“Building Demand for Australian Almonds” was the key theme for the ABA‟s Almond Marketing Forum held in Melbourne on April 15th. More than 50 people attended the day, with representation spanning the almond industry supply chain and building momentum on from last year‟s first Almond Marketing Forum. Forum attendees enjoyed presentations showcasing the ABA‟s 2007/08 Marketing
Program and outlining the underlying consumer and nutritional research that supports this program.
Throughout the day, the three main channels to “Build Demand for Australian Almonds” were explored, namely:
Direct to Consumer Via Trade Via Health Professionals
An external perspective was brought by David Chenu, Domestic Marketing Manager for HAL, who provided case studies of the marketing activities adopted by two major horticultural industries, apples and avocados. The extensive media campaign recently undertaken by the apple industry was of particular interest to those in attendance. Special thanks also to Lisa Yates and Chris Joyce for their informative update on the Nuts for Life Campaign and future directions. A copy of Marketing Forum presentations is available on CD Rom from the ABA office .
Pictured left: The Apple Report: A Nutrition and Health Review, recently released by HAL for the Australia Apple Industry, outlining key health aspects of apples.