Export Marketing Program Australian Almonds at ANUGA, Germany 2009
The central objective of the ABA export marketing program is to continue growing demand for Australian almonds internationally.
they remained stable overall. The number of exhibitors, 6,522 suppliers from 97 countries, also remained unchanged at its previous level.
Some of the strategies the ABA has adopted to achieve this objective are to: Promote Australian Almonds • and the Australian Almond Industry at export trade fairs Provide a platform for • exporters to promote their products at export trade fairs Disseminate Australian • almond industry information to export contacts, encompassing planting, production, sales data, and crop forecasts Provide ongoing • with export contacts in the form of newsletters, announcements, including details of key events, programs and updates. The Australian almond industry has identified four core export regions: Europe, the Middle East, India and Asia. The promotion of Australian almonds at the Anuga Food Fair in Cologne, Germany, is an important part of our annual export marketing program, particularly to Europe. The Anuga Food Fair is one of the world’s largest expos within the food and beverage industry. It is held every two years in Cologne, Germany. The ABA has been promoting Australian almonds at Anuga since 2005. The first promotion in 2005 was part of a wider Australian Pavilion managed by Austrade. The 2007 and 2009 exhibitions were joint promotions between the Australian Almond and Australian Macadamia industries. trade visitors from more than 180 countries came to the fair, with communication Approximately 153,500
The objective of our exhibition at Anuga is to provide a platform to promote Australian almonds and the Australian almond industry, in addition to providing an opportunity for Australian almond exporters to showcase their products and develop export contacts. Australia's three major almond marketers were represented at Anuga: namely Brenton Woolston from Almondco, Laurence Van Driel from Select Harvests and Nigel Carey from Nut Producers Australia. We had 92 visitors to our promotional stand from 36 countries. The table below breaks down the visitor total into regional area. The greatest number of visitors came from Europe (45 visitors from 15 countries), the Middle East (23 visitors from11 countries) and Asia (15 visitors from 6 countries. Europe 45 Middle East 23 Asia 15 North America 7 South Africa 1 Australia 1 TOTAL 92 Whilst some of the visitors were discovering Australian almonds for the first time, the majority of visitors had made a conscious effort to visit our stand. They had either heard of Australian almonds and wanted to know more, or had purchased Australian almonds from a distributor and were interested in buying direct.
This is a major departure from previous international promotions where the majority of visitors were not aware of the size or scale of our industry.
61 per cent (about 93,500) coming from abroad. These figures were slightly lower than those for the previous event, but