vWA Marketing & Promotion 2009-10
The first stage of building an innovative marketing and promotional program for vegetables in WA is well underway. Paul Graham from Market Strategy Ltd has been conducting a desktop study to determine what activities have taken place to market WA vegetables in the past, gathering market intelligence and linking with stakeholders.
Paul has found that there have not been any major collaborative marketing activities conducted by the vegetable industry in Western Australia. However, there are some excellent national (such as 2&5) and State campaigns that we can learn from. Additionally, Paul will now investigate individual commercial campaigns (including those run by supermarkets) to see what has been done.
Paul has identified a good base of market intelligence that is available at a national level. However there are distinct gaps in WA specific market intelligence availability. As such, the vWA Marketing Program will need to include strategies for linking with organisations that can provide data, such as AUSVEG, and bring this into a local context to assist our promotional program.
Over the next 6 months, vWA’s Marketing Program will be working with Curtin University of Technology to undertake a Consumer Preferences Study and a study linking wine and vegetables together. These two pieces of work will be very beneficial in the development of the promotional program for WA vegetables.
vWA recently joined Western Potatoes Pty Ltd (WPPL) at the Every Woman Expo in Perth where 20,000 people came to learn about products and services. This event was a great promotional opportunity and next year vWA will have its own stand near the WPPL stand to create even more of a buzz about fresh, local produce.
The vWA Marketing Program is funded by the APC VPC and the Australia’s Governments Promoting Australian Produce initiative. For more information, please contact Georgia Thomas on georgia.thomas@vegetableswa.com.au or 9481 0834.
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