Australian Avocados Marketing Update 2023

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 and Instagram, as well as targeted partnerships with consumer-related publications and platforms.

Keep scrolling to see more great marketing activity in 2023.  And, if you are chasing some delicious avocado recipes, check out Australian Avocados.

Speeding up the avo ripening process – 10 Nov 2023

For the fortnight from 6 November 2023, the Australian Avocado domestic marketing program will be live across Out of Home Panels, Radio, Youtube, Shopper and social channels. Marketing activities use Youtube, radio and social whereby Hort Innovation continues to drive awareness and consideration of Australian Avocados. On Instagram Australian Avocados is featuring a delicious and easy recipe from @lukehines, the “Crispy sweet potato rosti with zesty avocado” recipe. It’s a recipe that anyone can try and enjoy. He also provides a tip for speeding up the avocado ripening process.

Storing & Ripening Australian Avocados – 31 Oct 2023

For the fortnight from 30 October 2023, the Australian Avocado marketing program continues to be live across Out of Home Panels, Radio, Youtube, Shopper and social channels. Marketing activities use Youtube, radio and social whereby Hort Innovation is driving awareness and consideration of Australian Avocados. On Instagram Australian Avocados is educating consumers on how to keep an avocado fresher for longer as well as how to ripen avocados. See @livelovenourishaus outline their handy tips on Insta!

Australian Avocados educating consumers – 12 Oct 2023

This week Australian Avocados on Instagram showed consumers how to pick the perfect Hass avocado. They did this by sharing a video featuring influencer Rebecca Gawthorne (@nourish_naturally) demonstrating the fail safe way to pick and ripen Hass avocados. Rebecca is an Accredited Practising Dietitian, Accredited Nutritionist and a member of the Dietitians Association of Australia. The video covers Rebecca’s tips on how to choose an avocado so it is ripe for whenever you are ready to eat it. She demonstrates how to check if it is ripe by gently pressing around the neck of the avocado. It is a clever and short video that Instagram followers can save and share. Consumers can have it top of mind for the next time they go shopping for avocados. By knowing these simple tips consumers can buy avocados with confidence next time they shop. Check out Australian Avocados on Instagram here and make sure you click “Follow” if you haven’t done so already.

Domestic marketing update – 25 September 2023

For the fortnight from 25 September 2023, the Australian Avocado marketing program is live across Out of Home Panels, Radio, Youtube, Shopper and social channels. By utilising youtube, radio and social, Hort Innovation aims to drive awareness and consideration of Australian Avocados through emotional connection. This activity will be further supported by using out of home panels to inspire usage in the final path to purchase and target light buyers with reasons to purchase for every meal. A full summary of Australian Avocado planned marketing activity is available in the BPR Library under marketing Reports and titled ‘Domestic Avocado Campaign Update July-December 2023”. Did you see the latest recipe videos on social media last week including this avocado cheese toastie, this Avocado Prawn Cocktail and this Avocado Chicken Gyros?

Domestic marketing activities – July-August – 25 July 2023


Radio and social channels were working hard this month to promote Aussie avocados. Next month domestic marketing will step up and through August there will be five channels actively engaging with the target audience (light buyers) via Out-Of-Home, Radio, Programmatic (YouTube), Retail online, and Social. So look out for digital signage promoting avos. Listen out for great radio promotions. More information about the domestic marketing activity will appear in the next issue of our enewsletter, Guacamole.

Photograph courtesy of Anne Larard.

Former cricketer Brett Lee to be an ambassador for Australian Avocados – 9 June 2023


Famous former cricketer Brett Lee has been secured as ambassador for Australian Avocados and he is set to appear in marketing campaigns in India and the Middle East. Brett will start to appear as ambassador in the middle of July this year. Cricket is like a religion in India and as Brett is a cricketing icon there he will resonate well with the target demographic. Brett previously appeared in marketing campaigns for Weetbix and also starred in a Bollywood movie a number of years ago. Brett now plays a major role in the cricketing media around the world and has several businesses and philanthropic interests. The idea is to use his personality to drive home key messages about avocados, giving insight into why Australian avocados should always be the first choice.

