Domestic Marketing Program From a domestic marketing perspective, one of the highlights of the last quarter’s work was the Almond Blossom Photography Competition (opposite page). The photography competition offered five $500 prizes and we received more the 350 photographic entries. In August, our focus was on advertising the natural beauty of our blossom season. The imagery powerfully communicates Australian almonds as ‘naturally healthy’. It also helps connect our consumers with our growers and orchards. These themes were communicated via our website and Facebook pages. Complementing our ‘blossom promotion’ was some advertising on www.bestrecipes.com.au that featured ‘blossom-inspired’ cup cakes. Made from almond meal, they are also gluten-free. The cup cake recipes were on our Facebook site beside our almond blossom imagery and on our amazing almonds website. Health Professional Conferences Our ‘Educating Health Professionals’ program - AL12001 - continues until the end of August 2015. Australian almonds have been exhibited at two major health conferences in August and November:
Australian Diabetes Educators Conference This is a key conference for a number of health and medical professions involved in the prevention and management of diabetes. We distributed more the 2000 almond tins and fact sheets over the week with over 700 attendees requesting a follow-up pack of tins and brochures. GPCE Melbourne More than 1,500 GPs and GP nurses attended GPCE Melbourne, which was held at the Melbourne Exhibition and Convention Centre. The heart-shaped snack tins remained extremely popular with the delegates with more than 400 requesting follow-up packs of brochures and tins. The main messages communicated at these conferences related to the role of almonds in maintaining a healthy heart by lowering LDL cholesterol as well as in helping prevent Type 2 diabetes.
Domestic Sales Year to Date: The latest 2014/15 marketing year statistics show domestic sales have risen 11% for the first seven months of the marketing year. Domestic sales of Australian product are 11,834 tonnes, up 10% for the year to date. Imports are up 19% for the year to date to 953 tonnes bringing total domestic consumption to 16,208 tonnes.