A new Australian citrus brand has had a successful launch into the domestic and international markets, with plans already to expand into other fruit lines.
Premier Fresh Australia released Emu Citrus this season and International Sales Manager, Trent Gall says the fruit is produced under certified standards to ensure high quality is a priority.
"The Emu brand was created to resonate with our customers as premium Australian-grown produce," he said. "The choice of the emu as the brand's symbol is particularly significant; it is known for its unique characteristic of never running backwards, which perfectly aligns with our business philosophy. Just like the emu, we are committed to moving forward, focusing on quality and innovation with our produce. Emu Citrus stands for more than just fruit; it represents a dedication to commitment in delivering the best of Australia's fresh produce."
Currently selling Australian citrus under the Emu brand is navel and cara cara oranges, as well as afourer mandarins in Australian markets and globally to retailers, as well as wholesale.
"From the success of our citrus launch, customers have requested if we can expand into table grapes, this will be rolled out for the upcoming season," Mr Gall said. "We have and are continuing to target retail and wholesale globally, there is no specific demographic, it's about having a brand that will entail trust to everyone that picks up the brand. Australian produce is very sought after for its high-quality standards and trust of being safely grown."
Across the core categories Premier Fresh Australia aims to have Emu-branded products on shelves and in markets year-round and Mr Gall says it has already created a buzz with consumers around the world.
"We have gauged the success from the demand we have received and the request with it to roll out the brand to our other categories," he said. "As it was late into the season when we launched, we only had the opportunity to roll it out in a few countries throughout South East Asia, North America and the USA."
Premier's first shipment of Emu Citrus branded oranges officially arrived in China last month and has already hit the shelves in retail stores throughout Asia, while the company showcased the new brand at Asia Fruit Logistica.
Mr Gall added that Australian citrus demand continues to increase, specifically this year as quality has been at its optimum compared to the past couple of seasons.
"Overall fruit has been firmer, cleaner and most importantly sweeter, this is what customers expect when buying Australian fruit," he said. "To make a brand successful, you need to have premium quality in it, when the two come together, you get success. All the feedback has been very positive with customers looking for more. We're thrilled to see the excitement from customers and proud to bring the freshest, highest quality Australian citrus under our Emu citrus brand. The success is providing opportunities to expand the Emu brand into other categories."
For more information
Trent Gall
Premier Fresh Australia
Phone: +61 3 9687 7725
[email protected]
www.premierfresh.com.au