Australian Avocados Marketing Update

About the marketing program

Horticulture Innovation Australia (Hort Innovation) manages the avocado levy-funded marketing program in Australia. They develop 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.

Buzzfeed partnership

Buzzfeed is a popular online media site, and in April 2017, a partnership with Australian Avocados was begun, which has seen two avo-centric articles published to excite consumers about avocados and provide inspiration and advice for using them.

The Australian Avocado articles are:


  • The ultimate how-to guide for avocado lovers, providing a fun, illustrated a guide to choosing, using and storing the fruit.


As of 28 April, together the articles have had over 79,000 views. Of these, 4500 views have been the result of people sharing the posted content in their own social media channels (and so are essentially free views from the campaign).


This update was provided by Horticulture Innovation Australia for Guacamole 9 June 2017.

Australian Avocados Marketing Update 26/5/17

About the marketing program

Horticulture Innovation Australia (Hort Innovation) manages the avocado levy-funded marketing program in Australia. They develop 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 activity

April was a month of recipe reinvention and excitement for the new Hass season, with the Facebook page ( performing exceptionally well. In fact, the page achieved its second-highest results in the social media campaign to date, reaching some 1.24 million consumers, with close to 790,000 people directly engaging with the brand across the month.

The top performing video post for April featured vibrant new Hass avocados getting ready to reach consumers.

Another top-performing piece of content was a video that is still performing well since being posted in February, showcasing the joy of eating avocados. The simple post captures the feeling of ‘When the avo is perfectly ripe and you don’t have to share’, through a child dancing behind a screen of avocados.



The most recent post (as at 23 May 2017) to be made to the page was for Mother’s Day, which was seen by more than 98,040 people – with around 3600 of these viewers engaging with the post in some way (liking, commenting or sharing). Among the activity, more than 50 consumers were inspired to share the post to their own Facebook pages and friends.



Digital campaign

Running since March, the digital marketing and advertising campaign for Australian Avocados reaches consumers across the web, through desktop computers, mobile phones and tablets.

One of the campaign’s key elements involves 15-second and 30-second Australian Avocados video advertisements, which are run before and within streaming video content on premium ‘catch-up’ sites such as 9Now, Ten Play and Plus 7. These sites allow people to view programs they have missed on television, and are free to watch.

So far the videos are delivering strong results, with 98 percent of people watching the 15-second ad through to the end, and 90 percent of viewers receiving the full message of the 30-second ad – ‘completion rates’ that are above industry benchmarks. It is expected these great results will continue, as popular television shows such as The Voice and MasterChef now driving highly engaged audiences to the catch-up services. You can view a variety of Australian Avocados videos on the YouTube channel.

Other digital activity includes the use of Australian Avocado ads, which are specifically targeted to people who are viewing or searching avocado-specific and avocado-related content online (eg: ‘healthy lunch ideas’). The ads drive people to the Australian Avocado website, to view avocado recipes, tips and articles (

This digital activity of combined video on catch up TV and contextual Avocado ads on mobile platforms has so far been viewed (as at 23 May 2017) by 1,743,000 people since the campaign began.


This update was provided by Horticulture Innovation Australia for Guacamole 26 May 2017.

Training our export partners to appreciate Australian avocados

Avocados Australia is working with Australian exporters and partners in Singapore and Malaysia to develop training for supply chain parties in these countries.

“Our aim is to ensure Australian avocados are reaching consumers in the best condition and are ‘ready to eat’, said John Tyas, CEO Avocados Australia.

“Our intent is to build the presence of Australian avocados by offering a consistent ‘ready to eat’ offering in these markets. We know from market research in other countries that providing ‘ready to eat’ fruit for consumers can have a significant increase on product sales.

“Apart from building and testing the processes to deliver a ‘ready to eat’ product with selected supply chain parties and retailers in these markets, we also want to evaluate how the market responds to a program and if we see the increase in sales that is evident in other markets. Feedback from the market indicates that there is demand for ripe to eat fruit at retail, so it will be good to test this demand.

