Australian Avocados Marketing Update 19/1/18

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.

Digital avocado campaign

A three-month digital campaign went live from September to mid-December 2017, to keep avocados top of mind for consumers. This campaign involved playing the 30-second “Perfect Match” television commercial (TVC), and included placements on catch-up TV sites such as Tenplay and on contextually relevant websites.

The aim of this activity was to remind and inspire consumers of the versatility of avocados, “the perfect partner to so many other ingredients”. One of the goals of the campaign was to reach more than 1.7 million eyeballs over its duration. With a fortnight to go on the activity, the content had already delivered more than 2.1 million impressions. A single impression is counted when an ad is displayed on a website.

There has also been activity on YouTube, with the 15-second ad running before the selected video (known as a pre-roll). This activity targeted food, recipes and cooking related content, to ensure it was reaching people who were interested in the content. Final results and analysis on the performance of the digital activity will be available in the Autumn edition of Talking Avocados.

 

This update was provided by Hort Innovation for Guacamole 19 January 2018.

Best practice handling to reduce flesh bruising

This article appears in the Summer 2018 edition of Talking Avocados (Volume 28 No 4).

Best practice handling to reduce flesh bruising

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

Improving the quality of avocado fruit purchased by consumers is a primary goal of the Australian avocado industry. Flesh bruising is among the most common avocado quality defects encountered at retail. It can cause substantial consumer dissatisfaction. In our last Talking Avocados article (Winter 2017), we discussed production of more robust fruit through careful pre-harvest management and harvesting as a farm-based approach to reducing flesh bruising at retail. Here we discuss the post-harvest side of the issue in terms of: what can be done to limit exposure of the fruit to damage events likely to cause bruising; and, how much is ‘too much’ damage? We briefly review the current state of knowledge and propose best practice recommendations towards reducing flesh bruising at retail.

When does bruising occur?

Flesh bruising is most evident in avocado fruit at the retail and consumer stages in the supply chain. Studies conducted within the past five years suggest that bruising affects around one in every three Hass fruit sampled from retail displays1, 2. In contrast, bruising has been reported to occur in less than one in every 10 fruit sampled between harvest and packhouse3 and from ripener and distribution centre1. In investigating events that lead to flesh bruising, we note that injured avocado flesh takes about 24 hours to develop the visible resultant bruise1 (Figure 1).


Figure 1: Relative bruise severity development over time in ‘firm-ripe’ stage cv. Hass avocados subjected to impacts from various drop heights. Photos show visible flesh bruising 48 hours after impact

What events cause the most bruising?

Greater degrees of bruising at later stages in the supply chain are the result of two factors. Firstly, fruit becomes more susceptible to bruising as they ripen and soften1, 4-7. Secondly, fruit are increasingly squeezed by retail staff, shoppers and consumers when being ‘tested’ for ripeness6 (Figure 2). In a survey of Australian avocado consumers, 97% squeezed avocado fruit when assessing ripeness8. Moreover, shoppers have been observed to handle three times more avocados than they actually purchase6. Thus, most fruit on retail display have likely been squeezed multiple times.

Figure 2: Squeezing of avocado fruit on retail display to ‘test’ for ripeness (courtesy Sha Liao)

These squeezing or compression events generally cause enough damage to express as bruising of the fruit flesh. It has been found that shoppers typically apply compression forces ranging from three to 30 Newtons (N) to firm-ripe avocado fruit when assessing ripeness6. For context, a ‘slight’ thumb compression of 10N applied to a firm-ripe fruit causes visible bruising within 48 hours at 20°C. Single squeezes by shoppers produced varying degrees of bruising in every fruit assessed and bruising was more severe than in non-handled fruit6. Extensive bruising occurred in fruit subjected to multiple handling; that is, fruit handled once by each of 20 different shoppers6 (Figure 3).

Figure 3: Hass avocado fruit exhibit extensive flesh bruising in response to multiple handling by shoppers

Post-purchase handling of fruit by consumers also contributes to total bruising. Bruise-free fruit provided to consumers at retail check-out and subjected to their ‘normal’ handling practices for two days developed greater incidence (ie frequency) and severity (ie degree) of bruising than non-handled fruit6.

