Aussie Apple Marketing Program 2025

Webinar Presentation Slides

Last week, the Hort Innovation Marketing team invited and presented a webinar to growers and stakeholders looking inside the fundamental strategies and principles that form the current national Apple Marketing Program.

Based on a three stage approach, the apple marketing plan is co-designed with industry to follow:

  • develops diagnosis, strategies & tactics, with review of latest trends and consumer insights

  • develops a solid plan to follow including identifying 2 - 3 pillars with investment weightings,

  • develops specific activities to boost consumption with collaborations with delivery partners

The Strategic Marketing Panel (industry depicted below) consults and advises the marketing team by reviewing research data analysis that influences consumer buying behaviors. This ensures the team stays informed about industry trends, opportunities, and challenges that can affect demand and consumption. Together a plan and activation strategies is decided and approved. Industry is engaged with communications via APAL.

Key learnings to date:

  • Snacking is where apples shine over other fruits

  • Fits with the fact that people are snacking more with Gen Z prefering snacks over meals

  • Apples need to be more exciting

  • We need to focus on light buyers who lack emotional connection to apples.

For more information, you can reach out to the following team members:

Karina Keisler, GM Marketing and Communications: karina.keisler@horticulture.com.au

Lynda Pallone, Head of Marketing: lynda.pallone@horticulture.com.au

Joanna Krol-Slocombe, Marketing Manager (International): joanna.krol-slocombe@horticulture.com.au

Holly Jackson, Marketing Manager: holly.jackson@horticulture.com.au

Jason Hingston, Industry Services Delivery Manager: jason.hingston@horticulture.com.au

Nardia Stacy