Rubus berries have been grown for some time in Australia, but it is only in the last 10 years that the market has really taken off
A small part of the statutory levy (2c per kilo) is invested into marketing activities designed to grow consumer for Rubus berries in the Australian market. As with any product that people aren’t that familiar with, a large part of the marketing investment has gone into generating awareness about how to select and use Rubus berries.
Increasing the domestic per capita consumption of raspberries and blackberries by 40 per cent by 2021, supported by positive consumer perceptions of product value, is a key industry priority identified in the raspberry and blackberry industry’s Strategic Investment Plan.
The 2018/19 marketing plan supported this priority by working to increase penetration through creating a value proposition for raspberries and blackberries where the key message was turning simple into super with fresh Aussie raspberries and blackberries.
Key activities were targeted at main grocery buyers 25 to 54 years of age and young ‘transitionals’, 25 to 35 years of age. There was a focus on driving awareness of seasonality, educating consumers about the super health benefits, inspiring everyday usage occasions and building consumer confidence through product education.