It is interesting to observe the current marketing strategies of our two major supermarket chains in relation to fresh fruit and vegetables.
What will be the impact on cherry promotion, and will there be added costs to the producer as a result of these strategies?
Coles seem to be pushing the ‘local hero’ kind of theme, showing the human face of producers. They use real growers in their promotions along with well known and respected local chef, Curtis Stone.
Developing a connection between producers and the consumer has to be a positive move; and teaching children where food comes from will help bridge the city–country divide.
Woolworths are promoting their stores with the help of an internationally recognized celebrity food name, Jamie Oliver, and Jamie’s Garden.
This promotion funding is assisted with the imposition of a voluntary charge equal to 40 cents per crate.
A Woolworths spokesperson stated that this campaign will benefit the whole fruit and vegetable industry.
Local vs international celebrities
Australia does have highly respected nutritionists who might have a positive message, but perhaps not the same marketing power.
One would surely be right to question the cost of local versus international celebrity marketing.
One might suppose that if a charge is voluntary, then it is not a levy, and gets around the legal definition and obligations of that imposition.
With increasing rates of obesity in both children and adults in Australia, all efforts to increase local consumption of fresh fruit and vegetables should be applauded.
How this plays out in relation to domestic marketing of cherries by the big two is yet to be determined.
