New project to map avocado DNA

Australian scientists are embarking on a five-year $13.3 million tree DNA project that will help researchers better understand how avocado trees work.

Delivered through Hort Innovation under the Hort Frontiers strategic partnership initiative, this five-year project will develop a breeders genomic toolkit for tree breeders and researchers to better understand how genes control traits that are valuable to Australian growers – such as tree size, yield, disease resistance, and tree maturity.

The research will be conducted by the Queensland Alliance for Agriculture and Food Innovation (QAAFI) embedded within the University of Queensland (UQ) and the Queensland University of Technology (QUT).

The project aims to build a complete DNA map that will visualise the genetic make-up and variability of the nation’s five leading tree crops, avocado, mango, macadamia, almond and citrus, representing 80% of the total volume of horticultural tree crop production in Australia. Together, these five crops accounted for around 56% of horticultural tree crop revenue in 2017.

Hort Innovation Chief Executive Officer Matt Brand said while currently profitable, the horticultural tree industry faced numerous and significant challenges that stemmed from plant diseases, slow production and climatic changes.

“Plant production is, by definition, a slow and timely process. This project will breakdown the genetic code of our five leading tree crop varieties to assess ways to develop more resilient trees that can withstand the changes expected in the coming years,” Mr Brand said.

QAAFI Director Professor Robert Henry said the long generation time of tree crop production made it difficult for plant breeders and physiologists to proactively or “rapidly” develop new plant varieties in response to pest and disease outbreaks, changing climate and evolving consumer preference.

“In the case of crops like avocado, there has been some work in the past and we have low-quality data on their genomes, but what this project will do is bring that up to a modern standard by applying the very latest technologies to producing high-quality genomics platform,” Professor Henry said.

He said this would underpin understanding the biology of avocado and extending that how avocado could be produced more efficiently and at a better quality.

“Despite its global popularity and cult-like status in some countries, there is currently only a limited amount of information available on the avocado genome.”

The ‘genomic toolkit’ produced will enable tree breeders and researchers to better understand how genes control traits that are valuable to Australian growers, including tree size, yield, disease resistance, and tree maturity.

Professor Roger Hellens, who will lead QUT’s involvement, said while scientists had discovered a lot about humans’ DNA and the DNA of field crops such as wheat and rice, tree crops were still a “bit of a mystery”.

“In addition to creating opportunities for more adaptable, higher-yielding tree crops, this research combined with advances in robotics and digital agriculture, could really pave the way for the orchard of the future,” Professor Hellens said.

Assistant Minister for Agriculture and Water Resources Richard Colbeck said this genomic project was essential to ensure Australia’s horticulture industry growth remains competitive domestically and internationally.

“This is a landmark investment in research and development that will improve productivity, farmgate profitability and global competitiveness for Australian horticultural industries,” Minister Colbeck said.

“I am excited the Australian Government was able to contribute to Hort Innovation’s research through Commonwealth co-investment in the Hort Frontiers Advanced Production System Fund.

“Australia’s horticultural industry operates in a highly competitive market—domestically and internationally—and has a reputation for high quality and safety standards across all stages of the supply chain—from the farm to consumers.

“Excluding wine grapes, our competitive horticultural industry is Australia’s third largest agricultural industry, behind meats and grains. For it to remain competitive, our growers need cutting-edge research and efficient production technologies.”

This article was written for the 23 November 2018 edition of Guacamole.

 

Australian Avocados Marketing Update 26/10/18

Digital campaign

Supporting the recent Australian Avocados’ television activity, a range of digital activity during the months of August and September. The strategy consisted of Australian Avocados’ standard 15 and 30-second video ads across catch up television, YouTube six-second bumpers as well as a Spotify 15 second audio spot. All channels achieved above bench mark results during the campaign period.
The catch-up television strategy finished with an overall completion rate of 92% and a viewability rate of 80% while serving out more than 974,000 impressions. Spotify had an audio completion rate of 88% across more than 160,000 impressions, and impressively, YouTube served more than 2,290,000 impressions with a 92% completion rate.
This campaign has delivered well beyond its designated benchmarks through careful planning and strategic up-weighting of channels and strategies to current digital trends such as popular catch up television shows such as The Bachelor Australia, The Block and Australian Survivor, as well as live events such as NRL Final Series which was broadcast live and free on the 9Now app. A definition of some common digital terms are below.

  • Completion Rate – The percentage of all video ads that play through their entire duration to completion. Calculated as complete video plays divided by ads served.
  • Viewability – An online advertising metric that aims to track only impressions that can actually be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable.
  • Impression – An impression is the display of an ad to a user while viewing a web page. If a single web page contains multiple advertisements from one advertiser, one impression is counted for each ad displayed.
About the marketing program

This is the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.

