Snackables was launched on the Australian market back in 2018, when Harvest Moon had the first of our semi commercial crop of speciality carrots. Back then the company was partnered with Harris Farms, a Sydney based premium retailer who were very supportive of our vision with Snackables.
"At first a lot of people viewed Snackables as just another carrot, but we were strident in our messaging that it wasn’t just a carrot, it was a ‘snacking carrot’. We were surprised how quickly this caught on and how receptive people were to the messaging," explains Nathan Bischa from Harvest Moon.
Now, in addition to Australia Snackables in also available in Singapore, Malaysia and Borneo.
"This will be the second year that we have presented Snackables at Asia Fruit Logistica. Last year was more about gauging interest as we didn’t have lot to sell. This year we will be promoting more heavily so we are keen to talk to as many people as possible about Snackables.
"We have a very good understanding of Australian consumers and how they respond and how we talk to them. Each Asian country is very different and we understand that all Asian consumers are very different from each other. The messaging will be different in each country. We are looking for key partners in each country that know their consumers well and have experience in engaging with consumers, so that we can work with them on the market segments to target and the messaging to these consumers."
Harvest Moon hope to partner with the best retailers and supply chain specialists in each country and to develop the category.
"It is a joint effort that involves all in the supply chain to embrace the category and the opportunities for increasing consumption of vegetables by providing consumers with another option other than sugary and high sodium products. We will also be introducing the Snackable Radish this year, which is in only its first year of trials. Already we are seeing better than expected demand in Australia and we feel that Snackable Radish will be well received throughout Asia as it is in Australia.
Nathan said that they understand that not a lot of countries are used to eating carrots raw, even if it is a sweet carrot. Snackables are a very diverse product that eats very well cooked as the cooking process brings out the sugars in the carrot and its eating qualities are further enhanced.
"We feel that the whole nature of Snackables and the fact that they are not processed but are grown and packed under strict Australian quality assurance protocols will resonate with Asian consumers so that they trust that Snackables delivers both on eating quality but also food safety."
Harvest Moon grows and supplies a wide range of vegetables from all over Australia, all year round. They have been exporting conventional carrots and onions all around the world for over 30 years.
"We also grow and ship a lot of pumpkin, broccoli and cauliflower into Asia. Other products that we grow and supply include cabbage, celery, Brussel sprouts, baby spinach, beans, Asian greens, lettuce, scallions, fennel, swedes and beetroot, among others. For many of our customers we are a one stop shop straight from the grower for all of their vegetable needs. We are keen to talk to other customers on all of our products and what we can offer them by partnering with Harvest Moon."
Asia Fruit Logistica Hall 3 3Q11