Passionfruit Australia Endorsed 3 Year Strategic Marketing Plan 2011 – 2014 October 2011

Prepared by Shanka Dharmaratne Horticulture Australia Limited

1. Executive Summary  The Passionfruit three year Strategic Marketing Plan (SMP) has been developed by Horticulture Australia on behalf of the Passionfruit Australia Incorporated (PAI). This is the first marketing plan for the industry since the endorsement of the marketing/promotional levy as of 2010. The purpose of this document is to set out strategies and recommendations for the industry on how best to utilise the marketing levies collected in the years 2011 – 2014 in line with the strategic industry objective 1; increased production in line with increased market demand. Passionfruit is considered a tropical fruit that is associated with fun, summer and being an enjoyable fruit. Unlike most fruits Passionfruit is distinctively Australian and evokes positive childhood memories in many people. It is recommended that the industry build the Passionfruit brand that can be differentiated, perceived for quality and build loyalty through aligning consumers’ expectations with the product. The focus of the promotional program is to; o

Leverage the emotional connection that consumers have towards passionfruit by reinforcing enjoyment/taste, convenience and value.

o

Communicate the seasonality, versatility, convenience of eating and provide practical solutions in removing purchase barriers and thereby increasing consumption.

The strategic plan will assist to move the industry from a tactical approach to a long term approach, using a consistent brand position and creative platform that can be built over the years. The overarching objectives of the plan will be to: 1. Increase the Passionfruit consumption. o

Increase purchase frequency

o

Increase purchase volume (basket size)

2. Maintain sustainable return to growers through season The promotional strategy will talk to key target markets (Young Transitionals and Established Couples) to drive consumption of Passionfruit during the season. The plan also addresses strategies to overcome purchasing barriers like in-store visibility through in store promotions as well as improving and educating consumers on the versatility and usage occasions. It is also recommended that the Passionfruit industry closely work with its supply chain partners from farm gate to retail, to and ensure that the product could reach its maximum sales potential at the Point of Purchase The Strategic Plan as with the Annual Plans will be reviewed at the end of each year to ensure that there is continuity and relevance to the changes within the Passionfruit Industry moving forward.

2

Table of Contents 1. Executive Summary...................................................................................................

2

2. Situation Analysis...................................................................................................... 2.1. Industry Overview............................................................................................... 2.2. Industry Vision.................................................................................................... 2.3. Product Overview................................................................................................ 2.4. Price Overview................................................................................................... 2.5. Supply Chain /Trade Overview.............................................................................. 2.6. Competitor Overview........................................................................................... 2.7. Consumer Overview............................................................................................. 2.8. Previous Marketing Promotional Programs.............................................................. 2.9. SWOT Analysis....................................................................................................

4 5 6 7 8 9 11 12 12 13

3. Marketing Research and Implications........................................................................... 3.1. Creative Dialogue Research.................................................................................. 3.2. Produce Marketing Australia Research.................................................................... 3.3. Consumer Research Study by Jones Donald Strategy Partners.................................... 3.4. Implications on Marketing Strategy........................................................................

14 14 14 14 16

4. Marketing Objectives.................................................................................................

18

5. Target Market...........................................................................................................

19

6. Positioning...............................................................................................................

21

7. Promotional Strategies.................................................................................................. 23 7.1. Promotional Strategy.......................................................................................... 23 7.2. Promotional Overview......................................................................................... 24 7.3. Activity Timing....................................................................... ................................25 8. Three Year Promotional Activities Overview..................................................................

26

9. Research, Campaign Monitoring and Evaluation............................................................

29

10. Budget Overview......................................................................................................

30

11. Acknowledgments.....................................................................................................

31

12. References..............................................................................................................

31

13. Appendix................................................................................................................. 1. Nutrition Content...................................................................................................... 2. Passionfruit Varieties........................................................................................ ....... 3. Creative execution options developed.............................................................. .......

32 32 33 34

3

2. Situation Analysis 2.1 Industry Overview There are three primary producing states in Australia including Queensland, which constitute around 70% of the supply with around 25% being supplied from New South Wales and 5% from Western Australia. The Wide Bay region is estimated to constitute 35 per cent of national production alone, with other Queensland production areas including far north Queensland (Mareeba, Daintree, Cooktown) and south east Queensland (Nambour and surrounds). Whilst Northern New South Wales (Tweed Valley) produces around 25% of the national crop.

