With more than 18,000 tonnes of Australian Cherries harvested, packed and exported worldwide, Hort Innovation, in partnership with Cherry Growers Australia and Austrade is putting this premium fruit in the global spotlight through international marketing programs in Vietnam, Hong Kong and Mainland China.
These initiatives aim to showcase the premium quality, freshness and sweetness of Australian-grown cherries. Along with promoting our speed to market in key export countries - Australian growers deliver the freshest cherries to Asia, airfreighted from orchard to consumers within 72 hours, for unmatched quality and taste.
The season launch events are designed to build strong demand during peak season, showcasing Australian Cherries with leading retailers, importers and media. They aim to inspire, engage and educate local partners about the product quality and taste, featuring insights from industry representatives, live tasting sessions, and interactive discussions with trade and media partners.
Vietnam: Launched December 2 with an exclusive event in Ho Chi Minh City. Local partners, retailers and media were invited to experience premium cherries through a culinary showcase and learn about the care behind Australia's strict quality standards.
Hong Kong: On December 4, Australian cherries took centre stage at a launch event at Michelin-starred Duddell's. Guests enjoyed a guided tasting led by Chef Chan Yau Leung and met growers to learn about the care behind the beloved Australian fruit. A consumer activation will further boost visibility and excitement for Australian cherries following this launch event. Featuring a new mascot, Karu the kangaroo, it promises to build brand awareness via influencer content and paid online media on Foodpanda, one of Hong Kong's leading food delivery apps.
Mainland China: In Shanghai on December 9, Australian cherries brought the vibrant taste of summer to the Jing'an Shangri-La Hotel, where growers and industry representatives officially launched the new season. Guests enjoyed an immersive tasting experience, met growers, and learned about the premium product.
Karina Keisler, GM of Marketing and Communications at Hort Innovation spoke to why international marketing is essential for Australian cherries and the sector more broadly: "International marketing is a vital part of supporting our growers and building demand for Australian produce. These campaigns not only showcase the exceptional quality of our cherries but also strengthen Australia's reputation in competitive global markets."
Penny Measham, CEO at Cherry Growers Australia added: "For Australian cherry growers, these international campaigns are about more than promotion, they are about connection. Each cherry represents the care and expertise of our growers and the trust of consumers across Asia who appreciate Australia's commitment to quality and freshness. We are proud to see Australian cherries enjoyed in Vietnam, Hong Kong and China, and to continue strengthening these relationships with our trading partners."
By connecting Australian cherries with importers, retailers and consumers across Asia, these campaigns help growers capture value in competitive markets and celebrate the exceptional quality of Australian horticulture.
Further marketing activity is set to take place in Taiwan in January 2026.
These initiatives are funded by Hort Innovation, using the Cherry marketing levy.