This update was provided by Hort Innovation for the 26 October 2018 edition of Guacamole.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

Hail recovery a long term prospect

Minimising secondary damage will be the key task facing orchardists in eastern growing areas, after devastating hail storms in October.

Queensland Department of Agriculture and Fisheries extension officer Simon Newett said as the storm season continued, it was important for all growers to be prepared for potential hail damage.

“Physical damage to trees lays them open to attack by fungi and insects that take advantage of the wounds, and the loss of canopy exposes the branches to severe sunburn damage,” Mr Newett said.

“In the case of insects, tree wounds release chemicals such as ethylene that appear to act as magnets to some opportunistic insects such as borers.”

For this reason, Mr Newett said it was a good idea to apply a fungicide and insecticide treatment.

“A registered avocado fungicide such as one of the coppers is suitable. The insects most likely to be attracted are borers of various types such as the auger beetle (Xylopsocus gibbicollis) and other ambrosia or pinhole borers.”

The advice from Department of Agriculture and Fisheries (QDAF) Mareeba’s Ian Newton and NSW Department of Primary Industries entomologists Craig Maddox and Ruth Huwer is to consider the registered insecticide chlorpyrifos, which is effective against beetles, or trichlorfon which will also be effective and treat spotting bug at the same time if you have fruit present.

“Once the borers are inside the tree it is too late so an application within a few days then a follow up perhaps a week or two later is suggested,” Mr Newett said.

“The advice is to try and avoid using pyrethroids at this early stage of the season for their potential to result in a build-up of other insects such as scale.

“An azoxystrobin fungicide could be used instead of copper but shouldn’t be applied at the same time as chlorpyrifos because of incompatibility.

“The other thing to take action on as soon as possible is sunburn protection. With branches exposed as a result of the loss of leaf cover some sort of sunblock such as white acrylic paint or a proprietary sunburn protection product should be applied to newly exposed branches especially on the northern and western aspects.”

Mr Newett said these products could often be applied in diluted form through orchard sprayers but multiple applications may be necessary to get enough protection. To speed up the canopy re-growth you may also want to apply some extra nitrogen.

“With the loss of crop it does present an opportunity carry out some canopy management, just remember to protect the newly exposed branches and trunks from sunburn before the fast approaching hot weather arrives,” he said.

More information

If you have any queries or want to discuss your particular situation, please contact Simon Newett on 07 5381 1326, 0400 565 784 or simon.newett@daf.qld.gov.au.

For an updated version of this article (2019), click here.

Acknowledgements

Thanks to Chris Searle, Ian Newton (QDAF entomologist at Mareeba) and the NSW DPI entomologists Craig Maddox and Ruth Huwer for their advice.

More information on financial assistance

**Note this is time-limited. Please check to see if this assistance is still available.

The Queensland Rural and Industry Development Authority now has financial assistance available via the Natural Disaster Relief and Recovery Arrangements, for those affected by the Wide Bay-Burnett Severe Storms between 11-14 October 2018. Financial assistance has been activated for primary producers to access low-interest Natural Disaster Assistance and Essential Working Capital Loans. Visit www.qrida.qld.gov.au/current-programs/Disaster-recovery or call 1800 623 946. Those affected directly by the storms may be eligible for low interest loans of up to $100,000 or $250,000, depending on the assistance pool.

 

This article was produced for the Spring 2018 edition of Talking Avocados, and appeared in the 26 October 2018 edition of Guacamole.

Australian Avocados Marketing Update 12/10/18

Out of Home (OOH) digital shopping centre screens are important to the latest Australian Avocados campaign, as the last point of contact for advertising to communicate to the shopper before the purchasing decision is made.

This form of advertising reinforces the message in consumers’ minds and helps to drive action before consumers enter the grocery store and is a critical step for the path to purchase journey.

The OOH activity in the most recent campaign included three pieces of creative featuring three different meal ideas being run on television screens located at select shopping centres across Australia to inspire consumers while grocery shopping.

Australian Avocados were booked on a total of 336 screens nationwide from 5 August to 22 September, across a variety of shopping centres (through Val Morgan Outdoor) targeting our Grocery Buyers 25-54.

The reach of this activity was huge with Val Morgan outdoor activity reaching more than three million people on average of 5.3 times. These results were achieved across 48 paid HD screens and five bonus screens per week across the seven-week campaign. These placements were crucial as a last point of contact for the buyers as this is one of the last interactions on their path to purchase.

 

 

 

 

 

 

 

About the marketing program

See the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.

This update was provided by Hort Innovation for the 12 October 2018 edition of Guacamole.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

Australian Avocados Marketing Update 28/09/18

The Australian Avocados digital campaign is now commencing its final weeks in market and has shown consistently strong results across all channels within the digital strategy including Catch Up television, Short form, YouTube and Spotify.