In addition to squeezing or compression, striking or impact damage at all stages of the supply chain can adversely affect final fruit quality. For unripe Hass avocados at the hard green mature stage, controlled impact from a drop height of 100cm caused tissue injury. However, flesh bruising did not show up when the fruit finally ripened9. Nevertheless, our research suggests that a drop height of 30cm for hard green mature fruit can trigger body rot development upon ripening, while a drop height of 15cm does not (unpublished data). These findings of increased decay highlight the need for careful handling of fruit from harvesting onwards through the whole supply chain. Hence, keeping drop heights below 15cm for hard green mature fruit will probably reduce the incidence and severity of body rots at retail and consumer stages.

As fruit ripen, the drop or impact height at which bruising develops decreases. At the ‘softening’ stage, a 10cm drop height caused substantial bruising of >3mL flesh bruise volume. Bruising was relatively negligible at <1mL bruise volume for drop heights ≤5cm (Ledger, unpublished data). For ‘firm-ripe’ fruit, drop heights of 2-3cm were sufficient to cause bruising5, 7.

Temperature can affect avocado bruise expression. For cv. Hass, damage events result in substantially less bruise volume if fruit temperature is maintained at 5°C post-injury. Impact from 25cm did not result in bruise expression in ‘firm-ripe’ fruit subsequently held at 5°C1. However, the same impact caused visible bruising in at least nine of 10 fruit held at either 15 or 25°C1. Maintaining relatively low fruit temperature is also important for suppressing postharvest disease expression10, 11.

How can bruising be avoided?

Education and training

Retail staff, shoppers and consumers all need to be aware of their crucial roles in maintaining avocado fruit quality. In this regard, education is critically important in reinforcing correct handling techniques which minimise flesh bruising. Most consumers do not link their ‘bad avocado experience’ with excessive handling. Only 42% agreed with a statement that “bad avocados have been handled or touched too much”8. Importantly, shoppers should be encouraged to limit their squeezing of fruit. Moreover, fruit selected for purchase should be carefully packed with chilled grocery items and promptly taken home. Once ripe (ie, soft), avocado fruit can then be kept in the refrigerator for use within three days. On the other hand, encouraging consumers to purchase unripe fruit may reduce their risk of encountering bruising. However, many consumers seek ‘ripe-and-ready’ fruit. Also, consumers generally lack the confidence to ripen fruit at home8. In this respect, ‘how-to’ guides can be provided.

Workers at all stages in the supply chain from harvest to retail need to be instructed and reminded to maintain cv. Hass fruit at 5°C wherever possible, except during ripening. Drop heights ≥15cm must be avoided for hard fruit. For softening fruit, drop heights should be kept below 10cm. Retail staff should be educated and reminded to handle fruit from firm-ripe stage onwards ‘like eggs’, without dropping and/or careless squeezing.

Retail display

Managing retail displays to promote rapid stock turnover and lessen handling events can reduce handling of individual fruit. Small volume displays might logically be assumed to result in rapid stock rotation. However, data from the USA suggests that small volume displays are a barrier to purchase12. Large displays, on the other hand, were reported to promote sales by inspiring shopper confidence that the avocados are fresh12 and by capturing the attention of impulse buyers13. Around one-third of impulse buyers in the USA indicated that an eye-catching display influenced their decision to purchase avocados13. The display size required to minimise bruising is likely to vary with retail store type and location and also shopper demographics. It is problematic to make recommendations on retail display size until its effects on fruit quality have been fully researched.

Posters, signage and leaflets add visual impact to displays and also present opportunity to provide point-of-sale advice (Figure 4). Most consumers considered that posters at the point of purchase are a preferred source of information on avocado selection, storage, ripening and usage8. Arranging the display into different ripeness categories has been shown to reduce fruit handling by shoppers (Hort Innovation project AV15011, unpublished data).

