Hort Innovation aims to work on extensive projects that accelerate local and global demand of Australian horticulture products. To aid growers in making strategic decisions that ladder up to this ambition, it supports by providing understanding into the consumer insights impacting the industry. This allows for informed planning and demand creation.
Hort IQ, Hort Innovation's proprietary, one stop shop for data and insights, enhances grower's understanding of Australians who purchase fruit, vegetable and nuts. It provides powerful insights designed to fuel growth and offers access to comprehensive data about the market landscape, consumer needs, buying trends, and consumer perceptions.
To continue to offer the most up to date data in horticulture, Hort Innovation has recently extended one of its contracts to offer more comprehensive consumer usage and perception data on the platform, specifically extending the duration of the partnership with delivery partner, Fiftyfive5, part of Accenture Song, and enhancing the offering for nut categories.
This contract extension is a cornerstone for future growth. By leveraging learnings from the foundational domestic demand spaces project (MT21003) and subsequent consumer attitudes and usage project (MT23201), this initiative will serve as the bedrock for demonstrating, measuring, and validating the performance of various demand creation strategies. The program also complements existing consumer purchasing tracking (MT21004), enabling a holistic view of consumer behavior.
Each industry covered by this contract is poised to benefit from access to improved consumer knowledge, attitudes, and purchase intent, aligning with the Strategic Investment Plans of participating sectors. From temperate and tropical fruits to berries, nuts, and vegetables, the breadth of this initiative ensures that consumer performance can be consistently monitored and reconciled against ongoing priorities and opportunities.
Thought leadership modules will delve into high-level issues affecting consumer demand, for example sustainability, cost of living, provenance, snacking behavior, and shopping habits. These findings will be presented through engaging webinars, ensuring that growers and other stakeholders are well informed and equipped to make strategic decisions.
Hort Innovation's latest contract marks a significant milestone in the horticulture industry's journey towards enhanced consumer understanding. With a robust framework for tracking and analysing consumer behavior, the sector is well positioned to thrive and adapt to evolving market dynamics. This program promises to deliver actionable insights that will drive growth, foster innovation, and ultimately elevate the horticulture industry to new heights.
The consumer usage and attitude tracking 25/26 project (MT24201) is a strategic levy investment under the Hort Innovation Almond, Apple & Pear/Apple, Avocado, Banana, Cherry, Chestnut, Citrus, Custard Apple, Lychee, Macadamia, Mango, Melon, Mushroom, Onion, Papaya, Passionfruit, Persimmon, Pineapple, Pistachio, Summerfruit, Sweet Potato, Table Grape, Vegetable, Rubus, Strawberry, Processing Potato, Fresh Potato research and development levies.