The overall campaign completion rates are currently sitting at 87%, with the viewability equalling 80% overall, which is currently exceeding KPI benchmarks of 70%.

Catch Up Television has served out a total of over 674,000 impressions, with the majority served across the major 3 networks’ catch up portals of 7Plus, 9Now and TenPlay.

YouTube Bumpers & Spotify Australian Avocados has now served out over 2.2 million impressions. The audio strategy through Spotify has seen a completion rate of 88%, which shows the strength of our creative in a completely skippable channel with the high engagement showing that the demographic is connecting with the messaging.

The Australian Avocados Facebook page continues to show strong results, and we will ensure that it continues to evolve to maintain its engagement with the target audience. Recent trends that have been noted are the popularity of ‘buzzfeed’ style videos, and delicious healthy swaps like the avo fudge brownies, that make ’bad’ food ‘good’, which will be key in converting our Selective Diet and Occasional Treat personas.

About the marketing program

See the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.

This update was provided by Hort Innovation for the 28 September 2018 edition of Guacamole.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

Australian Avocados Marketing Update 31/08/18

Avocado popular on Facebook

The Australian Avocados Facebook page continues to share content with our fans. In August alone, more than 1.2 million people were reached with avocado content. More details about the social media campaign will be reported on in the next Guacamole.

25-year campaign success

To celebrate 25-years of smashed avocado, we collaborated with international restaurateur Bill Granger to create the new avocado dish of 2018. We have continued to receive coverage off the back of this campaign, with 66 articles appearing across both traditional and social media, with a reach of more than 7.8 million. With two more months of the campaign still to run, it is anticipated that these numbers will continue to rise.

Television commercial returns

The Australian Avocados Television Commercial (TVC) will be back on screens in September. The TV activity will launch on 9 September, with the TVC airing for two weeks, and then one week off and one week on, concluding with the TVC airing on The Block grand finale episode, which is sure to receive very high ratings.

This activity in addition to Retail and Gym Out of Home (OOH) activity, and online advertising on contextually relevant websites, YouTube and Spotify. This activity runs into September, and full results will be reported on after the completion of the campaign.

 

About the marketing program

See the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.

This update was provided by Hort Innovation for the 31 August 2018 edition of Guacamole.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

Reducing bruising in avocado

This article appears in the Winter 2018 edition of Talking Avocados (Volume 29 No 2).

Reducing bruising in avocado

By Melinda Perkins, Muhammad Mazhar, Daryl Joyce, Noel Ainsworth, Lindy Coates and Peter Hofman

As we near the end of the Supply chain quality improvement – Technologies and practices to reduce bruising (AV15009) project, it is timely to reflect on the findings to date and outline the research being undertaken in the final stages of the study.

Background

Recent surveys suggest that a large proportion of Australian avocado consumers are disappointed with the quality of the fruit that they receive. Encounters with flesh bruising are a major cause of consumer dissatisfaction.

This project was established to collate and evaluate current knowledge of factors that contribute to flesh bruising in avocado and to identify strategies to reduce it.

What we know about flesh bruising in avocado

A series of comprehensive literature reviews were conducted in the early stages of the project. The findings from these were communicated to industry via three Talking Avocados articles (details below), presentations at some recent Avocados Australia regional meetings, and a workshop at the Brisbane Markets (Figure 1).

Figure 1. A workshop held at the Brisbane Markets in May allowed researchers to present project findings (top panels) and gain the perspectives of industry stakeholders via group discussions (bottom panels).

 

Appropriate post-harvest temperature management was highlighted as a most important factor in controlling not only the expression of flesh bruising (Figure 2), but fruit quality in general.

Figure 2

The prompt cooling of Hass fruit to 5°C after harvest and minimising temperature fluctuations throughout the supply chain (except during ripening) are strongly recommended. The reviews also highlighted the following key points.

Flesh bruising arises when susceptible fruit are exposed to mechanical injury, including impact, compression and vibration. Susceptibility to bruising in avocado increases as fruit ripen and soften. To avoid bruising, softening fruit should not be exposed to drop heights of more than 10 cm.  In fact, firm-ripe and soft-ripe fruit should be ‘handled like eggs’ and not dropped at all.

Freshly harvested fruit generally do not bruise if dropped. However, our research suggests that they become more prone to body rots upon ripening. A 30cm drop height at harvest versus no impact at harvest caused increased body rots at the soft-ripe stage. More research is needed to quantify the relationship, but the initial findings do indicate that even hard mature green fruit require careful handling.

Hass fruit should be harvested when dry matter is above 23%, as increasing dry matter has been linked with lower bruise susceptibility in this cultivar.

Passing fruit through the supply chain as quickly as possible is recommended because stored fruit are more susceptible to bruising upon ripening than un-stored fruit.