Easy, simple recipes on Instagram promote Hass avos – 26 May 2023

Simple and delicious recipes like baked salmon and veggies with creamy avocado dip and Mexican burritos feature on Australian Avocados Instagram feed. Another recent recipe is for an extra creamy smoothie. Using Hass avocados in every day meals couldn’t be simpler and the recipes on Instagram are a go-to for consumers. Click here to view the Australian Avocados feed on Instagram.

Latest health & nutrition information just a click away – 12 May 2023

Consumer education about the health benefits of avocados is vital to our marketing efforts and if anyone needs to look for information about the virtues of adding avocados to their diet go no further than the Australian Avocados website. The Australian Avocados website (https://australianavocados.com.au/) provides consumers with the latest health and nutrition information about Australian Avocados – our “green gold”. Learn about “Good Fats”, how to add a “Healthy Boost”, see how avocado can be “Baby Friendly” and learn how avocado is a “Good Mood Food”. Full nutrition information is also available for a serving size of 75g or ½ an avocado. You will find all of the facts and figures referenced. Click here to access Avocado Health & Nutrition information.

ALDI show how to choose the perfect Hass avocado – 12 May 2023

A “Hass Panel” that shows consumers how to choose the perfect Hass avocado appeared in the ALDI brochure in May. The Hass Panel was produced by Australian Avocados to guide consumers on how to choose a Hass avocado so they can identify when it is hard, firm ripe, ripe, and soft ripe. It will provide an easy guide to consumers and is just one of many ways the Australian Avocados marketing effort is educating consumers.

 

Instagram provides inspiration for everyday meals – 28 April 2023

At @australianavocados on Instagram consumers are being shown great recipe ideas, perfect inspiration for everyday meals. But there’s more! This week Online video, Youtube content, social content, Retail Out Of Home advertising (OOH) will all be working to increase domestic consumption of avocados. Creative and messaging will aim to: 1) inspire consumers to eat avocados more often, 2) educate consumers on how to choose, ripen and store avocados, and 3) aim to own everyday meal occasions.

Australian Avocados activations now live across a range of channels – 18 April 2023

Australian Avocados has activations currently live across a range of channels including retail media. You can view the current activation with Coles, here and above. The role of this activity is to trigger planned and impulse purchase for online shoppers, as well as capture light buyers with the advertising aimed at all shoppers, rather than targeting regular avocado buyers. Retail activity will continue to run in conjunction with online video, YouTube, social media, retail proximity out of home, and radio until June 2023. There will be an Avocado Marketing two day workshop next week, which will be reviewing the FY23 activity and planning the FY24 activity.

Australian Avocados & ALDI collaborate on catalogue – 20 March 2023

Avocados Australian Avocados worked closely with ALDI on this week’s catalogue feature for Australian Shepard Avocados. This catalogue feature was achieved through leveraging existing levy-funded assets in support of the Shepard season. This initiative is part of the planned creative content that is working to educate consumers about Shepard avocados, with respect to selecting, handling and ripening.

Domestic Marketing Program Update now available – 24 Feb 2023

The detailed Avocado Domestic Marketing Program Update for February 2023 is now available on the Best Practice Resource (BPR). The document includes the overall strategy and its rationale, a Communications summary, a Media Block Plan (for February through to June) and details of the Consumer Journey. Implementations for Radio (targeting Main Grocery Buyers 18+), YouTube, Social (targeting 18+ price conscious shoppers, healthy lifestyle and home cooks) and Broadcaster Video On Demand (BVOD) are also outlined. The document elaborates on the Shepard-specific Public Relations that are planned plus the Shopper Implementation and the Outdoor advertising strategy.

Radio, YouTube, Social, BVOD and PR content will work to cement the core proposition locally. Social and Retail Media will work to deliver Retailer, Shopper and Consumer Education. Retail Media, Out of Home Advertising (OOH) and Social content will strive to “own everyday meal occasions”.

To access the Domestic Marketing Program Update for February 2023 login to the BPR here and navigate to the Library or click here to access the Library. Once at the Library scroll down and click on “Marketing Reports”. The document is the first item listed.

