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Tuesday, July 20, 2010
SP Exports wins AUSVEG’s Innovative Marketing Award
Nunhems' Intense™ a big success in Australia
Nunhem (Netherlands).The roll-out of Nunhems’ Intense™ tomato in Australia by local producer SP Exports has been a tremendous success, selling more than 66,000 packs of the unique tomato in just one week. With the recent recognition and award by AUSVEG and incredible media coverage, the success story is far from over.
Nunhems’ Sales Specialist Sam Bush (left) with Andrew Philip, Managing Director of SP Exports.
After a lengthy build up which involved variety trials and retail market strategy, the first Intense fruit was on sale in all 450 Australian Coles stores on November 11, 2009. Even better news followed when Coles’ retail data showed sales had grown continuously each week during the five weeks before Christmas. Since its launch, Intense has been featured several times in the Australian media, leading to great consumer demand and much higher than anticipated retail sales.
Intense is sold as the "no mess tomato" in Australian supermarkets.
Last month SP Exports, the largest supplier of fresh tomatoes and exclusive grower and marketer of Intense in Australia, won the vegetable industry's Innovative Marketing Award, following the success of the 'drip-free' tomato in the Australian market. The Innovative Marketing Award is presented by AUSVEG, the national peak industry body, to an individual or business which has created an innovative marketing solution, process or program.
“The Intense variety of tomato grown by Mr Philip is a great success story which other vegetable and potato growers in Australia can learn from. As a value-added product, it shows the benefits which can be enjoyed by innovative businesses in the horticulture industry if they are willing to push the boundaries and respond to consumer needs,” says AUSVEG CEO, Richard Mulcahy.
“The Intense variety of tomato grown by Mr Philip is a great success story which other vegetable and potato growers in Australia can learn from. As a value-added product, it shows the benefits which can be enjoyed by innovative businesses in the horticulture industry if they are willing to push the boundaries and respond to consumer needs,” says AUSVEG CEO, Richard Mulcahy.
For a fresh produce line these results are excellent and could only be achieved because of the close relationship between Nunhems and SP Exports. Together, they work to meet the agronomic needs of the variety, developing suitable packaging, and providing the correct post-harvest storage conditions.
Check out the latest TV coverage on Intense, the “not so juicy fruits that will put an end to soggy sandwiches" on Australia’s TEN news:
Check out the latest TV coverage on Intense, the “not so juicy fruits that will put an end to soggy sandwiches" on Australia’s TEN news:
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