The South African Table Grape Industry (SATI) has announced that it is launching a new mobile app to educate consumers about the health benefits of grapes, as well as the ethical methods that are used to farm and export the fruit around the world.
The new ‘Gary the Grape: Grape Escape’ app for iPads and iPhones is based on SATI’s mascot, and follows Gary’s journey from the vineyards in South Africa to the supermarket shelf.
According to SATI, the new app will be officially launched at Asia Fruit Logistica this week.
“We’re really excited to be launching our new Gary the Grape app this year,' explained Elaine Alexander, executive director at SATI. 'The app explores our ethical trading values, which are becoming increasingly important to shoppers, particularly in Europe. We chose to launch the app at Asia Fruit Logistica as the East is technology focused and we hope that this will increase the SA Table Grape profile with young members of the Asia and Eastern communities.
“The technology is a part of our commitment to supporting the development of South African grapes across the world – and to improving the tools we use to do this on an on going basis,” she added.
This year, SATI’s promotional effort focuses on the vital role grape farming is playing in the social-economic development of the country.
As well as the mobile app technology, the campaign website has been updated for the 2013/14 season, with information on the industry’s ethical and sustainability initiatives.
The ‘Gary the Grape: Grape Escape’ app is available on the iTunes store and also at http://kids.satgi.co.za.
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