Squeezing of fruit by retail staff, shoppers and consumers is the predominant cause of flesh bruising. Possible solutions include educating these groups about appropriate handling techniques, arranging retail displays into relative ripeness categories (eg ‘ripe and ready to eat now’ or ‘ready to eat in 2-3 days’), providing fruit in pre-packed formats (eg net bags, clam shells), and/or developing decision aid tools (DATs) that can used to objectively determine fruit firmness (ripeness) in a non-bruising manner. Research by our team has shown that shoppers responded positively to a prototype DAT, indicating that such devices would be readily adopted by shoppers if made available.

Pre-harvest factors including tree nutrition, irrigation regime, rootstock cultivar, tree vigour, crop load and canopy management are known to affect avocado fruit quality in terms of ripening time, physiological disorders and/or post-harvest disease. These factors are highly likely to also affect bruise susceptibility, although there is next to no published research in this area.

Where to next?

During the next few months, the project team will monitor fruit quality through actual supply chains in the field and through simulated supply chain scenarios in the laboratory. The applied aim is to gain a better understanding of the quantitative extents to which some abovementioned factors, including post-harvest temperature and fruit dry matter at harvest, affect final fruit quality.

The focus will be on flesh bruising susceptibility, incidence and severity. However, body rot susceptibility, incidence and severity will also be carefully assessed. Crucially, the effect of impact injury at harvest on final fruit quality in terms of rots as well as bruising will be investigated.  Fruit subjected to a controlled impact at the beginning of the supply chain will be compared and contrasted to fruit that receive no impact. In doing so, we aim to clearly demonstrate how careful handling at harvest can help deliver high-quality fruit to consumers.

Want more information?

For more information, our previous Talking Avocado articles are also online:

Acknowledgements

The Supply chain quality improvement – Technologies and practices to reduce bruising (AV15009) project is funded by Hort Innovation using the Hort Innovation Avocado research and development levy with co-investment from the Queensland Department of Agriculture and Fisheries, The University of Queensland, Avocados Australia and contributions from the Australian Government.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

 

Does impact injury at harvest increase body rots at retail?

This article appears in the Autumn 2018 edition of Talking Avocados (Volume 29 No 1).

Does impact injury at harvest increase body rots at retail?

By Melinda Perkins, Muhammad Mazhar, Daryl Joyce, Noel Ainsworth, Lindy Coates and Peter Hofman

In spite of burgeoning demand for avocados, meeting consumer expectations for fruit quality is an ongoing challenge.

Recent monitoring of avocado fruit quality in Australian retail stores found that body rots were the second most common internal quality defect, after flesh bruising1. Body rots are most often the result of a fungal disease known as anthracnose. Symptoms initially appear as light brown circular lesions and enlarge to produce sunken dark-brown or black areas on the fruit surface, sometimes with salmon-pink spore masses in the centre of lesions (Figure 1)2.

 

Figure 1.  Anthracnose in Shepard avocado fruit

Symptoms can be harder to detect externally in Hass fruit, however, due to the blackening of the skin during ripening. In the course of our research on avocado bruising, we noticed that unripe fruit subjected to impact injury seemed to be more prone to body rots when they ripened. We decided to investigate the issue further. Here, we provide an overview of the anthracnose infection process and how mechanical wounding of avocado fruit might trigger the disease. Findings from our preliminary experiments are also presented.

Evidence for impact-induced body rots

Hass avocado fruit subjected to either a 50cm or 100cm drop height at the hard green mature stage using a swing arm device (Figure 2) showed no signs of flesh bruising, but began exhibiting body rots seven days after impact when held at 20°C3. Between seven and 15 days after impact, body rots frequently occurred at the impact site in one or two of the five different fruit assessed daily from each drop height treatment.

Figure 2. Swing arm device used in laboratory experiments to apply controlled and consistent impacts to fruit.

 

By comparison, no rot development was found in non-impacted control fruit. The finding prompted us to undertake preliminary research into this phenomenon. We found that a drop height of 30cm incurred on the day of harvest significantly increased the number and size of body rots expressed at the impact site in Hass fruit at the soft ripe stage (Figure 3).

Figure 3. Flesh surface of ‘Hass’ avocado fruit subjected to no impact (left) and impact from a 30cm drop height (right) on day of harvest showing differences in body rot expression at soft-ripe stage.

However, no significant difference in body rot incidence or severity was observed between non-impacted fruit and fruit subjected to a 15cm drop height. Whilst these initial findings provide evidence of a link between impact injury and body rot expression, large-scale experiments conducted across multiple seasons and orchards are needed to validate the relationship. Formal identification of the causal pathogen is also required.

What triggers anthracnose?

