26 Oct Introducing The Chosen Ones: The best of Aussie stone fruit…Perfectly Picked for Flavour.
A new era in stone fruit marketing:
• The Chosen Ones brand stands for premium quality, exceptionally delicious stone fruit.
• Only specially selected, high flavour varieties from our 1,000+ variety test orchard qualify for the brand. • Provides shoppers with consistently delicious fruit they can trust.
• Research shows consumers are often disappointed in stone fruit taste. Buying The Chosen Ones
eliminates disappointment and makes choosing great tasting stone fruit easy.
Unique, consumer focussed packaging:
• Consumer pre-pack carton provides information on flavour and eating quality. • Consumer PLU stickers provides important taste and ripeness cues.
Offering consumers a choice of formats…
Why two formats?
1. Increased profitability via increased sales
• Research shows different consumers want different options – loose and pre-packed.
• Offering multiple formats increases total category sales and profitability.
2. Pre-pack stone fruit sales penetration increasing (Nielsen Homescan, 2014)
• ALDI stone fruit offer is mainly prepacks from season start.
i. Total Fruit prepacks 20% of fruit sales vs stone fruit prepacks 62% of fruit sales.
• Coles and WW also selling stone fruit pre-packs.
i. WW Total Fruit prepacks 34% of fruit sales vs stone fruit 22% of fruit sales.
ii. Coles Total Fruit prepacks 32% of fruit sales vs stone fruit 16% of total fruit sales.
3. Consumer demographics dictate both loose and pre-pack required to maximise sales.
• 70% of summerfruit buyers do not have kids and will purchase premium fruit.
• Loose fruit meets older consumer needs to select own while pre-pack meets needs of adult purchasers (35+) seeking the convenience and safety of a pre-pack.
ABOUT QUALITY FRUIT MARKETING…
Located just outside of Renmark, South Australia on the shores of the Murray River, Quality Fruit Marketing (aka Zest) boasts the largest stone fruit variety test orchard in the Southern Hemisphere – over three hectares.
Owned by a small group of like-minded growers, it was this test orchard and the amazing spectrum of good quality fruit produced that was the catalyst for The Chosen Ones brand.
It started with a concept … what if you could pick the best quality, best tasting fruit from over 1,000 varieties? Could you market that special selection of fruit as something unique…something exceptional…something that consumers could come to trust? The answer was yes and The Chosen Ones was born.
Our new brand – designed for consumers, chosen by consumers.
The process from concept to brand completion took over twelve months, with consumer feedback being sought every step along the way. The Chosen Ones was the preferred name as it best captured the ‘specially selected from 1,000 varieties’ story. And the tagline, ‘Perfectly Picked for Flavour’, accurately describes what the fruit will deliver – superior taste.
Research shows that Australian consumers love their summer stone fruits, with three out of every four households buying them1. However, until now, purchasing has been limited because consumers are often disappointed in the flavour, texture and ripeness of the fruit. The Chosen Ones exciting new brand concept solves this problem.
The Chosen Ones is a category-changing new brand that offers consumers superior flavour, quality, and choice. We invite you to join the stone fruit revolution and reap the rewards … increased satisfaction for your customers and increased sales for you.