A new Sun World marketing licence will supplement Cordoma’s exotic brand as it aims to surprise and delight customers
Australian table grape grower-marketer Cordoma is ready to provide its customers with a full complement of proprietary varieties under its high-flavour brand this season after being awarded a new Sun World marketing licence.
General manager, Adrian Cordoma, says the marketing licence will allow the company to market in-demand varieties like Autumncrisp under its ‘Australia’s Exotic Grapes’ brand.
The brand has been in the market for a few years focusing on unique, high-flavour varieties, but now Cordoma can meet all of its customers’ needs at once.
“The main aim of Australia’s Exotic Grapes brand is to have a brand we can promote all the new varieties under. By getting the Sun World marketing licence we are now in all the breeding programmes and have full seasonality which will really catapult the brand,” says Cordoma.
The very latest varieties that deliver exotic and flavourful eating experiences are the cornerstone of the brand, represented in its tagline “Like nothing you have ever tasted before”.
“We’re always looking to surprise and delight the market, whether it be a new variety, different timing, higher Brix or a different pack type. We always have something new in the pipeline,” Cordoma says.
“We target high-end customers who want a unique product, in some markets we’re the only ones supplying a certain variety. Now with the Sun World marketing licence we can match some of the more niche orders with anything else customers might need.”
Cordoma has paired the high-end taste of its grapes with sophisticated brand imagery emphasising flavour and providence. Sun and wave symbols represent the warm Sunraysia climate and the waves of the Murray River. Cordoma’s most unique varieties are reserved for its Dancer Range, packed into punnets and wrapped with stylish bands which detail the flavours consumers can expect.
“It’s all doubling down on the origin of the fruit and the flavour. As Australian exporters, flavour is where we think we can stand out from competitors like Chile and Peru,” says Cordoma.
The brand has also gained traction domestically with the premium wholesale sector representing one of the company’s largest growth markets.
Cordoma is a third-generation family business operated by Mario Cordoma and his son Adrian. In addition to its newer brand, the company will continue to market ’The Quality King’ brand which has been synonymous with Australian grapes for over 30 years.
“We’ve expanded our packhouse this season which is now up and running and that’s going to help us increase our production. We might be able to nearly double our volume in the coming years,” says Cordoma.