Major Growing regions in Australia

Production by Growing Region (vines)

Region

2009-10

Far North Queensland

60,000

Wide Bay

100,000

South East Queensland

40,000

Northern New South Wales

80,000

Western Australia

15,000

Northern Territory

2,000

Victoria

2,000

TOTAL

299,000

Figures from HAL member Subtropical and Tropical fruit industries: size, value and potential (2010 - 2025)

Data available through various industry sources estimate that the indsutry has the potential to grow around 400,000 vines by 2025 with an annual farm gate value of upto $ 22 milllon. However the industry is often faced with uncertainity and varying climate conditions dampenening the levels of supply into the market each year. The industry is continually researching into developing better varieties and building upon systems and measures to accurately forecast production levels and supply. Season Production (t)

2002-03 2,679

2004-05 2,443

2007-08 3,025

2009-10 3,793

2015 3,200*

2020 3,500*

2025 4,000*

Farm gate value ($m)

-

-

9

11

12 -15*

15 -18*

18 -22*

No. of growers

-

-

120

130

140*

150*

160*

*Estimated values Figures from HAL member Subtropical and Tropical fruit industries: size, value and potential (2010 - 2025) report All figures from HAL member Subtropical and Tropical fruit industries: size, value and potential (2010 - 2025) report

Passionfruit is predominately consumed within the domestic market and around 15% of this is usually processed into pulp and seeds. However, volatile supply and pricing are still considered the main barriers to expanding the Australian passionfruit industry.

4

Import and Exports The influx of cheaper processed products (pulp) into the Australian market through various sources like Thailand and South America will affect the long term viability of the industry which has relied heavily on servicing the domestic pulp and processing market. To date there has been no further developments in the import of fresh fruit and it is considered that such a move is unlikely. Yet, at the same time, it is possible that imports might eventuate over the coming years, if the industry is not able to address issues such as volatile supply and high price fluctuations within the domestic market. Industry Levy on Marketing Statutory marketing levy rates are set at the same rates as for the current R&D levy and charge; o 20 cents per 18 litre carton o 20 cents per 8 kilograms, if not packed in cartons o 1.5 cents per kilogram of processing passionfruit.

2.2 Industry Vision ‘A dynamic Australian Passionfruit industry recognised by the market for producing a range of quality products that use best – farming practices to drive an environmentally and economically sound industry.’ Mission Statement A market focused industry, which is committed to continuous improvement and international competitiveness through the implementation of farm management best practices, strong environmental credential, worker safe practices and R&D to ensure reliability of quality products to meet the demands of the consumers. Based on the Industry Strategic Plan1, there are key areas that specifically relate to the industry’s vision for Marketing. Objective 1: Increased production in line with increased market demand Strategies relating to Objective 1:  Identify stakeholders and target market and determine consumer and target demand  Develop a marketing plan and ensure resources available to implement

1

o

Product

o

Place

o

Price

o

Promotion

Passionfruit industry Strategic Plan 2006 – 2010 (pg 11)

5

2.3 Product Overview Passionfruit is native to Brazil, introduced to Australia in the early 1900s. While the fruit is grown all over the world, Australia remains one of the largest producers of Purple passionfruit. Passionfruit takes its name from the fruit’s exotic flower, which is said to symbolise the ‘passion of Christ’. In the past, two distinct types of passionfruit were grown, namely purples (Passiflora edulis) and panama (Passiflora edulis f. flavicarpa) types. However, with recent advances in breeding programs a number of varieties are commercially grown. Popular hybrid varieties such as the ‘misty gems’ and ‘sweethearts’ are grown in the sub tropical climates of south east Queensland and northern New South Wales. Panama varieties such as ‘Pandora’ are more distinctively known to be grown in the northern Queensland areas. The industry currently grows around 25% of the Panama varieties in Queensland, whilst around 75% of the Purple/Hybrid varieties are grown in the northern New South Wales regions.

Characteristics The passionfruit has a round to oval shape, with a diameter of between 4 cm and 6 cm. The fruit’s colour can range from yellow to purple and has a strong, leathery skin. The greenish-orange pulp contains a multitude of small, black, edible seeds.

