Good Food & Wine Shows The Good Food and Wine Shows held in Melbourne, Sydney and Brisbane in 2008 again provided a key marketing platform for promoting almond consumption. A staggering 77,653 visitors attended the Melbourne and Sydney shows. With over 600 exhibits at each show, there were a multitude of things to see, try and buy. The ‘Celebrity Theatre’ this year was a major drawcard to the shows, patrons vying to catch a glimpse of the infamous chef Gordon Ramsay and see his antics in the kitchen first hand. The ABA’s “Australian Almonds” stand was extremely popular, with our new marketing materials giving the stand an added facelift. People were able to purchase almond snack tins, obtain copies of our recipe cards and most importantly, sample a handful of almonds. Our key message to consumers was well received, with many people keen to understand how better to include almonds in a healthy diet. In 2009 will again see us exhibiting at the Good Food & Wine Shows in these three cities. A range of new materials will be launched at these shows, including a new almond tin design. The ABA’s new marketing concepts will be highlighted at our upcoming Almond Marketing Forum on April 2nd in Melbourne. (See page 2 for more details regarding the forum). GPCE Melbourne GPCE (General Practitioners Conference and Exhibition) is Australia’s premier primary care event, organised by GPs for GPs. It offers a program including informative seminars and hands-on workshops in a unique face-to-face format providing opportunities to assist GP’s in attaining medical education and professional accreditation, as well as being integrated with Australia’s largest primary care exhibition. The opportunity exists for Australian almonds to become the ‘first choice’ of nuts for GP’s when they are giving
nutritional advice to their patients and clients. Our aim is to raise the profile of Australian almonds as a good tasting, healthy snack, and to offer the GP’s the opportunity to receive a free carton of our heart-shaped snack tins to give to their clients and patients. Over 340 GP’s attending the conference registered their names and addresses with our exhibition team, for inclusion on the ABA’s database. This ever increasing list of health professional contacts will be an extremely valuable asset as we look to communicate findings from our key health research reports, currently under development. A good example of this is the ‘Almonds and Lowering LDL cholesterol’ report that we will email, prior our next exhibition at the Sydney GPCE conference in May 2009. The ABA, staffed by an accredited dietitian for the shows entirety, proved very successful in communicating the nutritional science behind our almond health claims. It is envisaged that we will use an accredited dietitian for future health professional conferences. This activity receives funding support through Horticulture Australia Limited (HAL) project AL07017: Educating Health Professionals as to the Health Benefits of Almond Consumption.
Single Visits Re-visits
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Infamous celebrity chef Gordon Ramsay appeared at the Sydney and Melbourne Good
Food & Wine shows in 2008
The domestic "Australian Almonds" stand, where consumers can sample a handful of almonds and learn about some of the benefits of how to include almonds in a healthy diet.