Figure 4: Prominent point-of-sale poster provides information to shoppers on avocado selection (courtesy Sha Liao)

Packaging

Selling avocados in pre-pack formats, such as plastic-wrapped trays, netting bags or clamshell punnets (Figure 5) may potentially reduce bruising by limiting individual fruit handling by consumers. However, careful studies are warranted to quantify the effect of packaging on avocado bruising at retail. Moreover, consumers in general prefer to purchase loose avocados, including because they find it difficult to judge quality and ripeness of packaged avocados12, 13. In Australia, 83% of avocado consumers indicated that their purchases for the previous month were comprised solely of loose avocados14. Nonetheless, pre-packaged avocados are gaining popularity in overseas markets. In the USA, the pre-packaged segment of the retail avocado market has risen sharply in the past two years to now comprise around a third of total sales volume15. Small avocados marketed as ‘mini’, ’baby’ or ‘cocktail’ fruit are increasingly available in Europe16-18 and North America19, and tend to be sold in pre-packaged formats.

Figure 5: Avocado ‘pre-pack’ options available in Australian supermarkets: (a) flowpacked rigid plastic tray, (b) netting bag and (c) clamshell rigid plastic punnet

Technology

Development of in-store decision aid tools (DAT) to enable non-bruising assessment of fruit firmness by retail staff and shoppers is a relatively novel approach to reduce flesh bruising in avocado fruit. A range of sensor technologies have been tested with a view to non-destructively assessing avocado firmness. They include acoustic resonance, laser Doppler vibrometry, low mass impact sensors, micro-deformation sensors, near infra-red spectroscopy, optical-based tactile sensors and ultrasound. However, none are currently being used in retail environments. Obstacles to commercial use include cost, operator skill and /or maintenance and calibration. A prototype DAT based on a force-sensing resistor placed between the thumb and the fruit was recently developed and tested by us for in-store use. In-store surveys found it was favourably received by shoppers. The device was rated as “helpful” or “very helpful” for assessing avocado firmness by 97% of survey participants (unpublished data). However, a cost-effective retail-ready DAT is still some development and commercialisation ‘time’ away from adoption.

Recommendations

On the basis of past and recent studies, the following post-harvest practices are recommended to reduce flesh bruising and /or body rots in avocado:

  • keep drop heights below 15cm for hard green mature fruit
  • keep drop heights below 10cm for softening fruit
  • handle fruit carefully without dropping or excessive squeezing from firm-ripe stage onwards
  • hold fruit at 5°C where possible (except during ripening).

Practices which are likely to limit avocado bruising, but for which strong supporting evidence is still lacking, include:

  • train retail staff in appropriate handling techniques
  • arrange retail displays into ripeness categories
  • provide point of sale information on fruit selection for ripeness
  • provide consumers with ‘pre-pack’ options
  • inform consumers of appropriate in-home handling and storage techniques.

The above measures have already been implemented by the Australian avocado industry in varying combinations and extents. Presumably, widespread uniform adoption requires more compelling evidence of effectiveness in lessening flesh bruising. In this regard, three concurrent co-ordinated Hort Innovation avocado supply chain quality improvement projects are working towards this goal through investigating techniques to reduce bruising (AV15009) and quantifying benefits of appropriate cool chain management (AV15010) and retail displays (AV15011).

Acknowledgement

The Supply chain quality improvement – Technologies and practices to reduce bruising project (AV15009) is being conducted by the Queensland Department of Agriculture and Fisheries in collaboration with The University of Queensland and Avocados Australia Ltd. The project is funded by Hort Innovation using the avocado levy and contributions from the Australian Government.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

 

 

 