Taste and Aroma Distinctive sweet – sour taste with a pleasant fresh citrus aroma

Seasonality Passionfruit is available all year round. The industry has major supply periods during the months of December – February and also in the months of July – August. January

February

March

April

May

June

July

August September October November December

Misty Gem (Purple Hybrid) Sweetheart (Purple Hybrid) Pandora (Panama Type)

Varieties There are number of varieties that are commercially grown in Australia. These can be generally classified as Yellow, Purple, Panama, and Red. Misty Gems, Pandora and Sweetheart varieties represent the majority volume of Passionfruit available in the markets. (A list of all major varieties are attached in appendix 2)

6

Selection and Storage Passionfruit can be stored at room temperature for up to two weeks or refrigerated for up to a month. It is best to store them in a plastic bag as this will prevent the fruit from dehydrating. The pulp freezes and stores very well. Contrary to popular belief, passionfruit does not have to be wrinkled to be considered ripe. Preparation and Usage To eat fresh, cut the fruit in half and scoop out the pulp and seeds, both of which are edible. The pulp can be strained to make a refreshing drink and strained passionfruit can also be made into ice cream and sorbets. Passionfruit enhances the flavour of other fruits and makes a delicious topping for various types of desserts.

2.4 Price Overview The industry does not have any systems to accurately monitor prices paid at the farm gate and retail store levels. There is an ongoing need to obtain this data to assist the industry in order to plan for the future production levels and also industry profitability. This type of price data will also be beneficial in understanding the market and the relationship that price has on consumption. Currently there are price surveys conducted at the wholesale level through third party vendors. These surveys are compiled by recording the full cross section of sellers in the markets during trading times at the three major wholesale markets (Sydney, Brisbane and Melbourne). The information gathered shows a significant fluctuation in product prices through the year signifying the notable peaks and troughs in supply. The information available at the time of writing this plan shows an average price per carton of $20 - $30 during the stable periods and as high as $100 during low volume periods2. The price surveys suggest that Purple Passionfruit varieties tend to have higher per carton prices than the Panama varieties across the three different markets. Furthermore, Melbourne markets have the highest price per carton for Passionfruit over Sydney and Brisbane, which could easily be due to added logistical costs of transporting the fruits to market. Price sensitivity (% MGB passionfruit buyers)

100 90

84

80

70

70 60 50

43

40

Definitely buy

40 30

15

20 10

2

6

19

$0.80

$1.00

2

0 $0.40

2

Definitely substitute

23

$0.60

$1.20

Ausmarket Survey of wholesale markets 2008 - 2009

7

The consumer research conducted in 2011, suggests that consumers become more willing to substitute Passionfruit if the price per fruit increases beyond 60c. Whereas they are 70% likely to purchase passionfruit when its 60c per fruit. Infrequent purchasers are also more price sensitive than the higher frequency segments. Price sensitivity among very frequent, frequent and infrequent purchasers (% MGB passionfruit buyers)

100

80

Very frequent definitely buy

87

90

84

Very frequent definitely substitute

75 81

70

73

60

64

47

46

50 42

40

41 202022

34

20 9

10 0

3

3

$0.60

$0.80

18

$1.00

Infrequent definitely buy

16 13

3

3

$0.40

17 17

5

4

Frequent - definitely substitute

38

29

30

Frequent - definitely buy

Infrequent definitely substitute

$1.20

2.5 Supply Chain /Trade Overview Wholesale The majority of passionfruit sold is through the wholesale markets, Particularly Brisbane, Sydney and Melbourne. The majority of wholesalers sell the product on to supermarkets and independent retailers, whilst a smaller amount of fruit is resold to providores, secondary wholesalers and the food service sector. Most wholesalers stock passionfruit on a regular basis but face the challenge of on selling to retailers as they only require one to two boxes a week, which has resulted in needing a large buyer base to keep the product line viable. In trade focus groups held in 20073, wholesalers identified a preference to Purple varieties over Panamas due to the consistency of supply, quality, and pulp. However, it is noted that Brisbane market being in proximity to the Panama growing region, tended to specialise in this variety, as it tended to be less affected by price fluctuations and had more consistency in quality and preferred the sweeter tasting panama fruit. There is also a need to keep the communication levels open with the wholesale markets whether it be updates on seasonal forecasts and crop production or notifying them of when the industry is likely to have a flush in production. Improving communications would inevitably result in reducing extreme price fluctuations and also assist in coordinated sales programmes.

3

Passionfruit Market Intelligence (2007) – John Baker, PMA.

