International Apples Co-Promotion - FY24

⁠⁠⁠Hort Innovation is the not-for-profit, grower-owned research and development corporation for Australia’s $16 billion horticulture industry. We invest more than $120M per year in research and development, marketing and trade activities to build a prosperous and sustainable future for growers.

Hort Innovation is seeking a suitably qualified, experienced and capable delivery partner for the project: International Apples Co-Promotion – FY24 (AP23505).

This involves the implementation of marketing and promotional activities for Australian Apples in key export markets.

Co-Promotion activities are market programs that Hort innovation will co-invest with industry stakeholders such as growers and exporters. The purpose is to share activity costs, allowing the successful service provider to deliver greater outcomes. This style of program is more supportive to branded varieties.

The campaign will create customer loyalty, consumer preference, sustainable brand awareness and create value back through the supply chain for growers, and must be inclusive rather than exclusive (e.g. not team or individual but a program that will benefit the consumer, customer, and industry as a whole)

Key objectives of co-promotion activities include:

• Driving awareness, trial, and overall sales of Australian Apples.

• Building brand awareness, consideration, and preference for Australian Apples.

• Educating consumers on Australian Apples.

• Building customer (importer, distributors, and retailer) relationships across key export markets.

• Expanding existing customer relationships.

• Marketing event or activity is to demonstrate benefits against delivery to industry growth drivers and objectives, for example, driving value and volume growth in key export markets for the industry by 10-20% by 2030.

Hort Innovation has prepared a Request for Proposal (RFP) document that provides background information, outlines the scope of services, the procurement process and the information required from interested parties.

The closing date for responses is 15 December, 2023, 3:00 PM (AEDT)