References

1. Joyce, D.C., M.S. Mazhar, and P.J. Hofman (2015). Reducing flesh bruising and skin spotting in ‘Hass’ avocado. Final report AV10019. Horticulture Australia Limited, Sydney, Australia.
2. Tyas, J. (2016). Avocado industry fruit quality benchmarking. Final report AV11015. Horticulture Innovation Australia, Sydney.
3. Hofman, P.J. (2002). Bruising of ‘Hass’ avocado from harvest to the packhouse. Final report AV02015. Horticulture Australia Limited, Sydney.
4. Arpaia, M.L., F.G. Mitchell, P.M. Katz, and G. Mayer (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.
5. Baryeh, E.A. (2000). Strength properties of avocado pear. Journal of Agricultural Engineering Research 76, 389-397.
6. Joyce, D.C., M.S. Mazhar, and P.J. Hofman (2015). Understanding and managing avocado flesh bruising. Final report AV12009. Horticulture Australia Limited, Sydney, Australia.
7. Ledger, S.N. and L.R. Barker (1995). Black avocados – the inside story, p. 71-77. In: The Way Ahead. Proceedings of the Australian Avocado Growers’ Federation Conference, Freemantle, 30 April – 3 May.
8. Jones, T. (2014). Project Avocado Education QN. Final report AV12035. Horticulture Australia Limited, Sydney.
9. Mazhar, M., D. Joyce, G. Cowin, I. Brereton, P. Hofman, R. Collins, and M. Gupta (2015). Non-destructive 1H-MRI assessment of flesh bruising in avocado (Persea americana M.) cv. Hass. Postharvest Biology and Technology 100, 33-40.
10. Everett, K.R. (2003). The effect of low temperatures on Colletotrichum acutatum and Colletotrichum gloeosporioides causing body rots of avocados in New Zealand. Australasian Plant Pathology 32, 441-448.
11. Hopkirk, G., A. White, D. Beever, and S. Forbes (1994). Influence of postharvest temperatures and the rate of fruit ripening on internal postharvest rots and disorders of New Zealand ‘Hass’ avocado fruit. New Zealand Journal of Crop and Horticultural Science 22, 305-311.
12. Hass Avocado Board (2013). Shopper Path to Purchase Study. http://www.hassavocadoboard.com/sites/all/themes/hab/pdf/HAB-Path-to-Purchase-Study.pdf. Accessed 28 April 2017.
13. Hass Avocado Board (2015). Shopper Path to Purchase Study. http://www.hassavocadoboard.com/sites/default/files/hab-ptp-quant-full-reportv1-usda-approved.pdf. Accessed 28 April 2017.
14. Allen, A. (2007). Australian avocado consumer research. AV04015 final report. Horticulture Australia Ltd, Sydney.
15. Hass Avocado Board (2017). Retail volume and price data. http://www.hassavocadoboard.com/retail/volume-and-price-data. Accessed 10 December 2017.
16. Butler, S. (2017). M&S selling stoneless avocado that could cut out risk of injuries. The Guardian. https://www.theguardian.com/lifeandstyle/2017/dec/07/marks-and-spencer-stoneless-avocado Posted 8 December 2017. Accessed 11 December 2017.
17. Butler, S. (2017). Tesco to sell tiny avocados in response to fruit’s global shortage. The Guardian. https://www.theguardian.com/business/2017/aug/18/tesco-to-sell-tiny-avocados-for-just-a-few-weeks Posted 19 August 2017. Accessed 11 December 2017.
18. Van Gastel, E. (2017). Mini avocados simply more festive during the holidays. Fresh Plaza. http://www.freshplaza.com/article/185958/Mini-avocados-simply-more-festive-during-the-holidays Posted 12 April 2017. Accessed 11 December 2017.
19. McMurrain, R. (2017). Introduction of Tiny Tim’s mini avocado product line. Fresh Plaza. http://www.freshplaza.com/article/184726/Introduction-of-Tiny-Tims-mini-avocado-product-line Posted 11 December 2017. Accessed 11 December 2017.

Australian Avocados Marketing Update 10/1/18

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.

Good Fat

The Australian Avocados pop-up restaurant, Good Fat, closed its doors on 1 December, after a very successful one-month activation.
Good Fat launched with an exclusive story in The Weekend Australian, coinciding with the one-year anniversary of Bernard Salt’s famous “avo-gate” column. The Australian exclusive also helped to secure Bernard Salt’s involvement in the media launch, which provided an interesting angle for the media coverage. This coverage was amplified by launching a search for someone to fill the dream job of “Head of Avo Control” at Good Fat. A job ad was posted on seek.com and pedestrian.tv, which went global. The ad was talked about 49 times in media, reaching a huge 44.1 million people globally, and was shared 41 times on social media, reaching 81.6 million people. Media highlights include an article on Ladbible, which has more than 29 million Facebook followers worldwide, and a segment on Sunrise. We received 25 job applications, with Sach Trikha, a 25-year-old from Bondi being the successful candidate. To see her menu recommendations, watch here – http://bit.ly/2qHWzoj.
A launch event was also held, with 80 high profile food influencers and media enjoyed an exclusive tasting at Good Fat by Australian Avocados generating instant social media coverage. Thanks to growers Tim and Katrina Myers and Kylie and Sam Collins for making the trip to Sydney and being great Avocado Ambassadors.