8

Retail Passionfruit is sold through 5 key retail segments within the Australian territory; o o o o

Supermarkets (Coles and Woolworths) Independent Stores (IGA) Green Grocers (includes chains such as Harris Farms) Farmer’s markets/roadside stalls/weekend markets Supply Chain Distribution of Passionfruit

Woolworths/Safeway 31

Coles/Bi-Lo Green Grocer

Any supermarket

58

Fresh Food Markets

Any fruit shop/market

38

Any other retailer

4

20 IGA Harris Farm 20

Other Aldi

14 Street vendors 5 4 3 21 1

Other supermarket

The industry mainly focuses its distribution of product to Queensland and New South Wales markets and to a lesser degree Victoria. Recent research suggests that key retailers Coles and Woolworths are still the main point of purchase for consumers, however, the highest volume of purchase is made in independent and specialist stores.

Purchase Volume and Frequency of Purchase across Key Markets

44 56

58

62

60

50

Supermarket

73

Fruit shop/market 45 38

42 22

4

5

2

Total

Low (1 or 2)

Medium (3 to 5)

43 36

11

High (6 or more)

Purchase volume (number of passionfruit in last purchase)

Other

36

2

4

7

Infrequent (every 4-12 months)

Frequent (every 3-4 weeks)

Very frequent (fortnightly or more often)

Frequency of purchase

Similar to the wholesale markets there is a strong preference for Purple varieties4. The reasoning behind this has been due to competitive price points, availability, and perceived higher pulp content. Panamas are considered on the rise but there is a lack of recognition amongst retailers in this sector.

4

Passionfruit Market Intelligence (2007) – John Baker, Produce Marketing Australia

9

Retailers also preferred the Misty Gem, Sweethearts (darker varieties)5 as this represents appearance, richness, ripeness, shelf life and sweetness and is more likely to be higher levels of pulp as opposed to 152, Toms specials. Although Passionfruit is in supply year round, retailers note that Passionfruit’s demand is higher during summer months and relate this to the fact that passion fruit being associated to as a enjoyable fun fruit.

2.6 Competitor Overview Passionfruit is not considered a staple fruit amongst the average Australian household, unlike Bananas and Apple, which dominate the market in household penetration and sales volume. Established fruits also have a long running social and cultural linkage to the Australian consumer and are more mature industries and have the infrastructure to maintain their dominance in the market place. Although there is no immediate substitute for Passionfruit, there is however competition for market share with other types of tropical fruit that are in the season like Mangos, Papaya, Pineapples and Kiwifruit. Although most of these products are only seasonally available in the market, they have considerably more supply levels and readily accessible to consumers. With the constant influx of new and alternative fruit options, there is a clear need to establish the uniqueness of Passionfruit and breakaway from the more seasonal tropical fruit in the market.

Snack Products Passionfruit also competes with major snack food brands for share in the consumer’s shopping basket. These products normally have relatively larger in-store and promotional expenditure to stay on top of consumers’ minds. There are a growing number of consumer snack products (i.e. dairy snack products with passionfruit pulp etc) that has the potential to chip away at fresh Passionfruit sales. Although historically these snack foods have been a major cause of unhealthy eating, they are now moving towards more nutritionally balanced food offerings (whole grain snacks, reduced sugar products etc.) Imports Furthermore, there is an increasing concern amongst the grower community and industry on imported Passionfruit pulp from countries like Thailand and South America. Although imported pulp does not dominate the market, it is unlikely that growers will be able to compete on price anytime in the near future. There have already been a number of growers who have had significant cutbacks on their income due to reduced market demand for locally sourced passionfruit pulp over imported pulp. If supply unpredictability and price fluctuations continue it might also create the opportunity for fresh Passionfruit to be imported from countries such as New Zealand to meet consumer demands within Australia.

