MOYA deadline approaches

Australasia’s only award that recognises branding and marketing excellence in fresh produce – the highly contested Marketer of the Year Award (MOYA) – will once again shine a spotlight on innovative and creative marketers who deliver impactful campaigns in a resource-conscious way. 

Now in its 13th year, MOYA, which is presented by the International Fresh Produce Association A-NZ (FPA A-NZ) and Produce Plus and sponsored by Seeka, will be announced at Hort Connections 2024 in Melbourne, June 3-5. 

Marketers from across the fresh produce supply chain have until April 29 to enter. 

IFPA marketing and memberships manager A-NZ, Tim Withers said winning the award had elevated the career profiles of past recipients by opening new opportunities within the industry, enhancing the reputations of both the marketer and business of the winning campaign’s product or service. 

“MOYA demonstrates what excellence in fresh produce marketing looks like. It provides a platform to recognise outstanding achievements in the marketing of the fresh fruit, vegetable and floral industry in Australia and New Zealand,” he said. 

The campaigns of three finalists will be showcased in front of delegates at Hort Connections 2024, Withers said, and the winner will be announced in front of 1,500 industry leaders at the event’s gala dinner. 

Withers pointed out nominees can come from any part of the value chain, from seed companies, growers, packers and processors to shippers, importers and exporters. Wholesalers and retailers, foodservice companies, government agencies and associated suppliers to the industry are also invited to apply.  

“Any stakeholder from seed to shelf is eligible,” he said. 

“For marketers looking to build their reputation and increase their industry standing externally and internally, it’s the award to enter.” 

Past winners  

Horticulture Innovation Australia head of customer marketing Belinda Van Schaik won the 2023 award for the Australian Mangoes’ marketing campaign on behalf of the grower-owned research and development corporation. 

“It was a great opportunity to recognise everyone who makes up ‘team mangoes’ – our growers who produce this delicious, iconic fruit, which is synonymous with the Australian summer, the industry representatives who co-created the marketing plan, the retailers who ensured prominent placement in-store and catalogue features and the Hort Innovation team, driving consumption through high-impact, evidence-based domestic and export marketing campaigns,” Van Schaik said. 

The 2016 recipient Matthew Crouch, formerly head of marketing at Freshmax Group was recognised for his multi-channel storytelling campaign which relaunched citrus brand Sumo Citrus. 

“The win created a lot of buzz, both in the Freshmax team and within the industry,” he said. “A few months after the win, I was promoted to global head of marketing. From there I went on to speak at industry events including Hort Connections, and peers began to seek my marketing insight and advice. Still to this day people remember and mention the MOYA win.” 

The judging process 

Produce Plus editor Liam O’Callaghan said each nomination is assessed on its ability to deliver a highly visible and effective marketing campaign demonstrating innovation, creativity and tangible outcomes. 

Produce Plus director of business development Asia Pacific, Kate Riches, said judges consider the overall strategy of the campaign and its success relative to budget. 

“Entry is straightforward, and we encourage anyone across the supply chain who has worked hard on a great campaign over the past 12 months to enter,” she said.” We want to celebrate exceptional innovation and contribution to fresh produce marketing.” 

The 2024 MOYA winner will be featured extensively in the Spring issue of Produce Plus and join past winners in the Hall of Fame section of the dedicated MOYA website. It is open to both individuals and marketing teams. 

Hort Connections was established in 2017 when the International Fresh Produce Association A-NZ Fresh Connections event, and Ausveg National Convention joined both conferences, to form the largest horticulture conference and trade show in the Southern Hemisphere. 

Other awards in the lineup are the Syngenta Grower of the Year Award; UPL Tech Innovation Award; Corteva Agriscience Young Grower of the Year; Visy Industry Impact Award; Boomaroo Nurseries Women in Horticulture Award; EE Muir & Sons Community Stewardship Award; Butler Market Gardens Environmental and Sustainability Award and the Hort Innovation Exporter of the Year award. 

Self-nominations and nominations for MOYA 2024 must be submitted by Monday 29 April. Entry forms are available here.