Marketing Matters Joseph Ebbage Marketing Program Manager Marketing a Record Crop
2013 will set a number of marketing records for the Australian almond industry: the size of our crop will take us to new heights; our domestic ‘New Season’ promotional campaign will be our largest single program ever undertaken; and our international trade conference calendar is expanding. An important new element in our 2013 New Season promotion will be the key role of our growers in talking about the great taste and health attributes of Australian almonds. We know from a recent Essential Research report 1 , that the industry most trusted to act in Australia’s best interests is agriculture. We are also aware that increasingly, people like to know where their food is grown, and who is growing it. Creating a relationship between our growers and our consumers will help build a greater personal interest in almonds and we will feature a number of almond growers across a range of advertising and in-store point of sale promotions. We will focus our advertising during April and May via online recipe, health and news sites. This allows us to utilise photos and images taken during this year’s harvest in March. The online environment will also allow us to tailor the timing of our advertising to support major in-store promotions. Trade and Consumer Promotions The Almond Board of Australia will once again participate in the The Australian Nut Conference held in Melbourne during March. Held biennially, it is the largest conference encompassing all aspects of Australia’s nut industry. This conference provides an opportunity to showcase our marketing and promotional material as well as provide an overview of our forecast 2013 crop. During early June we will be promoting Australian Almonds at the Good Food & Wine Show in Melbourne - Australia’s largest and fastest growing consumer food and wine exhibition.
International Trade Fairs
In 2013 the show will play host to celebrity chefs such as Maggie Beer, Matt Moran and many more. This year’s almond stand will focus on the amazing taste of home-roasted almonds, and include samples and promotional literature outlining the health benefits of almonds. Health Professional Conferences The 2013 health professional conference calendar will target fitness professionals and General Practice doctors and nurses. General Practice nurses who attend GPCE Sydney will be a new focus in 2013, as will their growing role in delivering community health programs from the GP clinic.
The ABA and Australian almond marketers have expanded the international trade fair program for 2013. The program for the new season crop will include shows in Eastern and Western Europe, the Middle East as well as South-East and East Asia. In September 2012, we exhibited in Moscow for the first time at World Food Moscow and followed this with an exhibition at Sial in Paris in October. This year, we have again visited Dubai with a major exhibition at Gulfoods, one of the world’s largest international food fairs. This promotion was supported by the Victorian Government’s Department of Business and Innovation, providing grant funding and Agriculture Minister for the Victorian Government, Mr Peter Walsh, opening a well attended industry networking forum. Food and Hotel Indonesia, taking place in Jakarta from April 10 to 13 this year will also be supported by the Victorian Government. This will be our first industry exhibition in the Indonesian market. We follow up the Indonesian exhibition by participating in the Hofex Fair in Hong Kong which runs from May 7 to 10. For further information contact: Joseph Ebbage Marketing Program Manager Almond Board of Australia P 0407 543 340 E: email@example.com
Domestic Promotions Calendar 2013
ANC (Australian Nut Conference) Good Food & Wine Show
March 18 - 20 Melbourne
June 7 - 10 Melbourne
March 19 - 20 Canberra April 19 - 21 Sydney May 17 - 19 Sydney
1 Essential Research Report, 21 January, 2013 This report summarises the results of a weekly omnibus survey conducted online by Essential Research with 1007 participants.