Domestic Marketing plan for 2023 on the BPR – 17 Jan 2023

A copy of the Domestic Avocado Marketing Plan for FY23 is available on the Best Practice Resource. This plan has been developed with significant effort by industry and Hort Innovation and is well worth a read for those interested in understanding how we plan to grow domestic and international markets for Australian avocados.

To access it login to the BPR here and then click on “Library” on the top menu then scroll down and click on “Marketing Reports”. The document also contains the full marketing plan (domestic and export) with the background data and insights that underpin the plan (46 pages).

The planned 2023 domestic avocado marketing activity will include the use of the “Our Green Gold” campaign creative elements as consumer research has found that it offers strong recall of key messages. It will kick off from February 2023 via paid media and PR/social content. Recall of the latest wave of “Our Green Gold” was at 40% (the norm is 25%). Of the consumers who were surveyed, post-campaign, 83% expressed a preference for Australian avocados. A key objective of the 2023 marketing campaign is to further increase domestic consumption.

 

 

Benchmarking Project – Growers invited to take part!

Avocado growers are being urged to sign up to a new levy funded benchmarking project that offers a simple and effective way to measure your business performance, identify potential practices and areas that may be improved.

RM Consulting Group (RMCG) is inviting growers to confidentially indicate their interest in participating in the project, which will provide them with an assessment of their performance measured individually and against the industry as a whole, as part of the project Avocado Industry Benchmarking 2022-2027 project (AV22004), a strategic levy investment under the Hort Innovation Avocado Fund.

The objective of the project is to provide important financial and production insights to help the industry as a whole make better informed business management decisions. By addressing key issues, opportunities and/or trends affecting the industry, the project seeks to equip producers with the necessary knowledge and resources to make confident decisions related to their farms. Ultimately, the project aims to enhance the industry’s decision-making capabilities and improve its overall performance.

The benchmarking project, including key performance indicators, will be developed with the avocado industry to ensure it is relevant to producers. Information collected for analysis will include:

  • Financial data – such as input costs (labour, materials, etc) avocado levies and packing costs, sales from avocados, etc.
  • Production practices – such as fertiliser use, pest and disease control, irrigation inputs, varieties planted, access to processing facilities and harvesting practices.

Participating growers will be given a report summarising their own business benchmarks, and a summary of the industry-wide benchmarks based on de-identified data that will be made available to the wider industry.

Growers interested in participating in the project or learning more, are invited to self-register their details through this online expression of interest or contact Clinton Muller 0498 192 596 or clintonm@rmcg.com.au for further information.

Avocado Benchmarking Project Expression of Interest

All information relating to individual participants in the project and their data will remain strictly confidential.

This article appears as part of the Guacamole 27 October 2023 issue.

Shape the future of the Australian avocado industry!

Expressions of interest are sought for a new advisory panel

Suitably qualified Australian growers and other avocado supply chain stakeholders are invited to express interest in joining the new Production RD&E Panel.

The closing date for applications is Friday 31 March 2023.

Here are the details:

Expressions of Interest: Avocado Industry Production Research Development & Extension (RD&E) Advisory Panel 

Hort Innovation in partnership with Avocado Australia Ltd (AAL) is seeking Expressions of Interest (EOI) from suitably qualified growers and other supply chain stakeholders for the Avocado Industry Production Research Development and Extension (RD&E) Advisory Panel.

The Avocado Industry Production RD&E Advisory Panel provides strategic investment advice to Hort Innovation in relation to industry production and post-harvest research, development and extension programs funded by industry R&D levies and matching dollars from the Australian Government. They are guided by the strategic priorities set out in the industry Strategic Investment Plan.

We are seeking individuals with the following skills and experience:

  • Avocado production
  • Avocado post-harvest/supply chain (domestic/export)
  • Research/trials experience and or expertise
  • Knowledge or understanding of current extension and communications
  • Strong industry networks
  • Understanding of Industry risks and challenges
  • Demonstrated awareness of innovation/new technology.

If you would like to help shape the future of the Australian Avocado industry, apply by using the Expressions of Interest form on Hort Innovation’s website.

