Luke Westley

Marketing & Business Development Manager

1) Barriers to Consumption- Time, $, Knowledge

2) Convenience3) Education4) New generation of home cooks – GFC,

Master chef, Middle Aged men

Consumers

1) New, cleaner store designs2) Tighter profit margins3) Communication and Response tools to

new and challenging consumer queries4) Wastage

Retailers

1) Tightening profit margins in fresh produce2) Consumers are becoming more aware about

paddock to plate3) No longer a nationwide cookie cutter approach4) Fiercer competition – from a variety of places5) Health is no longer a driver 6) What is 2&5 – consumers don’t get it.

Issues

1) Establish the Burst of Freshness Network to engage all facets of the supply chain in a marketing program

2) Engage media to control content and encourage ongoing promotion of the consumption message.

3) Engage external organisations and encourage ongoing promotion of the consumption message.

4) Provide a new brand that fits with retailer’s business models and does not detract from their own brands, while supporting the Go for 2&5 message.

5) Provide a relatable marketing tool for children in the preschooler to tween age bracket to engage with and provide product extension opportunities

6) Provide a better market system to ease cost pressures on retailers and wholesalers and communicate back to growers

Strategy

Primary Target Audience: Independent retailers, growers and wholesalers

Secondary Target Audience: Household grocery buyers, Women aged 24 - 39

• An overarching consumer brand that reflects and supports the Go for 2&5 message.

• Will replace the Adelaide Produce Market brand in the consumer environment

• Becomes a symbol for quality, service and value• By becoming a member of the network businesses can engage with the

following tactics

Tactic 1Burst of Freshness Network

Tactic1Burst of Freshness Network

Primary Target Audience: Household grocery buyers, Women aged 24 - 39• APML has been working closely with the producers of Out of the Blue to create

a series of cooking shows based around fruit and vegetables.• It’s not about being healthy – it’s not about being vegetarian – it’s about eating

good in season fruit and vegetables. • Each episode will include 3 recipes, a paddock to plate story and a Market

Report.• A range of sponsorships and opportunities are available to also incorporate

grower, wholesalers and grocery line suppliers however, BOF TV will be directing consumers to their independent greengrocer for more info and recipes.

• The Show is being negotiated to air every Saturday at 5:30pm on Channel 9 for a 13 week season initially, and evaluated following.

• This will also open the opportunity for an ongoing relationship and partnership with Out of the Blue to continue the message when Burst of Freshness is not on air.

Tactic 2Burst of Freshness TV

Communication• APML will establish a timeline to advise growers, wholesalers and retailers of

upcoming recipes to ensure the right product is in stock supported by the best point of sale and recipes available.

• Retailers will then be able to feed back into the system how the BOF TV affected sales for that week, which matched with other data collected, will paint a clear picture of its success.

Based on retailer and supply chain feedback – this project has been updated.

Tactic 2Burst of Freshness TV

Primary Target Audience: Household grocery buyers, Women aged 24 - 39Secondary Target Audience: Families and tweens• This new website will be a one stop shop for fruit and vegetable information for

consumers. • The site will include:• Videos• Recipes• A database of network member stores• Fresh produce information• Special Offers• Seasonal options

Tactic 3burstoffreshness.com.au

• Consumers will be able to search by suburb the Network member store closest to them and engage communication with their local independent Greengrocer.

• This will be the home page of Burst of Freshness TV and be pointed to in every episode for recipe details, and for consumers to find their nearest Burst of Freshness member store.

Tactic 3burstoffreshness.com.au

Primary Target Audience: Household grocery buyers, Women aged 24 – 39

• APML has been approached by a company to produce an A6 BOF Consumer Magazine each month.

• The magazine would be using the BOF brand and support the television activity, and made available exclusively through Retail members of the network.

• Strict guidelines are in place regarding the appropriateness of advertising content etc and ensure that it supports the brand message.

• This would add a positive inclusion to the cross media strategy and potential for ongoing revenue.

Tactic 4Burst of Freshness Magazine

Primary Target Audience: Preschoolers - TweensSecondary Target Audience: Parents of the target market

• Six brand new characters leading the strategy with Preschoolers to Tweens.

• A range of point of sale will be produced for Canteens and at consumer level for kid’s based promotions. The Crunch Bunch will feature in the Sunday Mail every week with recipes, games and activities.