The symptoms of anthracnose usually develop on avocado fruit as they ripen after harvest. However, initial infection generally occurs in the orchard during fruit set and development4. Spores of the fungal pathogen (which could be one of a number of different Colletotrichum species now known to be associated with anthracnose in avocado) are deposited on the fruit surface by water dispersal (e.g. rainfall). Under the right conditions, spores germinate to produce infection structures called appressoria, which anchor themselves firmly to the surface of fruit. Appressoria then germinate to produce a short infection peg in the cuticle of the fruit skin5. At this point, fungal growth stops and the pathogen remains dormant or ‘quiescent’. Identifying the triggers that activate pathogen growth upon fruit ripening has been the focus of much research.

Avocados have been shown to produce six natural defence compounds that are toxic to C. gloeosporioides6-9. The most abundant is generally a triene compound called Persenone A10. However, a related diene compound called persin has received the most attention as it is more potent or ‘fungitoxic’ than other defence compounds7-9. Persin levels in the peel rapidly decline after harvest7, 11, which partly explains why ripe fruit are more susceptible to body rots than unripe fruit.

Ripening also causes the pH of the peel to increase, which in turn triggers the pathogen to release a tissue-degrading enzyme called pectate lyase12. The pathogen itself is capable of altering fruit pH by releasing ammonia into the fruit tissues, further hastening body rot development13.

A favourable balance of mineral nutrients in the fruit can help combat anthracnose. Fruit with low nitrogen levels, high calcium levels and/or a low nitrogen to calcium (N:Ca) ratio tend to be less susceptible to body rots14-19. Calcium ions bind with pectic substances in the cell walls, making them less accessible to cell wall-degrading enzymes produced by the pathogen20. It is also suggested that avocado fruit use calcium ions as a signal to initiate defence responses to pathogen invasion21. Nitrogen, on the other hand, promotes anthracnose. Nitrogen is used by the pathogen to produce ammonia and trigger secretion of the pectate lyase enzyme22. The more nitrogen the pathogen can access, the greater the amount of enzyme it secretes23.

Once the infection process has been activated, the rate of disease development will largely depend on the temperature and humidity at which the fruit are held. Body rots can be limited by ensuring fruit are not wet when harvested, cooling fruit to 5°C (for Hass) as soon as possible after harvest, application of post-harvest fungicides and ensuring ripening temperatures do not exceed 24°C.

How might impact injury promote anthracnose?

Cell damage at the site of impact becomes immediately apparent in freshly harvested unripe avocado fruit, even though bruising may not occur24. Cells of unripe fruit are relatively elastic, but magnetic resonance imaging suggests that cellular fluids are forced out of the cells and into surrounding air spaces upon impact24. Injured fruit may respond with a rapid increase in respiration rate and accelerated softening25. Other types of mechanical injuries to avocado fruit produce similar responses. Increased respiration rate26, ethylene production26, 27 and tissue softening26 were observed in unripe avocados subjected to cutting injury.

Most of these responses are indicative of early ripening and (as discussed above) ripening is a trigger for anthracnose development. However, our preliminary studies found that whilst impact injury of hard fruit often promoted body rots, it did not hasten fruit softening. Other researchers also reported that impact injury does not promote ripening of avocado fruit28. This may mean that other factors contribute to impact-induced body rot development.

Changes in the levels of antifungal defence compounds in response to injury may be one factor. Freshly harvested avocado fruit subjected to multiple puncture wounds showed an initial spike in persin levels after 24 h29, but this was followed by a rapid decline to sub-fungitoxic levels9 six days after wounding. Whether antifungal compounds decrease more rapidly in impacted fruit than in non-impacted fruit is not known. If they do, then it may help to explain the greater body rot expression seen in response to impact injury.

Where to next?

Despite some evidence that impact injury promotes postharvest disease in avocado, rigorous research is needed to characterise and confirm the relationship, and to determine the potential economic consequences for industry stakeholders. Better understanding of underlying causes for impact-induced anthracnose is also needed, as existing information is limited and sometimes contradictory.

The current project (AV15009) will begin by monitoring body rot development in pre-impacted freshly harvested Hass avocados as they progress through actual and laboratory-simulated supply chains.  Results will be compared with those obtained for non-impacted control fruit subjected to the same supply chain conditions. Data could then be used to predict final fruit quality and subsequent profitability in response to differing supply chain management practices.

Acknowledgement

The Supply chain quality improvement – Technologies and practices to reduce bruising project (AV15009) is funded by Hort Innovation, using the Hort Innovation avocado research and development levy, co-investment from the Queensland Department of Agriculture and Fisheries, the University of Queensland, Avocados Australia Ltd and contributions from the Australian Government.