Coverage didn’t slow down once the restaurant was over; a further 55 pieces of coverage were secured during the month (of December), reaching 15.5 million people. An example of the type of content can be seen here on The Daily Telegraph’s Facebook page.
The PR campaign got amazing results, and amplified the key messaging nationwide. For those lucky enough to live in Sydney (or who were willing to travel, including one person who came all the way from Tasmania!), the food at the restaurant received rave reviews, with close to 2,000 meals served using nearly 500kg of avocado. The restaurant also allowed for a large amount of content to be created that will continue to live on, incorporated into the Australian Avocados website and social media pages. Be sure to try out the recipes featured at the restaurant, which can be found here – https://www.goodfatsydney.com/recipes-new.

 

 

This update was provided by Hort Innovation for Guacamole 10 January 2018.

 

 

 

Avoiding heat stress

Don’t be smashed by the heat this summer!

Working on an avocado orchard can be very hot, so make sure you take steps to protect your workers and yourself from heat stress this summer.

Working in hot and/or humid environments can be uncomfortable, but there is also the potential to suffer heat-related illness which can be fatal.

The risk is not only related to the temperature but a combination of factors which contribute to heat-related problems at work. These include:

  • exposure to direct sunlight, especially during the hottest part of the day
  • carrying out strenuous tasks or work for sustained long periods
  • exposure to additional heat from machinery
  • inadequate cooling off, rest periods or insufficient water consumption
  • climatic conditions (low air movement, high humidity, high temperature)
  • inappropriate clothing
  • factors that may cause dehydration such as poor diet, vomiting, diarrhoea, or alcohol and caffeine consumption.

To minimise the risk of stress to your employees:

  • provide rest areas/refuges to escape the heat that are close to their work and under shelter
  • select workers who have become acclimatised to the work environment
  • where possible, schedule work in cooler times of the year or at night, early morning or late afternoon
  • provide work-rest intervals to ensure sufficient breaks are taken
  • provide cool drinks or water as close as possible to the work area
  • help workers to monitor their hydration status via hydration test strips and urine colour charts
  • encourage workers to avoid diuretic drinks immediately prior to starting work and to rehydrate between shifts
  • encourage workers to consume water at the start of the shift so as to maximise their hydration status
  • ensure they are wearing personal protective equipment (PPE) such as:
    • a hat
    • vented safety eye wear (where safe to do so)
    • protective clothing (especially if made from natural fibre, will provide some protection against contact burns and radiation)
    • wearing light coloured (especially white, and reflective clothing e.g. aluminised)
    • wearing lightweight/cotton undergarments.

Use Workplace Health and Safety’s (WHSQ) heat stress calculator to help you determine the risks of heat stress at your workplace.
For more information about heat stress visit worksafe.qld.gov.au.

 

This article was provided by WorkSafe Queensland for the Guacamole of 21 December, 2017.

Australian Avocados Marketing Update 21/12/17

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.

Facebook connections

Managed by Hort Innovation on behalf of the industry, the Australian Avocados Facebook page is an important component of the industry’s marketing program.
The page is liked by more than 190,000 consumers (whose ‘likes’, comments and shares on the page reach even further to their own digital social circles). This audience continues to grow, with more than 4,000 new fans liking the page since October alone.
The aim of the Facebook page is to share content such as health facts, recipe ideas and hints and tips to consumers in a way that will resonate with the target audience, whilst keeping avocados top of mind for consumers year-round. An example of this is the below post, which speaks to the use of avocado as a butter replacement while utilising pop-culture references, in this case Tyrion Lannister from Game of Thrones. As of writing, this post has been online for four days, and during this time was seen by more than 355,000 people.

