Mer Merchandising and handising and pr promoting omoting Tasmanian asmanian Vegeta getables bles
We are not growers. We are in the Food Industry.
The industry is full of colour but are we making the most of it?
If carrots can be re- imagined, what are the rest of us doing? Coolness is king. To win the minds and stomachs of our future consumers, produce must be cool
Innovation – who is doing it?
If the industry isn’t educating who is?
Does it have appetite appeal?
Our Produce delights the senses
We add colour and freshness and aroma.
Women’s Weekly Demonstration Kitchen Royal Sydney Show 2010
Fine Food Melbourne 2008 Restaurant 09 Restaurant 09 Fine Food Melbourne 2008
A post card teaser was sent to all Sydney retailers to kick off the 2011 season
Price Tickets for Retail
The aprons and badges were received extremely well by retailers Many were excited upon receiving their promotional merchandise and felt involved in the cool climate seasonal message
“The recipe point of sale had good reactions from my customers & increased purchases of vegetables” • “My customers love the recipe cards, we’ve had customers ask when we had new ones in as they were collecting them
“ Customers asked questions about the Tassie region after seeing the Point of Sale material”
“I noticed more customers buying Tassie produce after seeing the POS, they knew where it was from and trust Tasmanian grown”
Comments from the Campaign “It was good to see support in store, the retailers • are doing it tough” “My customers loved having an APG staff member • in store, it made them feel exclusive” “Some retailers said that their customers liked • the recipe pads and colourful posters (price tickets)” “The Tasmanian media tour was amazing, I was • lucky to go” “Good to see that the Tassie guys are marketing • their product, even if it’s not such a good year for them produce- wise” • “It would be good to see Tassie growers in • Sydney Markets more often”
Media Tour NW Coast Vegetable Region 2 nd – 3 rd February 2011 Guests included Sydney retailers • – Harris Farm and Best Fresh – Sampson’s Fruit and Vegetable Wholesalers Journalists from • • Mind Food • Country Style • Freelance Journalist (Sydney Morning Herald) • 40 Degrees South • ABC Radio Tasmania • Blogger Not Quite Nigella
The objectives of the tour • Communicate the “Cool Climate Vegetable” story articulating the consumer benefits of vegetables grown in Tasmanian spring and summer with the notion of “Best in Season Vegetables” • Physically demonstrate the breadth and quality of the vegetables produced in Tasmania during the Australian summer – and to experience the produce. • Demonstrate a unique insight into the Tasmanian vegetable industry, our food and region – and provide rich, varied and topical stories that have consumer appeal
Hill’s Transplants
Simplot
Brandsema’s Tomatoes
Daly’s Purple Gems Milton Farm Wasabi Milton Farm Wasabi
Forest Hill Organics
Premium Fresh
Harvest Moon
Lunch by Daniel Alps featuring Tasmanian Vegetables
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