References

  1. Tyas, J. (2016). Avocado industry fruit quality benchmarking. Final report AV11015. Horticulture Innovation Australia, Sydney.
  2. Dann, E.K., Ploetz, R.C., Coates, L.M. and Pegg, K.G. (2013). Foliar, fruit and soilborne diseases, p. 380-422. In: B.A. Schaffer, B.N. Wolstenholme and A.W. Whiley (eds.). The avocado: Botany, production and uses. 2nd ed. CABI Publishing: Wallingford, UK.
  3. Joyce, D.C., Mazhar, M.S. and Hofman, P.J. (2015). Reducing flesh bruising and skin spotting in ‘Hass’ avocado. Final report AV10019. Horticulture Australia Limited, Sydney, Australia.
  4. Peterson, R. (1978). Susceptibility of Fuerte avocado fruit at various stages of growth, to infection by anthracnose and stem end rot fungi. Australian Journal of Experimental Agriculture and Animal Husbandry 18, 158.
  5. Coates, L.M., Muirhead, I.F., Irwin, J.A. and Gowanlock, D.H. (1993). Initial infection processes by Colletotrichum gloeosporioides on avocado fruit. Mycological Research 97, 1363-1370.
  6. Adikaram, N.K.B., Ewing, D.F., Karunaratne, A.M. and Wijeratne, E.M.K. (1992). Antifungal compounds from immature avocado fruit peel. Phytochemistry 31, 93-96.
  7. Sivanathan, S. and Adikaram, N.K.B. (1989). Biological activity of four antifungal compounds in immature avocado. Journal of Phytopathology 125, 97-109.
  8. Domergue, F., Helms, G.L., Prusky, D. and Browse, J. (2000). Antifungal compounds from idioblast cells isolated from avocado fruits. Phytochemistry 54, 183-189.
  9. Prusky, D., Kobiler, I., Fishman, Y., Sims, J.J., Midland, S.L. and Keen, N.T. (1991). Identification of an antifungal compound in unripe avocado fruits and its possible involvement in the quiescent infections of Colletotrichum gloeosporioides. Journal of Phytopathology 132, 319-327.
  10. Rodriguez-Lopez, C.E., Hernandez-Brenes, C. and Diaz De La Garza, R.I. (2015). A targeted metabolomics approach to characterize acetogenin profiles in avocado fruit (Persea americana). RSC Advances 5, 106019-106029.
  11. Prusky, D., Keen, N.T. and Eaks, I. (1983). Further evidence for the involvement of a preformed anti-fungal compound in the latency of Colletotrichum gloeosporioides on unripe avocado fruits. Physiological Plant Pathology 22, 189-198.
  12. Yakoby, N., Kobiler, I., Dinoor, A. and Prusky, D. (2000). pH regulation of pectate lyase secretion modulates the attack of Colletotrichum gloeosporioides on avocado fruits. Applied and Environmental Microbiology 66, 1026-1030.
  13. Prusky, D., McEvoy, J.L., Leverentz, B. and Conway, W.S. (2001). Local modulation of host pH by Colletotrichum species as a mechanism to increase virulence. Molecular Plant-Microbe Interactions 14, 1105-1113.
  14. Leonardi, J. (2005). Avocado canopy and orchard floor management. Final report AV00007. Horticulture Australia Ltd, Sydney, Australia.
  15. Vuthapanich, S. (2001). Preharvest practices affecting postharvest quality and mineral composition of ‘Hass’ avocado fruit. PhD Thesis, The University of Queensland, Australia.
  16. Marques, J.R., Hofman, P.J. and Wearing, A.H. (2003). Rootstocks influence ‘Hass’ avocado fruit quality and fruit minerals. Journal of Horticultural Science & Biotechnology 78, 673-679.
  17. Coates, L.M., Dann, E.K., Shuey, L.S., Smith, L.A., Dean, J.R., Cooke, A.W., Pegg, K.G., Hofman, P.J., Marques, J.R., Stubbings, B.A. and Whiley, A.W. (2011). Effects of rootstock on avocado fruit quality – assessment of postharvest disease, major cations and biochemical traits. In: Proceedings VII World Avocado Congress, Cairns, 5-9 Sep.
  18. Willingham, S.L., Pegg, K.G., Anderson, J.M., Cooke, A.W., Dean, J.R., Giblin, F.R. and Coates, L.M. (2006). Effects of rootstock and nitrogen fertiliser on postharvest anthracnose development in Hass avocado. Australasian Plant Pathology 35, 619-629.
  19. Whiley, A.W. (2013). Rootstock improvement for the Australian avocado industry – phase 3. Final report AV08000. Horticulture Australia Ltd, Sydney, Australia.
  20. Wehr, J.B., Menzies, N.W. and Blamey, F.P.C. (2004). Inhibition of cell-wall autolysis and pectin degradation by cations. Plant Physiology and Biochemistry 42, 485-492.
  21. Djami-Tchatchou, A.T., Straker, C.J. and Allie, F. (2012). 454 sequencing for the identification of genes differentially expressed in avocado fruit (cv. Fuerte) infected by Colletotrichum gloeosporioides. Journal of Phytopathology 160, 449-460.
  22. Kramer-Haimovich, H., Servi, E., Katan, T., Rollins, J., Okon, Y. and Prusky, D. (2006). Effect of ammonia production by Colletotrichum gloeosporioides on pelB activation, pectate lyase secretion, and fruit pathogenicity. Applied and Environmental Microbiology 72, 1034-1039.
  23. Drori, N., Kramer-Haimovich, H., Rollins, J., Dinoor, A., Okon, Y., Pines, O. and Prusky, D. (2003). External pH and nitrogen source affect secretion of pectate lyase by Colletotrichum gloeosporioides. Applied and Environmental Microbiology 69, 3258-3262.
  24. Mazhar, M., Joyce, D.,Cowin, G., Brereton, I., Hofman, P., Collins, R. and Gupta, M. (2015). Non-destructive 1H-MRI assessment of flesh bruising in avocado (Persea americana) cv. Hass. Postharvest Biology and Technology 100, 33-40.
  25. Ben-Yehoshua, S., Robertson, R.N. and Biale, J.B. (1963). Respiration and internal atmosphere of avocado fruit. Plant Physiology 38, 194-201.
  26. Starrett, D.A. and Laties, G.G. (1991). Involvement of wound and climacteric ethylene in ripening avocado disks. Plant Physiology 97, 720-729.
  27. Owino, W.O., Nakano, R., Kubo, Y. and Inaba, A. (2002). Differential regulation of genes encoding ethylene biosynthesis enzymes and ethylene response sensor ortholog during ripening and in response to wounding in avocados. Journal of the American Society for Horticultural Science 127, 520-527.
  28. Arpaia, M.L., Mitchell, F.G., Katz, P.M. and Mayer, G. (1987). Susceptibility of avocado fruit to mechanical damage as influenced by variety, maturity and stage of ripeness. South African Avocado Growers’ Association Yearbook 10, 149-151.
  29. Prusky, D., Karni, L., Kobiler, I. and Plumbley, R. A. (1990). Induction of the antifungal diene in unripe avocado fruits: effect of inoculation with Colletotrichum gloeosporioides. Physiological and Molecular Plant Pathology 37, 425-435.