“The training material currently being developed builds on previous industry work and will target importers, ripeners, wholesalers and retailers. It aims to build the skills of these supply chain parties in handling and ripening ‘ready to eat’ avocados so that so they are managed and presented in the best possible condition for consumers.

In addition to the training material, an Industry Export Manual is being developed to capture the process and procedures that growers and packers need to adopt to underpin successful export. The Manual focuses on the production, harvesting, handling practices, cool chain maintenance, packing, transporting and quality requirements relevant to export trade.

As supply volumes increase in coming years it is more important than ever that the Australian industry begins to build export markets and robust supply chains to support these markets. To position Australian product at the premium end of the market there is a need to ensure that we are meeting customer requirements in terms of quality and convenience – and having a ‘ready to eat’ product available in the market is an important part of the offering.

These market development activities are being funded as part of a project being funded by the Australian Government’s Package Assisting Small Exporters Program and the Avocado Export Company, Sunfresh and The Avolution.

Cool chain improvement project seeks collaboration with packhouses

AHR needs your packhouse input

Applied Horticultural Research (AHR) would like to engage with avocado packhouses around Australia to help identify and resolve key issues in avocado supply chains that are potentially reducing fruit quality at the retail end of the supply chain.


Aims of the Supply Chain Improvement Project

The supply chain improvement project (AV15010) aims to reduce levels of rots and internal defects by increasing best practice adoption in the cool chain, particularly regarding temperature management. The project is funded by Horticulture Innovation Australia Ltd using the Avocado Industry Levy and funds from the Australian Government.


What is involved?

The AHR team will be travelling through most avocado growing regions in the coming months to discuss the project with packhouse managers, including both small and large operations. Demonstration trials will be set up to compare fruit quality from optimal versus suboptimal cool chain practices.


How to get involved

To get involved in this project and schedule a free visit from the project team, please contact:

Adam Goldwater:
Ph: 0466 080 693

Mapping Australia’s orchards for improved industry decision-making

Australia’s tree crop industry has a new online tool to enable quicker and more targeted biosecurity and disaster planning and responses.

Click here to view the Australian Tree Crop Rapid Response Map, part of a $3.4 million project from the Australian Government’s Rural R&D for Profit program.

This project will help macadamia, avocado and mango growers make important decisions around fruit and nut quality and yield, and monitor tree health including early detection of pests and disease outbreaks.

To find out more, you can read the Australian Government media release by clicking here and the Hort Innovation release here.

The Australian Tree Crop Response Map displays the location and extent of all commercial avocado, macadamia and mango orchards in Australia. This will assist natural disaster recovery efforts and biosecurity planning and responses, and together with other components (developed in the wider project discussed below) help growers and industry make important decisions on-farm. You can read more here.

The background

A collaborative team from four universities, government agencies, industry partners, grower groups and commercial providers have developed a new interactive web map of selected horticulture tree crops across Australia. The draft mapping integrates satellite imagery with industry and government data, regional surveys and on-ground evaluations to map the location and area of every commercial (>2ha) avocado, macadamia and mango orchard across Australia.

Launched earlier this month and now open for review, the Industry Engagement Web Map provides stakeholders, growers and experts from the avocado, macadamia and mango industries an opportunity to review and improve the draft map.


How will the Web Map be used?

The Web Map and its associated data will be used by industry to develop a better understanding of changes in Australian avocado production regions. Such information supports improved marketing decision-making and underpins improved biosecurity and post natural disaster response and monitoring.

For example, in the event of a disease outbreak industry groups can access the map and know exactly where surrounding crops are and quickly develop management strategies. The product can also be used to map disasters like floods, fires and cyclones and speed up applications for recovery assistance. In fact, the map is already providing critical information to the natural disaster response and recovery effort in the wake of the devastating Category 4 Tropical Cyclone Debbie which crossed the Queensland coast on Tuesday 28th March.


How you helped

Stakeholders viewed the draft mapping, comparing it with their own local knowledge and providing comments and feedback. Comments were submitted if the information was missing, incorrect or misclassified using an easy pop-up window with predefined options in drop-down menus live within the Web Map.

