Australian Avocados' international marketing campaign, leading fruit distributor Joy Wing Mau Group, membership-only retailer Sam's Club China, and India-based berry grower-marketer Hortifrut IG Berries have won the Asia Fruit Awards 2024.
The winners were announced during a presentation ceremony at Asia Fruit Logistica. The Asia Fruit Awards are given in four categories, 'Marketing Campaign of the Year', 'Importer of the Year', 'Produce Retailer of the Year', and the 'Impact Award', which recognises significant contribution to developing Asia's fresh produce business.
Hort Innovation and Avocados Australia took out the Marketing Campaign of the Year Award
The extensive international marketing campaign spanned seven different markets, including Japan, Thailand, Hong Kong, Malaysia, Singapore, India and the GCC region. It engaged more than 30 retail chains in Asia Pacific and the Middle East, as well as top importers and important online sales platforms.
The Australian Avocados' marketing effort featured an effective combination of B2C and B2B activities. Hort Innovation delivered the B2C campaign, with agency Bastion managing in-market execution, to showcase Australian Avocados as 'a choice' for consumers. Industry body Avocados Australia steered the B2B activities, working closely with Hort Innovation and other service providers.
The campaign comprised a wide range of activities tailored to each market. B2C activities included in-store displays, sampling sessions, online advertising, gifts with purchase, cooking demonstrations and social media engagement. B2B programmes featured retail training, partnerships with restaurant chains, trade show participation, collaboration with importers, and inbound and outbound trade missions.
China-based global fruit distributor Joy Wing Mau Group won the Importer of the Year Award
Already renowned as one of China's top fruit importers, Joy Wing Mau was singled out for the strides it has made across several areas of the business over the past year. The group was recognised for its role in developing trade relations and cooperation models with key global supplying countries to China, such as New Zealand, Thailand and Chile.
Joy Wing Mau has also collaborated with global logistics service providers to develop faster and more efficient routes to market for imported fruits. These include innovative solutions such as charter ships and flights, sea-air combination transport, and multi-port decentralised customs clearance.
The Produce Retailer of the Year Award went to Sam's Club China
Walmart introduced the membership-only warehouse club format to China more than 28 years ago with the opening of the first Sam's Club in Shenzhen. Today, Sam's Club has almost 50 stores across the country.
While many traditional brick-and-mortar retailers have struggled with the rise of e-commerce in China, Sam's Club was singled out for its impressive performance and ongoing expansion.
Hey said the warehouse club retailer has carved out a niche catering to China's growing middle class with a curated selection of better-quality produce, offering a unique experience and high value for its members.
Hortifrut IG Berries was presented with the Impact Award for its pioneering efforts to help build the blueberry category from the ground up in India.
IG Berries was set up in 2017 as a joint venture between Indian fruit importer IG International, Australian breeder-marketer Mountain Blue Orchards (MBO), and agribusiness investor Mano D Babiolakis.
The partners developed a vertically integrated blueberry growing and marketing operation from scratch. This included building their own tissue culture laboratory to propagate plants and a complete nursery facility, finding suitable locations to plant, and managing the supply chain all the way to the end consumer.
For more information:
Susanne Tschenisch
Tel: +49 30 3038 2295
[email protected]
www.asiafruitlogistica.com