Marketing Matters Due to the flowering and weather issues impacting on the 2011 Australian almond crop, this season’s tonnage was 17,000 tonnes less than originally forecast and despite some quality concerns has been sold some months short of the marketing year. As a result of limited availability of Australian product, our domestic marketing program has been adapted – in particular our Almond Driver program. the opportunity to promote almonds as an ideal sports recovery snack. In regard to the later, there was a very positive response from several nut marketers present at the Fine Foods Show. They requested that the industry consider developing a ‘sports recovery’ logo that they could use on multi-packs of almonds and this is being investigated. Joseph Ebbage Marketing Program Manager
Educating Health Professionals The Educating Health Professional program continued with our participation at GPCE Melbourne. Over 380 doctors and practice nurses requested our educational kits that consist of 12 x 30gm heart-shaped almond tins and our latest health information cards. We now have a significant database of health professionals to whom we have sent these kits: 1,637 doctors, nurses and practice managers from the past four years of GP conferences and 858 dietitians, sports dietitians and exercise physiologists. During January 2012, we will be sending each of these contacts a large heart-shaped tin containing 200gm of dry roasted almonds as well as a health information update. The objective of this promotion is to increase their advocacy of almonds.. Our other almond snacking tin promotion planned for January and February will focus on cricket coaches and their players. We will offer 1,000 cricket coaches the opportunity to receive a dozen filled ‘cricket tins’ for their players. The feature of this program will be our specially designed almond snack tins to emulate a cricket ball. We have also commissioned our program dietitian and Almond Ambassador, Sara Grafenauer, to summarize the latest health research into almonds with a particular focus on heart health, diabetes and weight management. This review will be the basis of our health and nutrition education programs for 2012.
The magazine advertising planned to support the Christmas promotion and the was cancelled but the point of sale posters as well as shelf wobblers with the ‘Celebrate Christmas’ theme were provided to a number of Driver Program partners. The Advertising investment for the ‘New Year, New Heart’ promotion has also been saved will now be used to support our 2012 ‘New Season’ promotion. promotion will feature new creative imagery that highlights the great taste of almonds fresh from our orchards. This creative will be utilized in advertisements, posters, shelf-wobblers, and stickers for retail packs, cartons and display bins. The advertising schedule for our New Season promotion will cover food titles such as BBC Good Food and Superfood Ideas as well as Men’s and Women’s health magazines. We will also be advertising our New Season almonds on the most popular online recipe site, www.taste.com.au Fine Foods 2011 One of the annual Driver Program activities was our exhibition at the September Fine Foods Show in Sydney. This year we highlighted the opportunity to merchandise natural sliced almonds with prepared salads in the retail environment as well as 2012 New Season Campaign The New Season Australian Almond
It’s almond season.
FRESH picked P R O D U C E O F A U S T R A L I A
Australian Almonds www.australianalmonds.com.au
2011 October8-12 All four Australian almond marketers were present within the Australian pavilion at the recent Anuga Food Fair in Cologne, Germany. This expo ran from October 8 to 12 with more than 155,000 people visiting the 6,500 exhibitors at the Fair. The Australian almond industry was represented by Almondco, Nut Producers Australia, Olam and Select Harvest. Preparations are underway for the two other major exhibitions for this financial year: namely, Gulfoods in Dubai (February) and the International Nut and Dried Fruit Council (INC) XXXI World Nut & Dried Fruit Congress in Singapore (May).
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