chinese New Year Celebrations, Australian peaches, plums, nectarines and apricots are proving more popular than ever. Product launches have seen consumers lining up to get a taste of premium Australian produce. This was spurred by a targeted campaign being delivered with growers through the Hort Innovation Taste Australia initiative.
In Thailand, a Bangkok Tesco store showcased the produce with a wall of stone fruit and red lanterns to mark the lead up to Chinese New Year. Tesco produce category manager Lapa Leelarpeerapan said many customers were seeking premium Australian stone fruit. “Australian produce is good quality with a good taste,” she said. “We do sampling to let our customers try it, and they love it. These promotions have proven really successful.”
In China, the campaign recently launched at leading retail chain City Super, where high-end Chinese New Year stone fruit gift hampers and cooked samples created by local celebrity chef, Brian Tan, drew a crowd.
The Chinese New Year event we held for Australian stone fruit has received a massive welcome from our elite shoppers and members,” he said. “Premium Australian fruits are very popular in China, so we are thrilled to be a long-term retail partner with Taste Australia.”
The stone fruit campaign will continue in Chinese retail outlets until March with regular sampling in supermarkets across Beijing and Shanghai, livestreaming, promotions and We-Chat.
At the same time, Australian growers and exporters – Montague, T&G Global, LPG Cutri Fruit Global and Nutrafruit for the Queen Garnet plum variety – will participate in industry co-promotions in various areas of China including tailored events at wholesale markets and more.