Stakeholders also used the free Land Use Survey app (iOS and Android) to inform the classification of tree crops by capturing GPS-coded point observations and photos. Comments and data collected via the map and app will be interpreted before the final mapping products are compiled and released in 2017.


Australia’s multiscale monitoring tools for managing Australian tree crops project

The Web Map is the first component of Multi-scale monitoring tools for managing Australian tree crops project, an ambitious project that combines innovative technologies such as satellite mapping, laser scanning and on ground robotics with citizen science apps to deliver improved industry information and methods of monitoring tree health, productivity and quality.

The project was funded through the Australian Government’s Rural Research and Development (R&D) for Profit Grants Programme, managed by Hort Innovation and coordinated by the University of New England. The success of the project can be attributed to the multi-disciplinary team from industry, research/academia and government, including The University of Queensland, University of Sydney, Central Queensland University, Agtrix Pty Ltd, the Queensland Department of Agriculture and Fisheries, Queensland Department of Science, Information Technology and Innovation, Simpson Farms Pty Ltd, Avocados Australia, Australian Macadamia Society and Australian Mango Industry Association.

Avocado Marketing Update 18/4/17

This update was provided by Horticulture Innovation Australia for Guacamole 18 April 2017.


Sydney Royal Easter Show 2017

Keeping avocados top of mind and reminding consumers what makes avocado special is the strategy behind the latest digital advertising at the Sydney Royal Easter show 6-19 April 2017.

The Sydney Royal Easter Show is Australia’s largest annual event, attracting close to 800,000 people each year. It is a celebration of Australian culture, from our rural traditions to our modern day lifestyles, providing unique experiences for people of all ages and backgrounds to enjoy.

The audience at the show is a combination of preschool/primary school families and empty nesters with 72% of the audience being female and 35% aged between 35-49yo.

Avocados will have a digital presence at the show with exposure via a combination of the television commercial and static ads on the big screen in the stadium, banner boards in the stadium and 52 plasma screens around the grounds.

In total:
TVCs: 112 x 15 sec
Static slides: 350 x 15 sec
BannerBoard: 350 x 20 sec
Plasma TVCs: 112 x 15 sec



Our “always on” approach with Facebook means we are part of the daily conversation with consumers inspiring them, reminding them and educating them about the fabulous taste, versatility and benefits of avocados, no matter what the occasion.

 Current Post: “Put the chocolate to good use with this delicious recipe…” on 9th April

Ad Metrics:
Reach – 97,992
Comments – 59
Likes – 1,131
Reactions – 52
Shares – 51



Post: “Who else is salivating watching this avo…” on 1st April

Ad Metrics:
Reach – 423,857
Comments – 340
Likes – 1,248
Reactions – 145
Shares – 56



Instagram – Another word for Avo inspiration!|
Current Shared Post has received 162 organic likes


Phosphorous acid monitoring service

Background to phosphorous acid testing

After some time without access to a service to analyse roots for the presence of phosphorus acid, GLT Horticultural Services advised that from March 2017, a new service was up and running through MA Analytical Services.

MA Analytical Services are in Tarragindi in Brisbane and have extensive experience in the analysis of phosphorus acid.

What is phosphorous acid testing used for?

It is important to know the phosphorous acid levels in your orchard’s tree roots prior to applying phosphorous acid as a foliar spray and/or a trunk injection during the application time window. Once the current phosphorus acid level in your roots is known, an effective program based on science can be developed. Otherwise, you are guessing.

Why use this service?

Managing the root health of avocados is the single most important practice in a successful avocado orchard. If you have unhealthy roots under your trees, you have nothing. Production will slowly reduce and your fruit size and quality will diminish to a point that your tree dies.


Further information

Click here for a Phosphorus Acid Analysis Request Form

Click here for a Phosphorus Acid Interpretation Sheet

Please contact Graeme Thomas, GLT Horticultural Services for all enquiries on mobile: 0419 977 267 or email:

International Ag Fellowships 2017

International Agribusiness Fellowships Available Now

The International Specialised Skills Institute (ISS Institute) is offering two international Agribusiness Fellowships in the amount of $10,000 each.

