claim would enable marketers of almonds to make the above statements when selling almonds. Consumer Research Major findings from our consumer research studies were presented at the 2007 Almond Industry Conference. A “media friendly” report is currently being prepared for distribution later this year. Further qualitative research is being rolled out next month to further explore the findings from our quantitative studies. In addition to this, a minor consumer study will be undertaken on an annual basis to measure key issues addressed by our marketing program. Consumer Website The ABA’s website is about to undergo a major upgrade to better integrate the industry and consumer sections of the site, as well as enhancing many aspects of our current site design. Inclusion of a consumer database will become another avenue for communications direct to the consumer. Export Trade Shows Australian almonds will be promoted at both Food & Hotel Asia (Singapore) in April 2008 and SIAL (Paris) in October 2008. Raising awareness of our industry is key outcome from these shows, as well
as providing an opportunity for individual almond processors and marketers to undertake direct promotions. An expanding database of export contacts is being developed through our exposure at export shows, with a series of communications scheduled throughout the year. Industry Profile Pack Involvement in export shows and other activities are supported by a range of publications and materials promoting our industry and our product. These include: “A Guide to Australian Almonds”, a series of topical Fact Sheets packaged in our Australian Almonds folder, and the recently released Australian Almonds Statistics Report (see page 8-9). A promotional DVD for the industry is currently under development, which will assist all of us in presenting effective and consistent information about the industry. Further updates on the ABA’s almond marketing program will be provided at the Marketing Forum scheduled in Melbourne on Tuesday, 15 th April (further details to be advised shortly) and the Almond Industry Conference 29 th – 31 st October in the Barossa Valley, South Australia
Point of Sale (POS) Materials Our activities are supported by an expanded range of “Point of Sale” materials, including almond snack tins (pictured on page 4), recipe cards and consumer fact sheets. Materials are also available to the broader industry. Contact the ABA office for further details. Sponsorships Our ongoing relationships with Sports Dietitians Australia (SDA) and Australian Netballer, Bianca Chatfield will be further enhanced over the coming months, with almond promotions taking place at the SDA Conference in March as well as a number of key netball events during the season. PR & Nutritional Research The next phase of PR activities will target food writers and nutritionists. The aim is to raise awareness of the health benefits of almonds, with a key focus on “reducing the risk of heart disease” and “lowering of LDL cholesterol”. A research report currently being prepared by the University of Wollongong’s Smart Foods Centre will underpin this campaign, as well as an application to FSANZ for high level health claims. A successful
The 2008 Almond Marketing Campaign is well under way, reinforcing our core message of eating “a handful of almonds everyday”. Current activities are targeted towards the primary household buyer, females aged 31-56 years. Advertising A comprehensive series of magazine promotions is scheduled for the year, with a majority of advertising timed around the “new season” February to May. Five advertisements will appear in across a series of major publications including New Woman, Vogue Entertaining, Womens Health, Australian Table, Good Taste, Super Food Ideas and Donna Hay. Consumer Shows These events provide an excellent opportunity for direct consumer contact and sampling, supported by a new stand design effectively reinforces our current promotional campaign. As shown in the schedule below, the 2008 schedule includes the Royal Easter Show in Sydney and the Good Food and Wine Shows in Melbourne, Sydney and Brisbane.
Jan - May 2008
New Woman OK! Magazine Australian Table Good Taste Vogue Entertainment
Woman‟s Day (Cookbook)
Curves - Diane Magazine Superfood Ideas Donna Hay Magazine Sports Dietitians Conf. (Melb) Royal Easter Show (Syd) Food & Hotel Asia (Singapore) Good Food & Wine (Melb)