Planting the digital seeds of success in China
08 Oct 2019
A partnership between Austrade and Hort Innovation Australia is supporting
horticulture growers and exporters to build reputation and market share in
The two organisations are working together to deliver a program of
activities that promote and deliver trade outcomes for Australian
horticulture growers and exporters.
These include campaigns on China’s premier social media platform WeChat
timed to coincide with major Chinese festivals such as Lunar New Year.
These campaigns have profiled Australia’s finest quality produce, including
summer fruit, table grapes and citrus varieties.
A strategic longer-term joint approach which focused on how to work
alongside China’s abundant bloggers and “foodies” has also resulted in
increased engagement and subscribers to specific marketing accounts.
Online marketing strategies are typically complemented with activities such
as targeted sampling and in-store tastings at supermarkets and other
A recent Taste Australia promotion invited consumers to sample a new
Australian grape-flavoured ice-cream (developed in conjunction with Hort
Innovation and a local business). The promotion was advertised through
social and traditional media channels.
Austrade and Hort Innovation will continue to share marketing insights and
content that is effective in reaching Chinese audiences and assist
Australian horticultural exporters to enter and expand in China.
Contact Austrade for more information on how we can help with your
marketing strategies in China.