resource booklet, and a series of video segments that provide an overview of Australian almonds and the many ways they can
markets, a suite of activities has been undertaken by the ABA, together with direct involvement from Australia’s major almond exporters. These market development activities focus on two key export regions: India and China. In
Over the past three years, an educational program has informed the nutritional benefits of eating almonds to key health professionals, including general practitioners (GPs), dietitians and fitness advisors.
be used in the kitchen. A competition was launched at the Fine Food Shows in Melbourne and Sydney with fliers distributed encouraging food service students, chefs and consumers to enter
2009/10, the ABA coordinated trips to both India and China - providing opportunities for participants to develop useful networks and undertake market research necessary to understand further export development initiatives.
an online recipe competition, with over 400 recipes received. Consumer Crusade
It is important for the Australian almond industry to continue its educational work surrounding the nutritional role almonds play in a healthy daily diet, with a particular focus on the healthy fats in almonds. In 2010, educational resources distributed to health professionals included a document outlining the relationship between almond consumption and lowering LDL cholesterol to reduce the risk of heart disease . The successful heart-shaped almond tin, designed to hold the recommended 30 gram portion of almonds for a healthy daily diet was also distributed. The tin has been embraced by the target audience and passed on to their clients/patients. Taste & Flavour Rules! their restaurants and cafes and are an important source of ideas that filter back into homes and kitchens. Food service professionals in Australia do not currently have a high level of knowledge about the nutritional and health benefits of adding almonds to their menus and food products. Whilst an educational program directed at health professionals has been undertaken, a systematic communication program directed toward food service has been lacking in the past. A project is now underway to develop a portfolio of educational resources that covers the key health benefits of eating almonds, their taste characteristics and versatility in recipies. This educational portfolio combines both printed and electronic media, and introduces Stefano de Pieri, a renowned cook from the Mildura region and Australian Almond Ambassador, as the lead educator for the program. It features a The Australian food service industry plays a significant role in the consumption of food. They influence the foods people eat within
The visit to China in May 2010 also coincided with SIAL China 2010, China’s largest exhibition for the food, beverage and hospitality industries. It enabled participants the opportunity to gain a broader understanding of the Chinese market. This tour concluded with attendance at the 29th World Nut & Dried Fruit Congress in Beijing, with a record breaking attendance of more than 850 delegates. 2011 will again place a major focus on international marketing, with planned involvement at:
2010 saw the implementation of new key marketing activities throughout the year. The introduction of a ‘Fuelling Fitness for Netball’ competition running throughout July asking for entrants to ‘Tell us in 100 words or less’ what their netball club would do with one of five $1000 grants from Australian Almonds. The competition had over 550 entries from all states of Australia, ranging from poems and rhymes, to pleas from clubs to help repair or replace their ageing equipment. Finalists were chosen based on creativity,
• Gulfoods, Dubai in February; • Hofex, Hong Kong in May; and • Anuga, Germany in October.
and winning entries covered each state in Australia. The ABA is intending to run the competition again in 2011 during netball season to re- enforce our message to the
An industry networking function may be conducted by the ABA in India, to coincide with the release of the 2011 crop estimates figures. The ABA plans to continue its strong relationship with the Indian market, and a key focus of the planned
Australian netball community.
Our blossom season was also strengthened this year by the addition
activities for the upcoming year are to gain and capitalise on a more detailed understanding of consumer preferences, market demographics and the potential of health benefit education. A marketing plan is being developed to create a sustainable and profitable long-term export market for the Australian Almond Industry.
of click through advertising banners on www.womansday. com.au and the
ABA website during August, linking directly to the recipe section of australianalmonds.com.au
International Marketing in 2010 and beyond
Australia is the second largest exporter of almonds, exporting to more than 30 countries around the globe and our production and export capacity continues to expand. To enhance Australia’s ability to further develop export opportunities into both existing and emerging
For further information contact: Joseph Ebbage Marketing Program Manager Almond Board of Australia E: firstname.lastname@example.org