Facebook also allows for two-way conversation with consumers and gives the brand a personality that will make it memorable. Fans of the page regularly tag their friends, extending the reach of the posts and increasing the engagement.

With more than 16 million Australians now on social media, and 35% of these accessing these sites more than five times a day, Facebook is a great place to reach the masses in a cost-effective way.

This update was provided by Hort Innovation for Guacamole 21 December 2017.

Asia Fruit success for avocados & Taste Australia

This article appears in the Spring 2017 edition of Talking Avocados (Volume 28 No 3).

Asia Fruit success for avocados & Taste Australia

Maintaining the value of avocados is the key message for avocado grower Andrew Serra, after attending Asia Fruit Logistica as part of the Hort Innovation Taste Australia campaign.
Mr Serra joined Avocados Australia CEO John Tyas in Hong Kong for the giant trade show.
“The Taste Australia stand really stood out among the 43 exhibiting nations, strongly branding Australian horticultural produce,” Mr Tyas said.
Mr Serra said there was clearly strong demand for Australian avocados, especially in Hong Kong, for both fresh sales and use in the food service sector.
“However, what we need to work toward as an industry is maintaining value in the category,” he said.
“For example, we also grow bananas and while consumption and supply of bananas has increased in recent years by around seven percent, the value has correspondingly decreased by seven percent.” And that’s where export markets could play a key role for avocados, he says. “In five to 10 years, I predict that the smaller fruit is where the interest will be for export, in the premium and first grade categories,” Mr Serra said. “If we are directing the smaller size premium grades overseas, this would also mean more consistent sizing going into domestic markets. That said, we have to keep the eating quality of the fruit high, both domestically and for export markets.”
Speaking to Hort Innovation, Deputy Consul-General and Senior Trade Commissioner for the region, Sam Guthrie said a growing middle class in Asia was demanding quality produce that’s also safe.
“One of the key points about this though, is that it’s an extremely competitive market so whilst there’s a lot of opportunity in Asia, this is a market we have to fight for,” Mr Guthrie said.
“There is so much competition here (in Hong Kong). It’s a wonderful free market, it’s a free protocol market but that means everyone is here and selling their product, be it in the wholesale market or elsewhere.
“It’s really about putting investment and time and commitment into a market in order to seal that opportunity by telling your story effectively.”
Mr Serra said with a goal of Australia producing 100,000 tonnes a year by 2025, having accessible export markets would be important.
“It is forecast that the growing supply of Australian avocados will gradually catch up with the growing domestic demand and provide excess fruit for export,” he said.
Positively, Mr Serra said when he was questioned about Australian avocados during both Asia Fruit Logistica and the market tours surrounding the event, the first point of interest was quality, the second consistent supply of that quality fruit and the third price.
“It also seems to me that there’s a struggle to get good quality avocados on a regular basis in the Hong Kong market,” Mr Serra said.
“The demand is there, the question is whether we can compete on the international market with the strong Australian domestic avocado prices.”
Serra Farming is based at Tolga in North Queensland. The company has been growing avocados for six years and currently has about 8,500 trees, mainly Hass with some Shepard.

More information

Hear more from Sam Guthrie here: www.facebook.com/hortinnovation/videos/1399954430126067/

Nuffield Scholarship: avocado canopy management

This article appears in the Spring 2017 edition of Talking Avocados (Volume 28 No 3).

Nuffield Scholarship: avocado canopy management

The avocado industry’s Dudley Mitchell, an Avocados Australia director, is one of the 24 Nuffield Scholars named for 2018.
Dudley, from Bunbury, Western Australia, has received a scholarship supported by Woolworths, and will study current trends in canopy management of avocado orchards and how cultural practices will need to be addressed when considering high density planting.
“These will include but are not limited to establishment costs, pre-bearing tree management (from nursery to first year), use of PGRs, canopy architecture, pruning methods, machinery selection and use as well as a component of what the future holds in terms of ‘robot ready’ orchard design,” Mr Mitchell said.