 

Australian Avocados Marketing Update 17/08/18

It’s been 25 years since avocado toast first smashed its way into our lives, and now the man credited with starting the worldwide food phenomenon is back with a new twist on the popular dish.

Iconic Aussie restauranteur Bill Granger first put avocado on a piece of toast and served it at his café in Sydney’s Darlinghurst back in 1993. Not only did he launch ‘brunch’ as we now know it, but he also sparked Australia’s great love affair with the versatile fruit.

To help Australians celebrate the 25-year milestone, the ‘father of smashed avo’ has shared his fresh, new avocado go-to dish for 2018 – avocado and smashed cucumber salad with mirin and sesame.

Hort Innovation marketing worked closely with Avocados Australia to develop the 25 years timeline, qualifying consumption growth and plantings and Director Tom Silver supported the campaign by providing the growers perspective.

The marketing team pitched the Bill Granger recipe far and wide, and have now begun pitching three new avocado recipes.

So far there have been 53 pieces of media and social coverage involving Bill Granger, reaching an estimated 3.3 million. Highlights include:

Note, the marketing team is anticipating the reach number to increase significantly from the current 3.3 million once they receive the digital figures from the regional publications.

 

About the marketing program

See the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.

This update was provided by Hort Innovation for the 17 August 2018 edition of Guacamole.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

 

Australian Avocados Marketing Update 03/08/18

The last quarter has been a pivotal period for Australian Avocados, with the launch of the new ‘Smash an Avo’ campaign in April.
Following an extensive process, new creative and a new logo were developed, under the over-arching theme “Avocados make everything better – Smash an Avo”. We wanted to ensure we used media to our advantage with our new campaign, so we used high impact media formats such as television and Out of Home (OOH) initially, to establish visibility with a broad audience quickly. More details about this, as well as the rest of the avocados activity that occurred, below.

Television

The Australian Avocados television campaign launched on the 29 April, and was on screens nationwide for four weeks. The goal for this campaign was for 40% of our target audience (grocery buyers aged 25-54) to see the ad at least two times in this period. We achieved this goal in all metro and regional markets except for Sydney, where we were below the tolerance by 0.7%. During this period, the ad was in seven out of the top 10 most watched programs, including The Voice and MasterChef. We underpinned these key programming by appearing within consistently rating programs such as news, current affairs shows, Family Feud and The Project.
If you would like to view the ad, you can find it here – https://bit.ly/2tzpFFt.

