Peak industry body Apples and Pears Australia (APAL) will assist in delivering a national apple and pear marketing programme, following the departure of Horticulture Innovation Australia’s (HIAL) second marketing manager within the last six months.
APAL confirmed it will work with HIAL on the campaign over the next eight weeks while a replacement for Alena Swinbourne is being sought. Swinbourne departed HIAL at the end of September, just over a month after accepting the marketing manager position.
APAL chief executive, John Dollison, told ABC Rural that it was important to continue building marketing momentum for Australian pipfruit, especially after hail damaged pear crops in the key Goulburn Valley production hub.
'We're really excited to be able to step up and help with apple and pear marketing for a few weeks while Horticultural Innovation recruit and induct a new marketing manager,' Dollison said. 'Our role will be as a service provider to Horticultural Innovation to fill a temporary gap to ensure apple and pear marketing continues.
“APAL has already initiated a pear marketing campaign to support growers affected by hail and we're gearing up to run a stand at the Taste Festival in Melbourne.”
In her short time with HIAL, Swinbourne was critical of previous apple and pear marketing activity at HIAL. Highlighting the inadequacies of HIAL’s Refresh Yourself campaign, Swinbourne noted that 96 per cent of people involved in a survey had never seen or heard about the promotional push.
“APAL would like to applaud Alena for her scrutiny of the apple and pear marketing at Horticultural Innovation and for significantly improving information sharing and transparency around marketing activities,” APAL said in a statement following Swinbourne’s departure. “Alena’s work has been instrumental in the fresh approach Horticultural Innovation is taking for apple and pear marketing and we hope her efforts to improve marketing for our industry will be continued after her departure.”
Swinbourne’s resignation came after her predecessor, Luke Westley, was charged with misappropriating HIAL funds earlier this year.
