Five-year marketing programme takes a multi-pronged approach to grow the Australian table grape profile with direct involvement from producers and exporters
The Australian Table Grape Association (ATGA) will lead a new Hort Innovation grower-funded five-year investment, which will provide a unique opportunity to advance one of one of Australia’s most highly valued horticulture exports strategically long-term.
The programme aims to elevate Australian table grapes through a multi-pronged approach, including industry consultation, retail and e-commerce programmes, media and influencer engagement, trade events and networking opportunities, branding and asset development, and market intelligence amplification.
ATGA chief executive, Jeff Scott said he was thrilled to secure the programme and to forge ahead with the backing of Hort Innovation.
“Securing this landmark five-year marketing programme marks a pivotal moment for our industry,” Scott said. “It provides us with a unique opportunity to take a strategic, long-term approach to international table grape promotion, while ensuring we remain agile and responsive to shifting market preferences.”
He said producers and exporters will be at the forefront of the initiative, with direct involvement in shaping campaigns and leading the way at trade events.
“This project is not just about growing our product’s global presence – it’s about empowering our industry to lead, innovate, and shape the future of our market,” Scott said.
Hort Innovation chief executive, Brett Fifield said the new programme plays a pivotal role in advancing the export ambitions of Australian table grape growers.
“Australian table grapes are among the finest in the world,” Fifield said. “This international marketing programme will elevate the global profile of Aussie grapes, creating lasting brand recognition and fuelling growth in export markets, ultimately helping the industry achieve its full potential on the world stage.”
ATGA chair Jeremey Boyd praised Hort Innovation, on behalf of producers, for its commitment to enhancing industry research and development and marketing opportunities.
“We’re thankful to Hort Innovation for entrusting the ATGA and industry with a five-year marketing programme,” Boyd said. “I think it’s great that we as growers can have more involvement in the development of the marketing programme. We’ll be able to contribute and participate much more and collectively grow the industry’s reputation globally.”
ATGA international marketing manager Jesse White said he looked forward to reinforcing the strength of the Australian Grapes brand globally long-term.
“Over the next five years, the project aims to forge strong alliances and building trade relationships, drive seasonal awareness and education, and build competitive value propositions for Australian table grapes,” White said.
“I believe the true value of developing this brand over this five-year strategic programme lies in the long-term impact it creates.
“This programme provides a solid foundation for Australian Grapes as a brand, setting us on the cusp of significant growth. We’re not just building recognition today – this programme is about establishing a legacy that will strengthen our market position for years to come.”
The programme will be overseen by an independent project reference group, which will provide guidance on annual marketing planning to ensure the investment meets the needs of levy payers.
