Spanning the pristine Yarra Valley to the Victorian High Country, CherryHill has Australia's longest cherry-growing season, from early November through to February. It’s known for producing full-flavour fruit of amazing quality, as well as for its exceptional branding, memorable cherry-picking experiences and wide range of cherry-based products.
Protecting against fakes
Marketing Manager Vanessa Tang said that the rise of counterfeiting in the fresh produce industry is a growing concern for the brand, and CherryHill wants to be at the forefront of protecting its brand against fakes. “Australian cherries were not even ripe yet, and shoppers overseas were buying fakes labelled CherryHill - the cherries were not the real thing, and people were getting ripped off,” she said.
Creating trusted on-product experiences with Laava Smart Fingerprints ®
The addition of Laava Smart Fingerprints ® on CherryHill boxes gives the brand an unprecedented level of protection, by offering consumers the opportunity to verify the authenticity of each individual box. “It’s exciting for Laava to work with a business with such a strong focus on brand and consumer engagement as CherryHill. We’ve been partnering towards this goal since early this year. Vanessa and her team have put an enormous amount of effort into the design of their Laava-enabled secure smart labels, and raising consumer awareness via an innovative social media and promotional strategy,” Laava Joint CEO and Commercial Director Gavin Ger said.
“Cherries have a special place in many important celebrations, and they’re often purchased as gifts. CherryHill consumers will this year have the ability to confirm that the cherries they buy to give as gifts are the quality, premium fruit that CherryHill delivers.”
Simply using the browser on their smartphone or Laava’s WeChat mini-program, consumers scan the Fingerprint to see a results screen verifying the product, or a ‘suspected counterfeit’ message. The results screen also connects the consumer with the CherryHill brand story - photos of the orchards and fruit-picking, event invitations, and opportunities to engage more deeply.
The addition of Laava Smart Fingerprints ® has been integrated with high-quality finishes and other security features, indicative of the premium quality of CherryHill’s brand. CherryHill also carefully tailored two variants of their labels for their range of domestic and export markets.
Where to find Laava-protected CherryHill products
CherryHill boxes with the Fingerprints can be found domestically in:
- Costco , 2kg box available now and throughout the season
- Coles , 1kg Lunar New Year gift box available just before Lunar New Year
- a few independent stores.
All 1kg and 2kg CherryHill boxes bound for export markets will feature the Smart Fingerprints - sold across China, South Korea, Singapore, Hong Kong, Vietnam, Malaysia and Indonesia.
For more information:
Gavin Ger
Laava
Tel: + 61 402 023 703
Email: gavin@laava.id
Vanessa Tang
CherryHill
Tel: + 61 488 244 999
Email: vanessa.tang@cherryhill.com.au