Canberra, ACT, Australia
March 2, 2010

The Australian horticulture industry is being proactive in adapting to the challenges in its operating environment which are crucial to the future prospects of the industry, delegates at the ABARE Outlook conference heard in Canberra today.

Ms Alison Turnbull, Natural Resources and Climate Manager of Horticulture Australia Limited (HAL), informed the conference of a comprehensive research strategy for dealing with climate change and variability being developed by the Australian horticultural industry.

“Climate science is not new but the urgency of information is,” Ms Turnbull said.

Mr David Chenu, the General Manager of Marketing Services at Horticulture Australia Limited, warned delegates that a new generation of consumers has emerged which challenges traditional methods of marketing.

“The emergence of new social media platforms, particularly internet-based one, is being used by consumers to inform themselves about products,” Mr Chenu said.

Mr Chenu illustrated how the new social media platforms were employed with the ‘Australian Bananas’ promotion to emphasise the ‘healthy snack’ characteristics of bananas.

“Marketers must learn to adapt to this technology and the immediacy of this media if they want consumers and customers talking about their brands,” Mr Chenu said.

Mr Tony Russell, General Manager of Apple and Pear Australia Limited, outlined his organisation’s approach to research and development in an increasingly competitive market and emphasised the importance of cooperative relationships with private and government research organisations in Australia and New Zealand.

“The involvement of Plant and Food Research, New Zealand (PFR), is a big win-win for the Australian industry and PFR, bringing skills, resources and current research developments to the program that are not available in Australia,” Mr Russell said.

“As a result of this approach, HAL and the apple and pear industry are investing in world class research that leverages $1 million of Australian apple and pear levy monies into a $12 million program over five years.”

The ABARE 40th National Outlook conference is being held at the National Convention Centre, Canberra on Tuesday 2 March and Wednesday 3 March.

Website: http://www.abares.gov.au

Published: March 2, 2010