“Conventional growing methods have led to a decline in water and land resources and have seen a plateau in profitability across the avocado sector.
“These factors are shifting grower interest away from conventional techniques to the use of high-density avocado planting to remedy these issues.”
However, Mr Mitchell believes the avocado industry’s current architectural growing model is not suited to high density plantings and will seek to identify new growing techniques, technologies and management systems that will be effective in the Australian sector as part of his study. Dudley’s company HCMS Pty Ltd manages Avonova Farms, a 50 hectare avocado orchard producing 800 tonnes of fruit per year on average, and a pack shed, which handles approximately 1,700 tonnes annually. Additionally, he is a co-investor in a planned 50 hectare expansion of the orchard that will be rolled out during the next three years.
“One of the four pillars of the recent Strategic Investment Plan for the avocado industry is to increase productivity by 10 percent without commensurate increases in production costs per kilogram,” Mr Mitchell said.
“Higher density planting may deliver greater productivity initially, and at a similar cost of production, however, without effective canopy management productivity will decline earlier in the life of the orchard when compared to conventional planting methods.
“I will be looking at the avocado industries in Chile, North America, Israel, New Zealand and South Africa during our off season, as well as studying other fruit cropping systems in these areas that have been successful in high density production in an effort to identify principles that can be adopted or adapted,” he said.
“Chile in particular is a world leader in high-density avocado orchards.” Mr Mitchell said the goal was to produce avocados two or three years after planting, rather than four or five.
Speaking to The Land newspaper, Nuffield CEO Jodie Dean said the scholarships had helped build the capacity of young agricultural leaders for more than 67 years.

Varroa mite update 14/11/17

Varroa mite program enters third stage

The below is a varroa mite email update from the Queensland Department of Agriculture and Fisheries, written on 14 November 2017 by Steve Anderson, Program Leader, National Varroa Mite Eradication Program, Biosecurity Queensland.

The National Varroa Mite Eradication Program, which was implemented in response to a detection of varroa mites (Varroa jacobsoni) in Townsville in June 2016, has entered into the third stage of the response – proof of area freedom. If there are no further detections of varroa mite, the program will be on track for the official declaration of eradication from Australia and the reinstatement of area freedom for the Townsville local government area in September 2019.

Until then, the program will concentrate on surveillance activities and community engagement as the hunt for varroa mite continues. If varroa mites or Asian honey bees are still present in the Townsville area, it is essential for the success of the program that they are found and destroyed. With bee activity on the increase in the warmer summer months, we are ramping up calls for the general public to report unusual bee activity and feral nests. We are also undertaking balloon surveillance around the Port of Townsville.

This transition could not have been achieved without the support of the honey bee industry at a national, state and local level, the Townsville beekeeping community and the wider public at large, who have been enthusiastic and cooperative throughout the program.

In particular the Townsville and District Beekeeping Association has been a constant source of assistance and information and have always been willing to assist with a range of activities – including sticky mat testing, other hive testing at more than 50 sites throughout Townsville, swarm reporting and sampling, and are always welcoming to members of the team at their regular meetings. Thank you for your continued assistance!

For those of you who are interested in how this response has tracked, the following timeline should be of interest:

27 June 2016 – 31 August 2016 – Response Phase

1 September 2016 – 28 February 2016 – Eradication Phase

1 March 2017 – 31 August 2019 – Proof of Area Freedom

Movement controls still in force

It’s important to note that, although there have been no varroa mites found since July 2016, movement controls remain in force until area freedom is declared. This means that no beehives, live bees or parts of beehives containing live bees or larvae, can be moved outside the Townsville City Council local government area without appropriate approvals. These should be obtained from Biosecurity Queensland at least seven days before the proposed movement. Contact 13 25 23 or email varroa@daf.qld.gov.au for more information.

Anyone moving live bees through the Townsville City Council area must ensure that bees are packaged and sealed in a manner that prevents the escape of live bees while they transit through the area.

We are also asking the transport industry to continue to “watch their load” on their planes, trains and automobiles (and boats) to make sure there are no rogue nests hitching a ride.