5

Passionfruit Market Intelligence (2007) – John Baker, Produce Marketing Australia

10

Tropical and Sub Tropical industries Passionfruit is a comparatively smaller tropical industry within Australia. The projected comparison of subtropical and tropical fruit industries gives a projected placement of the passionfruit industry over the period up to the year 2025. Area planted

2015

2020

2025

Custard apple

66,000 trees

68,000 trees

70,000 trees

Lychee

205,500 trees

226,050 trees

248,655 trees

Mango

2,050,000 trees

2,100,000 trees

2,200,000 trees

Papaya

500 ha

600 ha

700 ha

Passionfruit

320,000 vines

350,000 vines

400,000 vines

Persimmon

240,000 trees

245,000 trees

270,000 trees

Pineapple

52,500,000 plants

70,000,000 plants

80,000,000 plants

Production

2015

2020

2025

Custard apple

2,200 t

2,500 t

2,800 t

Lychee

4,500 t

6,000 t

8,000 t

Mango

67,922 t

70,300 t

72,760 t

Papaya

18,000 t

20,000 t

22,000 t

Passionfruit

3,200 t

3,500 t

4,000 t

Persimmon

2,600 t

3,250 t

5,000 t

Pineapple

105,000 t

140,000 t

160,000 t

Farm gate value

2015

2020

2025

Custard apple

$8.7m

$10.7m

$12.8m

Lychee

$23m

$30m

$39m

Mango (gross value)

$145m

$150m

$156m

Papaya

$32.4m

$40.0m

$48.5m

Passionfruit

$12-15m

$15-18m

$18-22m

Persimmon

$12.6m

$15.2m

$22.7m

Pineapple

$88m

$120m

$146m

All figures from HAL member Subtropical and Tropical fruit industries: size, value and potential (2010 - 2025)

11

2.7 Consumer Overview Passionfruit has strong positive associations with the majority of consumers, predominantly seen as a tropical, delicious, healthy and “fresh” fruit. However it is not as widely consumed as once thought, most recent research shows that only 27% of consumers purchased Passionfruit in the past 12 months within Australia. Furthermore, out of this segment, more than 60% of the volume is consumed by less than 28% of Passionfruit consumers (8% of MGB’s). The average quantity purchased is most often between 3 to 5 fruit, while infrequent purchasers were more likely to pay less ($3.80) and buy fewer fruit per occasion compared to very frequent purchasers ($4.90). Passionfruit purchase penetration is higher amongst more adventurous cooks and those living in the Eastern states, purchase is also skewed towards higher income households and the eastern states of Queensland, New South Wales and Victoria, with significantly larger proportion of higher income households purchasing Passionfruit in N.S.W.

Impulse Purchase vs. Planned Purchase of Passionfruit Passionfruit purchase (% MGB passionfruit buyers)

Passionfruit consumption (% MGB passionfruit buyers)

21 36 47 Impulse purchase

Eaten on its own

23 43

57

Eaten in a fruit salad

22

Planned purchase 27

21

Topping on desert

18 12

Topping on recipe

11

11 2

16

Total

Planned purchase

2

12

Used as an ingredient

13

Other

6 2

Impulse buy

More than half of all Passionfruit is bought on impulse, driven by visibility/availability of fruit in store. Furthermore most impulse purchases are consumed on its own, whist planned purchases are more likely to be used as an additive or in a recipe. Almost half (48%) of consumers were unaware of Passionfruit varieties and of those who did, they considered ‘colour’ and ‘size’ to be the key differentiating factors.

2.8 Previous Marketing Promotional Programs The industry has not conducted any previous marketing promotional activities or communication on a national level. 2010 is the first year that the Marketing levy was collected for the industry and will lead towards formulating and implanting marketing activities in the years 2011 – 2012.

12

2.9 SWOT Analysis A strategic marketing planning workshop was conducted in consultation with the industry to assist with identifying the industry’s objectives and competitiveness. The following situation analysis gives a snapshot of the current position the Passionfruit industry within the Australian domestic market.

Strengths  

    

Passionfruit is unique, healthy product available yearround. Ease of use and versatility of the product o Use as an additive or flavour enhancer o New appealing hybrid varieties with better eating quality o Ability to be processed easily and pulp can be frozen and stores very well Strong emotional and nostalgic associations Not many substitutes in the repertoire Good shelf life and easy to transport Profitable industry with good price margin for retailers Diversity of growing regions – year round production, risk minimisation

Weaknesses 

   

Inconsistent quality of fruit at point of purchase o Fruit wrinkles quickly leading to poor display o Poor visibility at in-store display due to small volumes Variability and unpredictability in supply over the year o Inefficient supply chain forecasting o Production highly sensitive to climate variations Lack of knowledge about fruit ripeness and varietal confusion amongst consumers (panama vs purples) Lack of market and product intelligence and a market plan to respond Small size of industry limits growth potential Seen as an expensive fruit Fairly high price elasticity Variation of fruit pulp weight



