almonds, particularly in the Middle East, which is a crucial market for Australian almonds. We engaged a food bloggist from Dubai to contribute a couple of almond recipe ideas that we featured on our website and facebook pages. We also had some Australian Muslim bloggers contribute their ideas as well. Developing our ability to have a conversation around almonds and Ramadan will be important as we work towards growing the ‘Australian Almond’ brand within Asia. In August, our focus has been on advertising the natural beauty of our blossom season. The imagery speaks powerfully of Australian almonds as ‘naturally healthy’. It also helps connect our consumers with our growers and orchards. Again, these themes are communicated via our website and facebook pages. At the end of June, we promoted Australian almonds at the Sydney Good Food Show. This is one of Australia’s largest consumer food expos. We distributed over 3000 samples of dry roasted almonds. As these almonds were freshly roasted, we attracted an overwhelmingly positive reaction. The on-going mission for our Australian almond marketing program is to work with our wholesalers and retailers to develop new packaging and supply chain innovations that deliver that great taste of freshly roasted almonds in-store.
follow-up education packs that feature our 30gm almond snack tins.
During the last quarter, we exhibited at the annual Fitness Expo in Melbourne, the Sports Dietitians Biennial Conference in Adelaide and the Dietitians Association of Australia’s (DAA) annual conference in Brisbane. The Fitness Expo and Sports Dietitians conference were held in April and the DAA conference was held in May. Over the course of these exhibitions, we communicated our message to more than 3000 health professionals. From a consumer perspective, we advertised during May and June, the taste and nutritional benefits of our almonds via print magazines, online and product sampling. Our advertising targeted consumers interested in a healthy lifestyle. The publications selected to carry our advertising were the ‘Mens Health’ and ‘Womens Health’ magazines. We also advertised with the Fitness First gyms group utilising their magazines, in-gym digital displays as well as offering 20,000 of our heart-shaped snack tins via a sampling program in Brisbane and Melbourne. In June, we appointed the Fireworks PR agency to assist with our social media and PR activities. We are utilising our consumer website – www.amazingalmonds.com.au – and our facebook site – www. facebook.com/australianalmonds - to promote new recipes ideas and our health and nutrition message. During July, as a way of linking our domestic and export marketing programs, we ran our first set of recipe ideas and stories around Ramadan. This is a very important time for the consumption of