 

 

 

 

 

 

Mumbrella ad of the month award

Each month, the marketing industry publication, Mumbrella, nominates a number of television ads that are up for ‘ad of the month’. For the month of May, they put forward the Australian Avocados ad as a nominee, up against Hahn, McDonalds and Ebay, with readers voting in a poll to determine the winner. The Australian Avocados ad resonated most, winning the title of ‘ad of the month’, which is an amazing achievement when considered the calibre (and marketing budgets) of the other nominees! Comments included that it was an “original advertisement which is really entertaining” saying it is nice to “see marketing hitting the mark”. Read the article here – https://bit.ly/2xFq39V.

Digital

In addition to the television activity, we also had eight weeks of digital activity that ran from 29 April to 23 June. We had standard video ads, six-second YouTube ads, and 15-second Spotify audio ads. All facets of our digital campaign achieved an above-benchmark result during this period. We finished with an overall Completion rate and Viewability of 84% and 79% respectively for the video component. Spotify had an audio completion rate of 91% across 190,000+ impressions and impressively YouTube served 4,547,000+ impressions with a 92% completion rate and 95% Viewability score. This campaign has delivered well beyond its designated benchmarks through careful planning and optimisation of sites, and weighting to current events such as popular catch up television shows such as My Kitchen Rules, Love Island and MasterChef, as well as live events such as NRL which is now being broadcast live and free on the 9Now app.

Definition of some common digital terms
Completion Rate – The percentage of all video ads that play through their entire duration to completion. Calculated as complete video plays divided by ads served.
Viewability – An online advertising metric that aims to track only impressions that can actually be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable.
Impression – An impression is the display of an ad to a user while viewing a web page. If a single web page contains multiple advertisements from one advertiser, one impression is counted for each ad displayed.

OOH Retail

Out of Home (OOH) digital shopping centre screens are the last form of advertising to communicate to the shopper before the purchasing decision is made. This form of advertising reinforces the message in consumers’ minds and helps to drive action before consumers enter the grocery store. The OOH activity included three pieces of creative featuring three different meal ideas being run on television screens located at select shopping centres across Australia to inspire consumers while grocery shopping.
Australian Avocados were on 786 screens nationwide from 29 April until 9 June, across both a variety of shopping centres (through Val Morgan Outdoor) and Westfield shopping centres.
The reach of this activity was huge; the Val Morgan outdoor activity reached 6,023,080 people an average of 10.5 times, while the Westfield activity reached 5,409,000 people an average of 10.5 times. The Westfield activity was targeted towards more affluent centres, while the Val Morgan activity uses class-leading real-time audience technology, which uses facial recognition software and audience metrics devices measuring those viewing content based on their age and gender and can serve ads accordingly. This means that the ad was only shown when the majority of people walking by and viewing the ad were in our target demographic – pretty amazing technology!

 

 

 

 

 

 

OOH Gyms

To drive frequency, we extended our screen reach into both Anytime Fitness and Fitness First gyms. On average Anytime Fitness members attend the gym 3.4 times a week, and spent an average of 80 minutes there. We had 260 Portrait Screens + 600 Landscape TVs reaching 726,643 unique gym users across June. As a bonus, we also received a recipe in the June Anytime Fitness EDM which links directly through to the Australian Avocados consumer-facing website.
Across Fitness First gyms, we had 1,822 Landscape TVs, reaching 1,223,400 unique gym users across June. We also received bonus activity for this element; a full-page ad in the July/August issue of the Fitness First magazine and a one-page editorial piece on why avocados are a necessity not a luxury in your nutrition.

 

 

 

 

 

 

Social Media

Social Media remains an integral part of the media mix. Remaining ‘always on’, it ensures avocados are top of mind year-round. Each month, we reach more than 500,000 consumers with avocado content. During the last few months, our new recipe content, in particular, has proved very popular; it’s very encouraging to see consumers trialling avocados in ways they wouldn’t have previously, such as the Avocado Cheesecake (below).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Posting recipe content from the Australian Avocados website, combined with the launch of the new campaign, has seen a huge increase in visits to the website. There were more than 35,000 visits to the website in May alone, and increase of 29% from the previous highest month.

Myfoodbook

The Australian Avocados subscription with Myfoodbook has been active since November 2017. In that time, Australian Avocado recipes have been viewed nearly 140,000 times. Video content has also been created and shared, with 38,600 views so far, with more video content to come! Avocado recipes have also been featured in the ‘Good for you’ foodbook, which has been downloaded over 11,000 times, and will be featured in the ‘Around the World’ foodbook launching in August. Find all the recipe content and cookbooks at www.myfoodbook.com.

 

 

 

 

 

 

 

 

 

About the marketing program

See the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.

This update was provided by Hort Innovation for the Autumn 2018 edition of Talking Avocados.