No post harvest treatment to store fruit



 

Opportunities 



  



Potential to increase consumer purchase frequency and weight of purchase o Growth opportunities in the younger consumer markets o Product / brand positioning and innovations o Current trend to healthy living o Leveraging the high recognition of passionfruit during summer o Promoting the uniqueness of flavour and aroma Increasing value perception at retail level o Goodwill and willingness of key retailers and independents to support promotions o Cross category marketing opportunities with other fruit and products i.e. dairy o Value added and pre-packaging opportunities o Merchandising and POS opportunities o Opportunities for packaging product Increasing consumer education on varieties and usage occasions Educate and train supply chain partners on handling, storage and display The industry is a young industry with huge growth potential

Threats 

    



 

Competition – other fruits and snacks and products capable of taking share of consumer’s disposable income o Passionfruit is outspent in terms of promotions by competitors. o Competitive industries do a better job at engaging the retailers particularly in FMCG Low volumes in market translates to low visibility on shelf Changing consumer behaviour on purchasing and consuming food Price is a barrier for many consumers. Growers are price takers from key retailers Supply unpredictability of domestic fresh fruit o Inconsistent quality o Poor grade fruit making its way to the market floor o Short lead times in notifying markets on fruit supply Threat of increasing imports in low seasons o Imported cheaper pulp into domestic market o Possibility of future imports of fresh fruit Increasing cost of production (water, chemicals) Ageing demographic of growers

Leverage the ‘Australian Grown’ message

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3. Marketing Research and Implications 3.1 Creative Dialogue Research In 2007, 28 females between ages of 25-55 attended sessions conducted between February and May in Sydney, Melbourne and Brisbane. The recommendations of the study encourage the use of product as a snack as well as additive and further educate consumers on varieties and to enhance the look of Point of Sale material. 3.2 Produce Marketing Australia (PMA) Research In 2007, 15 Wholesalers and 22 Retailers interviewed between April and May 2007. Findings point to Passionfruit being unique and versatile, strong support from retailers and wholesaler to promote the product. 3.3 Consumer Research Study by Jones Donald Strategy Partners The 2011 Study explored the consumer usage and attitudes showed very positive perceptions on the buying and eating experience of Passionfruit. Most consumers felt that Passionfruit was a snack that was great tasting and felt somewhat exotic. Focus group results from 2007, suggested a strong nostalgic connection, bringing up emotive memories of fond childhood memories. The 2011 focus groups further supported these claims with a similar sentiment amongst both young and older groups. There is a strong emotive connection that consumers have with Passionfruit and it is clearly evident in the language used, like ‘Enjoyment’, ‘Excitement’, ‘Fun’, ‘Luscious’, ‘Delicious’ etc. This plan will draw on these findings and inform the strategic direction for the industry. Passionfruit is largely an infrequent purchase; with almost half of purchasers buying passionfruit once every 2-12 months. While 28% purchased very frequently and 26% purchased frequently. Furthermore, Passionfruit pulp is notably consumed far less compared to fresh Passionfruit.

Segmentation based on Passionfruit consumption - Fresh vs. Pulp

6 7

Every 1-2 weeks Every 3-4 weeks

28

28% Very frequent purchasers

26

26% Frequent purchasers

14 11

Every 2-3 months Every 4-6 months

14

18

Every 7-12 months Less often/never

24

46% infrequent purchasers

42 13

9

Passionfruit pulp

Fresh passionfruit

14

Passionfruit Consumption Passionfruit is mainly consumed on its own, followed by various other usage occasions as an additive (topping to fruit salads, dessert or other recipe etc). The majority of Passionfruit is usually consumed in the night time with around 49% of all fruit consumed at dinner or after dinner. Distribution of Usage Occasions across Purchase Frequency

Eaten on its own

37

33

24

25

36

36

22

18

18

24

16

12

10

11

11 2

10 1

12 1

Total

Infrequent buyer

Eaten in a fruit salad Topping on recipe Topping on dessert Used as an ingredient Other

12 15 10 4

Frequent buyer Very frequent buyer

Passionfruit is more likely to be purchased on impulse than not, with infrequent purchaser’s more likely use it as a dessert topping or as an ingredient in a recipe opposed to eaten on its own. Factors affecting Purchasing Influence

Does not influence

The look of the passionfruit

7

The feel of the passionfruit

11

The price of the passionfruit The smell of the passionfruit

26

15

31

20

49 23

15

The size of the passionfruit

The size of the display

52

29

18

How the passionfruit is packaged

52

33

20

Whether passionfruit is in season

Major influence

67 36

The country the passionfruit comes from The colour of the passionfruit

Minor influence

41

48 44

38

43 49

58

31 34

71

8 24

5

The Passionfruit purchase decision is mainly driven by appearance, feel and price. Younger households and impulse purchasers are more likely to be influenced by price than other consumer groups. It should also be noted that country of origin was still considered influential in the purchase decision in consumer’s minds.