• Suits of each of the characters will be available for hire from APML exclusively to Burst of Freshness network members.

• School holiday shows for shopping centres and community events featuring the Crunch Bunch characters as well as meet and greets are now being developed and will be out sourced with revenue returned to APML. Hiring fees for the shows and meet and greets are now being finalised.

Tactic 5The Crunch Bunch

Tactic 5The Crunch Bunch

Primary Target Audience: White collar workers 24 - 55Secondary Target Audience: Parents• APML are currently developing a range of products under the BOF and Crunch

Bunch brands to make fruit and veg more convenient as a snack option. • We’re taking fresh produce and delivering it to today’s busy consumer.• Products will be available exclusively to Burst of Freshness members. • The products range will included value added products such as dip and crunch

packs, sliced fruit in bags, fruit salads, salads on the go etc. • To move fruit and veg beyond the fresh produce section and make it a viable,

quick, snack option and available at checkouts replacing confectionery etc. • Licensed to producers with a license fee or percentage of revenue payable.

Tactic 6Product Development

Tactic 7Promotions & Premiums

Primary Target Audience: Household grocery buyers, Women aged 24 - 39Secondary Target Audience: Families, preschoolers – tweens

• Burst of Freshness provides the opportunity for premiums and promotions to be run on a state based scale, being completely managed by the APML office whole individual stores take the credit with consumers.

• By centralising the management of promotions, APML will look after:– Prize sourcing– Product development– Lotteries Licenses– Advertising– Entry production– POS Production

Tactic 7Promotions & Premiums

• These are promotions commonly used to build sales, and Network Members will have the opportunity to opt in if desired and benefit, with limited work involved. Grower groups can also get involved by creating a promotion for the Network with APML, but a focus will always be on increasing total basket spend, that includes the individual line.

• This is also an opportunity to build the brand of the Crunch Bunch through premiums and promotions along with making fruit and veg a want to buy not a have to buy through incentives and value adds.

• These promotions and premiums would be made available exclusively at Burst of Freshness Network Member stores and would be funded through a mix of existing printing and advertising budgets and grower investment.

Tactic 7Promotions & Premiums

• It also gives the network the opportunity to tap into existing APML sponsorships and other major events such as:

• Christmas Pageant – local and City• Christmas• Valentine’s Day• Easter• Royal Show• Tour Down Under• City to Bay• Australia Day

Tactic 8Community Partners

Primary Target Audience: various

• APML are currently engaging a series of community partners, ranging from sporting clubs, businesses and community groups.

• While these groups don’t have a financial benefit to drive increased consumption of fruit and veg it is in the best interests of their brands and community programs.

• Using the Burst of Freshness brand, the organsiations can have access to the Go for 2&5 message. APML would support these partnerships with resources, the Crunch Bunch and produce.

• Guidelines will be produced based on healthy eating and ways to include more fruit and veg in canteens etc.

• A range of partnerships and promotions will be established with the Burst of Freshness network and Community Partners that support the promotions and premiums and promote overall consumption.

Tactic 8Community Partners

• We are changing the message that we deliver to organsiations from one of APML writing cheques, to them engaging with and integrating the fruit and veg consumption message in their own programs.

We’re not a sponsor – we’re a community partner.Partners being approached include:• SANFL – Plus the 9 clubs• Adelaide 36ers / Link Lightning• SACA – Plus the district clubs• Adelaide Crows / Port Adelaide Power• Community based sports and social clubs• Royal Agricultural and Horticultural Society of SA• Catering companies

Primary Target Audience: Families at events• For five years we have been delivering the message of Go for 2&5.• Consumers now understand how much fruit and veg that need to be eating

each day, but we now need to focus on how we can make it more accessible and help them to meet the target.

• A Burst of Freshness catering van will be developed to attend major events serving ‘healthy options’ and greater amounts o fresh produce on the menu.

• The van would be licensed with a licensing fee made payable to APML. • APML will set guidelines in regards to menu and events• APML is currently budgeting and sourcing a suitable catering van

Tactic 9Burst of Freshness Catering Van

Primary Target Audience: Market usersUsing new technologies all market users can integrate their

invoicing and ordering on APML’s fibre optics network to put purchases directly through SAPC.– Real time price reporting data– Security of data– Savings on administration– data and trends for the future for growers

Tactic 10A better and more efficient

market system

Luke WestleyMarketing & Business Development Manager