Planting digital seeds of success in China

A partnership between Austrade and Hort Innovation Australia is supporting horticulture growers and exporters to build reputation and market share in China.

The two organisations are working together to deliver a program of activities that promote and deliver trade outcomes for Australian horticulture growers and exporters.

These include campaigns on China’s premier social media platform WeChat timed to coincide with major Chinese festivals such as Lunar New Year. These campaigns have profiled Australia’s finest quality produce, including summer fruit, table grapes and citrus varieties.

A strategic longer-term joint approach which focused on how to work alongside China’s abundant bloggers and “foodies” has also resulted in increased engagement and subscribers to specific marketing accounts.

Online marketing strategies are typically complemented with activities such as targeted sampling and in-store tastings at supermarkets and other venues.

A recent Taste of Australia promotion invited consumers to sample a new Australian grape-flavoured ice-cream (developed in conjunction with Hort Innovation and a local business). The promotion was advertised through social and traditional media channels.

Austrade and Hort Innovation will continue to share marketing insights and content that is effective in reaching Chinese audiences and assist Australian horticultural exporters to enter and expand in China.

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