Applications will be assessed and shortlisted by a selection panel. The selection panel may then interview shortlisted candidates and will recommend the final panel composition to the Hort Innovation Executive and AAL Board.

For more information or to have a form sent to you, please contact Corrine Jasper Head of Industry Services and Delivery at 0439 433 885 or corrine.jasper@horticulture.com.au.

This article appears as part of the 10 March 2023 edition of Guacamole.

Changes to Fair Work Legislation

 

Late last year there were changes made to the Fair Work Legislation and this impacts greatly on employers. In December 2022 the Fair Work Legislation Amendment (Secure Jobs, Better Pay) Bill 2022 passed in both houses of Parliament. This act was “enacted” in the same month. Employers will find that there are changes made to a number of areas as a result of the Amendment Act: Fixed Term Contracts, Flexible Work provisions, Pay Equality, Prohibition on Pay Secrecy, Paid Family & Domestic Violence leave, Unpaid Parental Leave, Discrimination – Sexual Harassment, and Enterprise Bargaining Agreements. These changes come into effect on the following dates:

Fixed Term Contracts              6/12/23
Flexible Work provisions         6/6/23
Unpaid Parental Leave           6/6/23
Discrimination – Sexual Harassment  6/3/23
Paid Family & Domestic Violence Leave 1/2/2023 (for small business employers)

Already in effect:

Pay Equality                            7/12/22
Prohibition on Pay Secrecy     7/12/22
Enterprise Bargaining Agreements    7/12/22
Paid Family & Domestic Violence Leave 1/2/2023 (for employers with 15 or more employees)

Fair Farms – Growcom delivered a webinar to provide an overview of the changes and we are fortunate to have a copy of the slide presentation that outlines the key changes, dates and important points of note. It is available for you here. Our thanks go to Fair Farms and Growcom for making this information available.

AUSVEG, in partnership with Ai Group, produced factsheets on each of the changes. You can access them here. Our thanks go to AUSVEG and Ai Group for sharing this information.

What employers should do

It is important for employers to review your workplace policies and ensure that they are comprehensive, relevant and current. The Fair Farms team recommend that policies be implemented through education and training to ALL employees and others who may enter the workplace such as contractors. Ensure your business has up to date processes and procedures for complaints and workplace investigations handling. Monitor these policies, procedures, processes and ensure they are well documented and training of these processes is also captured. If unsure about the changes seek expert advice.

This article appears as part of the Guacamole 10 February 2023 edition.

Southeast Asia Market Visits a success!

To support Australian growers and exporters with trade development in Asia, Avocados Australia organised Southeast Asia Market Visits to Bangkok, Kuala Lumpur and Singapore this month. This was the first tour that Avocados Australia organised of this kind and the tour proved to be highly successful. Sixteen businesses took part sending representatives who were able to network and generate business leads during the program of activities. In all, the program was very busy over two weeks and included attendance at Asia Fruit Logistica (AFL).

At AFL growers and exporters had the chance to meet with trade partners and listen to the latest market insights in the Asian region. Australian avocados were featured by Austrade in cooking demonstrations that showcased avocado appetisers, breakfast and salad recipes. After AFL the Avocados Australia team and Southeast Asia market visit group went to the Talaad Thai wholesale market which is the largest in ASEAN.

In Malaysia growers and exporters had an opportunity to network with importers and retailers in Malaysia who shared their experiences with Australian avocados leading to interactive discussions. The industry provided an update joined by the regional grower representatives. The group heard from the Malaysian Commissioner, Melanie Harris, and Agriculture counsellor, Sanjay Boothalingam on the current outlook of the Malaysian market.  In Kuala Lumpur the group spent time visiting the local wholesale market as well as retailers including AEON Group Malaysia and The BIG Group Malaysia where Australian Avocados were featured. They also visited the facilities of local importers Euro-Atlantic and Khaishen Trading HQ giving growers the opportunity to better understand the export supply chain.

The group was in Singapore for the final leg of the tour. There they kicked off with some retail store visits to CS Fresh, Little Farms, and FairPrice Finest. This was followed by a tour of the Singapore fresh wholesale market, Pasir Panjang Wholesale Centre and a meeting with the Singapore Fruits and Vegetables Importers and Exporters Association.

