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Marketing Strategy

Making vegetables a 'want to' food

Market situation:
Vegetables are well acknowledged as an essential component of healthy living that can help reduce the burden of chronic disease, however only 1 in 7 people eat the requisite 5 serves a day. In response the Government has made an increase in per capita vegetable consumption a national KPI.

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Solution:
The industry’s first domestic market development strategy designed to involve, engage and reconnect consumers with vegetables. One of the 4 key programs is focused on their health benefits and new research has revealed that many consumers regard everyday health benefits such as sustained energy, better immunity and stress management to have greater relevance to their immediate lives as well as significant value in helping them to navigate the category.

Results to date:
The DMDS is a 3 year strategy with year 1 completed April 2010. A combination of consumer research and science has resulted in clear direction for health benefit educational resource development for production in year 2 and dissemination by established networks of health educators, processors and retailers.