Praise for the Varroa mite team

Our National Varroa Mite Eradication Program team based in Townsville remains dedicated to the job at hand. They recently received a Department of Agriculture and Fisheries achievement award for their efforts, and it is a well-deserved accolade.

We are fortunate to have a team which includes a highly experienced entomologist, two experienced beekeepers and others with a great wealth of experience they have brought to the task. As the summer brings more difficult conditions for surveillance, I am sure the team will maintain their positive attitude and continue to work with industry and the wider community as we strive for area freedom.

Identification

Information and photos that can help you identify Asian honey bees and varroa mite are available at www.beeaware.org.au and general information can be found on the DAF website.

 

Australian Avocados Marketing Update 24/11/17

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.

Digital campaign to keep avocados “top of mind”

As part of Hort Innovation’s grower levy-funded marketing activity for the industry, a three-month digital campaign is underway to keep avocados top of mind.

The latest digital activity has now been live for about eight weeks, with a month remaining of the activity. This campaign involves playing the 30-second television commercial (TVC), and includes placements on catch-up TV sites such as Tenplay and on contextually relevant websites. During the course of the campaign, there has been almost 1.6 million impressions delivered. A single impression is counted when an ad is displayed on a website.

Catch-up TV results have been particularly strong, with a 100% completion rate. That means that every person who watches the ad watched it to the very end. There has also been activity on YouTube, with the 15-second ad running before the selected video (known as a pre-roll). We have now served over 585,000 impressions across the YouTube network. The activity is currently beating all the benchmarks set, and the full results will be reported on after the campaign has finished.

Good Fat a Sydney success

The avocado pop-up restaurant in Sydney, Good Fat, has now been open for nearly three weeks (as at 24 November), with people going wild for it. There was even a fan from Tasmania, Gracie (below) who came up specifically to go to the restaurant.

The media continued to support the restaurant, with highlights including an article on Ladbible, which has more than 29 million Facebook followers worldwide, and a segment on Sunrise. With just over one week left to go of the pop-up (as at 24 November), a full wrap up will be provided upon completion. In the meantime, to check out the menu and cook some of the dishes yourself, go to the website at www.goodfatsydney.com.

 

This update was provided by Hort Innovation for Guacamole 24 November 2017.

Australian Avocados Marketing Update 10/11/17

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.

In-store demonstrations

As part of Hort Innovation’s levy-funded marketing activity for the industry, Australian Avocados has recently undertaken in-store demonstrations in 100 Woolworths stores nationwide. In-store sampling is a highly popular direct marketing tactic that has many benefits, including proven conversion to sales, improved brand loyalty and brand recognition.

Rather than just talking about how great a product tastes, sampling literally puts it in their mouth, with the product then speaking for itself. Introducing a new way of using avocados for many Australians via smoothies fits with the everyday gourmet pillar of the marketing strategy, and helps offer a solution to consumers who don’t know what to do with “the other half”.

There were two Thursday – Saturday sampling periods, from 21-23 October, and 26-28 October. Each session ran for four hours, and involved sampling avocado smoothies and handing out recipe cards. The objective of the in-store demonstrations was to showcase the ease of use and versatility of avocados to consumers via a high traffic retailer at point-of-purchase, with the locations picked based on foot traffic and performance of stores, with a focus on busy metro stores.

During the 100 sessions, there was a total of 13,921 interactions with customers, and 8,918 samples handed out. This equals on average 89 samples handed out to consumers per session. Consumers loved the smoothies, shown by both by their comments, and the number of avocados sold at the store during the demonstration. In all, 10,178 avocados were sold during the sampling period, equating to more than 102 per four-hour session, an amazing conversion rate of 118 percent when you look at the number of samples handed out, with the assumption that one avocado sold = one sale. The promotional staff also used the demonstrations as an opportunity to ask shoppers questions about their attitudes to avocados, and helped educate shoppers on how to pick the perfect avocado based on when they wanted to consume it.

Feedback on the smoothie was overwhelmingly positive, with comments including:

  • “It tastes so good! I usually have my avocados on toast, never thought of making a smoothie”
  • “I love that creamy texture the avocado adds to the smoothie”.

 

    

This update was provided by Hort Innovation for Guacamole 10 November 2017.