A targeted campaign across Vietnam and Malaysia featuring luxury gift boxes filled with premium Australian cherries has resulted in close to 4000 boxes sold. And consumers still want more.
This combined effort from Taste Australia, a joint initiative led by Hort Innovation with Australian growers and AUSTRADE, and five leading importers was timed to support sales activities in the lead up to the Lunar New Year peak season.
According to Hort Innovation head of trade, Brei Montgomery, the aim of the campaign was to educate importers, retail partners, influencers, media and most importantly consumers on the premium nature and high quality of Australian cherries – and the results were encouraging.
Source: horticulture.com.au