“The Southeast Asia market visits provided Australian avocado growers and exporters with a brilliant opportunity to meet importers, retailers and other key trade contacts face-to-face and I know that good quality networking and lead generation was achieved,” said John Tyas, CEO of Avocados Australia.

Avocados Australia would like to thank Austrade, Hort Innovation and the WA Department of Primary Industries and Regional Development for their support and assistance with the tour. The tour was an initiative of the Avocado market access and trade development (AV20004) project that is funded by Hort Innovation, using the Avocado research and development levy and contributions from the Australian Government.

More market visits are in the pipeline. For more information about the Southeast Asia market visit tour contact Flora Zhang by email to export@avocado.org.au or call 07 3846 6566.

This article appears as part of the 25 November issue of Guacamole, AAL’s enewsletter.

Australia’s Best Avo Toast found!

After nine weeks of searching with the help of a national PR campaign, Avocados Australia has found Australia’s best avocado on toast dish. Little Hideout Café (https://littlehideoutcafe.com.au/ ), based in Balmoral in Brisbane (2/185 Riding Road), is the winner of the Australia’s Best Avo Toast Competition with their stunning avocado dish they call “Seasonal Avocado”. This winning dish was selected from 10 finalists.

Above, the winning dish from Little Hideout Café in Balmoral, Brisbane.

Above, an award ceremony was held at the Little Hideout Café on Thursday 28 July. Above from left, Brent Chambers from Simpson Farms (one of the growers who supply Little Hideout), Peter Marinos from Big Michael’s (Little Hideout’s providore/wholesaler), Manish Shrestha owner and chef at Little Hideout Café, and Avocados Australia’s CEO John Tyas.

The idea for the competition came from Anne Larard Avocados Australia’s marketing consultant.

“My aim with the Australia’s Best Avo Toast Competition was to engage with, and champion, the food service sector with the ultimate goal of increasing avocado consumption around National Avocado Day,” said Anne Larard.

Overall the Australia’s Best Avo Toast Competition resulted in achieving 52 pieces of media coverage reaching an estimated audience of around 20.9 million+. The objective of the competition was to support and celebrate the food service sector who continue to champion increased consumption of avocados and promote Australian avocados as the fabulous ingredient they are.

The Australia’s Best Avo Toast Competition definitely resonated with cafes around Australia. This year’s overall winner won a public relations package promoting their venue valued at $2000. The competition celebrated how avocado toast has become an Australian icon in the lead up to National Avocado Day on 31 July. Cafes and restaurants all over Australia were encouraged to participate.

All the entries went through a rigorous judging process (20 judges) that included mystery diners tasting each dish. Each dish was judged against the following criteria:

  • Overall presentation of the dish
  • How strongly avocados feature in the dish
  • Quality of the avocado in the dish
  • Overall quality of the ingredients in the dish
  • Overall taste of the dish
  • Combination of flavours in the dish
  • Combination of textures in the dish
  • Interesting use of ingredients and/or presentation

Avocados Australia’s CEO John Tyas was impressed with this year’s entries.

“We saw so many variations of how avocado is being served with different toppings and different breads and it was wonderful to see Australian avocado as the star ingredient,” said John Tyas.

To enter the competition cafes or restaurants needed to submit a description of their avocado on toast menu item, along with photos of it plated up. The winning café item was announced on Thursday 28 July on the same day of the award giving ceremony.

The competition has proved to be a success in its first year and plans are underway to run the competition again next year.

“The Competition has a lot of potential for boosting avocado consumption and it engages with the food service sector and the public in such an effective way.”

To find out more about the winner and finalists here – https://avocado.org.au/public-articles/australias-best-avo-toast/. To find out more about the Australia’s Best Avo Toast Competition email Anne Larard at anne@producepathways.com .

This article appeared in the Spring 2022 issue of Talking Avocados magazine.

