Australian horticulture’s has a new export brand: ‘Grown in Good Nature’. The brand is set to launch at Asia Fruit Logistica in Bangkok next week. Developed by Hort Innovation in partnership with Austrade and in consultation with the industry, ‘Grown in Good Nature’ emphasizes how Australia grows some of the greatest, freshest produce in the world.
Growers and supply chain representatives from the avocado, cherry, citrus and table grape industries will showcase their produce at the new Asia Fruit Logistica stand. The event will offer the opportunity to develop new business, make new top-level contacts and gather essential market information on every aspect of the fresh produce trade throughout Asia.
Hort Innovation chief executive officer Brett Fifield: “Grown in Good Nature is spurred by clear signals from industry that expanding our presence in international markets is a priority. With the launch of Austrade’s Australia Nation Brand, there was an opportunity to work together to create a unified presence overseas while maintaining a horticulture-specific identity, and so, Grown in Good Nature was born.”
In the coming months, Grown in Good Nature marketing campaigns will launch in Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore and Thailand. The brand is underpinned by more than $58 mln in Hort Innovation export initiatives.
Source: horticulture.com.au