The 2017 International Agribusiness Fellowships provide an opportunity for individuals working within the area of agribusiness to enhance their current skills through an international applied research program. This Fellowship is intended to support individuals in their own career development as well as provide an opportunity to drive leading practice and innovation within the Australian agribusiness industry. It is expected that the applicant is currently engaged in an agribusiness area and can be based anywhere in Australia.

Learn more

For the International Agribusiness Fellowship Guidelines 2017.

For the International Agribusiness Fellowship Application Form 2017.

Or for more information visit or call 03 9347 4583

New Hort Code of Conduct

Background to the Horticulture Code of Conduct

The Horticulture Code of Conduct is a mandatory industry code under section 51AE of the Competition and Consumer Act 2010 and is enforced by the Australian Competition and Consumer Commission (ACCC).  The Code was first put in place in 2006 to ensure business between growers and traders was conducted fairly and to provide clarity and transparency of transactions.

The new Code is a result of a major independent review and months of negotiation with the Australian Government and industry, traders, growers and the ACCC after concerns were raised about the inefficiencies of the current code, with many growers and traders simply ignoring it.  It aims to provide a stronger framework to support dispute resolution between growers and traders.

Key aspects of the new Code of Conduct

  • From 1 April 2017 growers and traders will be required to have a fair, binding horticulture produce agreement in place.
  • Growers and traders currently operating under a pre-code contract or a horticulture produce agreement have a 12 month transition period to update their contracts to meet the new requirements.  From 1 April 2018, all agreements must comply with the new code.
  • Unnecessary regulations have been removed and greater flexibility has been introduced for growers and traders, including in price determination and the ability to pool produce.
  • The ACCC will be given greater powers to rapidly respond to breaches of the Code and it also includes an obligation to deal in good faith, which will support a more positive business relationship between growers and traders through soft mediation and avoid ending up in a legal environment.

For more information visit the Australian Government’s Horticulture Code website or the ACCC Horticulture Code of Conduct website.

New Industry BPR

Avocados Australia’s new industry website

Check out our new website here:

After 18 months of planning and development, Avocados Australia has launched its new industry website, the Australian Avocado growers’ one-stop-shop for Best Practice Resources, news and industry updates. Over the next few Guacamole newsletters, we will be sharing with you new features and tools of the new website to allow you to gain a better insight into how it can best work for you.

New website feature – Best Practice Resource (BPR) and how-to video

The BPR is an online one-stop-shop focusing on best practice to improve the quality of avocados provided to consumers.  Information has been sourced from the latest research, development and industry investment, checked by industry experts and carefully structured to allow quick and easy access to information. Information and resources are being updated constantly as new content becomes available, so come back again soon!

The BPR has been designed for every stakeholder in the supply chain and how they wish to access their information – growers, packers, wholesalers, ripeners, transporters, retailers, exporters, researchers, consultants, input suppliers and all other relevant stakeholders!

What’s changed?

If you are familiar with using the old version of the BPR, you will indeed notice a monumental change!  The new BPR has a very user friendly layout, intuitive functionality and powerful search tools available that will make finding resources, educational materials, past industry proceedings and videos much easier and faster to find!

The new BPR provides users a robust and comprehensive one-stop-shop for the whole supply chain of the avocado industry!  For example, as of Guacamole 31 March 2017, there are

  • 147 R&D reports available for the Avocado industry. See them in date order, file size or access a full video list with new content being constantly updated.
  • Within the WHS section, there are 36 templates, guides, checklists, manuals and plans to support the management of WHS practices.
  • 35 high quality education materials that can be downloaded at the click of a link or hard copies ordered.
  • Over 99 avocado industry events and their subsequent proceedings are captured and able to be searched and easily accessed.

How to access the BPR

The BPR is accessible to all registered users.  Avocados Australia welcomes new applications from all businesses that are part of the Australian avocado industry.  Contact Avocados Australia today to find out how!

Take a look inside…

To fully understand and gain an appreciation for the extent of information and resources the BPR has for you and your business, take a quick look inside by playing the video below. We trust you will enjoy the new BPR site!  If you have any questions or have already registered and need some support in using this tool please contact Avocados Australia.