World Avocado Congress – highlight of 2023

The 10th World Avocado Congress (WACNZ2023) is happening in our own neighbourhood on 2-5 April next year at the Aotea Centre in Auckland, New Zealand. Located in the heart of Auckland City, the Aotea Centre (291-297 Queen Street, Auckland CBD) houses New Zealand’s largest modern tiered auditorium, seating more than 2,000 people over three levels. The congress promises to be the highlight of the 2023 calendar for members of the international avocado industry. If you are not harvesting at that time, we recommend that you register to attend. NZ Avocados are the Congress organisers and interest in the event so far has been extremely positive with more than 500 attendees already registered to take part.

Congress Theme

The Congress theme is “Respectful”. The theme of the Congress acknowledges the global requirements for sustainability. They acknowledge that we need to have:

  • Respect for people
  • Respect for environment
  • Respect for our future

The Congress will showcase New Zealand’s leadership in avocado growing, sustainable environmental practice, beautiful orchards, ethical work treatment and great tasting avocados.

Programme

The academic programme is being overseen by the Local Scientific and Local Marketing Organising Committees and will include keynote speakers, plenary sessions, poster sessions and three breakout sessions covering a wide range of topics (see the table provided). These topics cover the whole avocado value chain and will include fundamental and applied science and technology. Sustainability will be a key theme, as many in the industry are moving to improve the green credentials of their avocados.

The scientific and marketing committees have developed programme outlines and have sought abstracts from researchers, innovators and movers and shakers.

Stay up to date about the World Avocado Congress by visiting their official website at: https://www.wacnz2023.com/

Plan your holiday around Congress attendance

New Zealand is a country full of natural beauty and attractions. If you can attend the Congress why not also plan a holiday around it. Make Auckland your starting point and strike out from there. From beautiful scenery, adventure tourism, vibrant cuisine and much more, there is something for everyone.

 

Auckland View from Mt Eden

Milford Sound, New Zealand.

This article appeared in the Spring 2022 issue of Talking Avocados magazine.

Exports have achieved a 268% increase

By Flora Zhang, Avocados Australia Export Development Manager

We now have our 2021-2022 export results and the total volume exported has dramatically increased when compared to the previous period. Total volume of Australian avocados exported reached 11,626 tonnes (valued at AU$52.05 million) compared to 3,155 tonnes in 2020/21.

This is a positive result and is a step in the right direction if we are to be competitive in the global market and achieve our target volume (20,000 by 2026).

In FY21-22, Hong Kong was the largest export destination and accounted for 46 per cent of all export volumes followed by Singapore with 31 per cent share and Malaysia with 19 per cent (see the graph provided). Trade to Japan was 106 tonnes or 0.9 per cent share of export volumes.

Results are already being achieved with the implementation of our Avocado Export Strategy 2022-2026. The avocado levy-funded international marketing activity is being focused on market access and growing market share in existing trading markets.  I recommend that you read the “Marketing Aussie avocados internationally” article located in the Marketing section of this magazine for information on where the marketing effort is being directed in our overseas markets. A special focus has been directed to marketing to Japanese consumers in line with our aims to increase exports in that market given that Japan is the largest avocado importing country in Asia and our competitors have a strong footprint in that market.

In my recent discussions with growers and packers I am finding there is great interest in exporting. Those who are gearing up to export are conducting the necessary planning. Exporting requires that you plan at least six months ahead. Given our forecasts for record volumes in the coming years many growers will need to prepare and plan for exporting a significant proportion of their fruit. Our Export Regional Forums rolled out in each region provided valuable insights to growers and packers. In 2023/24, we are planning to have a series of export regional forums in each region again to provide growers and packers with a platform to learn, to innovate and grow exports further. I am excited that Avocados Australia is able to support growers in their exporting journey over the coming years.

Avocados Australia has continued to support market access in line with our export plan. Avocados Australia continues to work with DAFF to convene the Avocado Market Access Advisory Group (MAAG) meetings which include key avocado exporters, to provide advice to DAFF across all our market access priorities. I understand that Avocados Australia is recruiting a market access specialist to assist us in these efforts. I look forward to working with them and delivering the activities required to meet our export goals.

If you have any questions in regard Avocados Australia’s exporting projects, or exporting Australian avocados to overseas markets, please contact me directly at export@avocado.org.au.

 

Acknowledgement:

This Avocado market access and trade development (AV20004) project has been funded by Hort Innovation, using the Avocado research and development levy and contributions from the Australian Government. Hort Innovation is the grower-owned, not-for-profit research and development corporation for Australian horticulture.

This article appeared in the Spring 2022 issue of Talking Avocados magazine.

Call for expression of interest to all WA Avocado Growers

The Building Horticulture Business Capacity program is calling for expressions of interest from Western Australian Avocado Growers interested in improving their profitability.

In the midst of difficult economic circumstances, there is a potential opportunity for Western Australian Avocado business owners to access a dedicated farm management consultant to explore avenues to increase profitability and resilience in their business over the next 3 years.

The current Building Horticulture Business Capacity program connects horticulture business owners with farm management consultants to take them through an annual 1:1 full business analysis exercise that identifies key areas for profitable focus. The business owner then works closely with the consultant to continually review and monitor progress over 3 years to ensure results.

The program is currently open to apple and pear growers in WA at no cost to them, but could be opened to the avocado sector as well; if there is a critical mass of demand registered by WA avocado growers.

As is the case with primary producers across all industries, the recent dramatic rise in operating costs continues to put a strain on business profitability. The program recently asked participants how much they thought that five major operational expenses had increased throughout the past year. The following assumptions were made:

  • Fertiliser costs being 70% higher.
  • Chemical costs being 70% higher.
  • Fuel costs being 50% higher.
  • Wages costs being 10% higher.
  • Insurance being 40% higher.

The result – an increase to operating costs of over $60,000 for the average participating business. This poses a similar risk to all avocado businesses, particularly those that are already lacking profitability.

The program has helped current participants retain profitability in a variety of ways:

  • Optimising labour efficiency through business specific metrics and identifying / addressing areas of the business lacking efficiency.
  • Assisting with sales strategies through monitoring pack-outs and shed options.
  • Feasibility assessment for the investment into capital in the orchard – return on investment.
  • Farm lease and purchase analysis to assess risk to equity and potential upside to production and business profitability.
  • Monitoring input costs and questioning expenditure on inputs based on benchmarking and knowledge of businesses and markets.

There is an opportunity, through potential Hort Innovation funding, for this program to be opened up to avocado growers, however we need to understand whether there is a critical mass of WA avocado business owners that see value in participating in such an initiative.

Therefore, if you would be interested in participating in the program, or would like to know more about the program, please put forward an expression of interest to Bryn Edwards before Friday 4th November 2022, email: bryn.edwards@vegetableswa.com.au

To learn more about the current program please visit: https://buildingwahorticulture.com.au/

(Please note that expression of interest given does not commit you in any way to participate).

This article appears as part of the 28 October 2022 issue of Guacamole.

AvoWorker Video Competition Winners

Avocados Australia is pleased to announce the winners of the 2022 AvoWorker Video Competition. Avocados Australia wants to help our industry attract a strong avocado workforce this year so to do this we ran the 2022 AvoWorker Video competition whereby members of the industry were invited to make videos aimed at attracting workers to the avocado industry. Four entrants submitted six video entries and the quality of these videos was very high. We would like to thank everyone who submitted an entry. Producing a video takes time and commitment so we appreciate all of your efforts. The winning entries included all the required messages so met all of our terms and conditions. The winning videos will feature in a number of social media campaigns happening in the coming weeks. These campaigns will aim to attract workers to jobs in the Aussie avocado industry.

Congratulations to the winners!

FIRST PRIZE

The First prize goes to Michelle Raso from Hinterland Avocados based in Tolga in North Queensland. Michelle wins a certificate and $2000 prize money for her video contribution. Click the image below to view Michelle’s video.

SECOND PRIZE

The Second prize goes to Jess Howe from Rock Ridge Farming in Walkamin in North Queensland. Jess wins a certificate and $1000 prize money for her video contribution. Click the image below to view Jess’s video.

All enquiries about the 2022 AvoWorker Competition can be directed to Anna Petrou, Avocados Australia’s Communications Manager, at co@avocado.org.au