15

Barriers to purchase (% MGB passionfruit buyers) Not always available

53

Too expensive

31

Only have limited recipes I use them for

25

Price varies too much

23

Quality is unpredictable

22

Only buy on special occasions/as a treat

18

Miss them/hard to find in the store

17

Don't think of it

15

Don't get eaten when I buy them

13

Amount of pulp varies too much Other

8 5

Barriers to purchasing Passionfruit are availability (this can also be read as in-store visibility) and price. Knowledge of recipes and uncertainty around quality also inhibit younger groups and infrequent purchasers from buying the fruit.

3.4 Implications on Marketing Strategy Based on the research as a whole, it is hypothesised that current non-purchasers would be difficult to engage, given the inherent barriers around their willingness to consider Passionfruit. In the short term, therefore it is estimated that it will be more beneficial to focus on current purchasers. Market share by Purchase Frequency and Volume (% of Passionfruit buyers)

Purchase Frequency Frequent

Very frequent

(every 2-12 months)

(every 3-4 weeks)

(more than fortnightly)

Total Volume

1 or 2 (Low Volume) 3 to 5 (Medium Volume) 6 or more (High Volume)

1 5 3

1 14 7

3 31 33

6 51 44

Total

9

23

68

100

Share of purchasers

45%

26%

28%

100%

Share of MGB

12%

7%

8%

27%

Share of Purchasers Increase Volume

Infrequent

Volume of Purchase

22% 60% 19% 100%

Increasing Frequency

16

According to the Jones Donald study almost half of MGBs were infrequent purchasers (45%), while the frequent (26%) and very frequent (28%) purchaser segments were of similar sizes. Furthermore the infrequent purchaser segment purchased just 9% of the total volume of Passionfruit, with the frequent purchasers buying about a quarter (23%) and the very frequent purchasers the majority (68%). Implication on Strategic Marketing Plan Based on the data available6 it can be hypothesised that converting the ‘infrequent purchasers’ (every 2 - 12 months) into ‘frequent purchasers’ (every 3 - 4 weeks) would have the highest impact based on the increased number of purchase occasions.

Focus marketing strategy on driving consumption amongst the under consuming groups

Implication on Strategic Marketing Plan Furthermore ‘low’ and ‘medium volume’ purchasers (6 or more passionfruit bought per occasion) represent 82% of share of total Passionfruit purchasers7. Given the high percentage of the lower volume purchasers, there is potential to increase volume growth in the market for the industry.

Focus on increasing the volume purchased per occasion by low consuming groups

6 7

Passionfruit Consumer Research Study – Jones Donald Strategy Partners (2011) Passionfruit Consumer Research Study – Jones Donald Strategy Partners (2011)

17

4. Marketing Objectives 4.1 Marketing Objectives The overarching marketing aim is to promote passionfruit throughout its variable annual production cycles, to generate short term demand during period of over-supply, and long-term demand to ensure higher constant demand and returns. Based on the available insights from consumer research and the overarching industry objectives, the three year strategy will focus on the following objectives: 1. Increase the Passionfruit Consumption. o

Increase Purchase Frequency

o

Increase Purchase Volume (basket size)

2. Maintain sustainable return to growers through season 1. Increasing Passionfruit Consumption Currently infrequent buyers represent 45% of total Passionfruit consumers, but only account for 9% of the total volume purchased. By increasing consumer awareness on availability and usage occasions, the main objective will focus on increasing the frequency over the next three years.

Increase the number of frequent buyers from 26% to 46% by 2014 Data obtained from the recent research study suggests that lower and medium purchasers account for 82% of the total market. It is feasible to increase the amount of Passionfruit purchased and thereby impacting total sales volumes by improving and educating consumers on the versatility and usage ideas. The second objective will aim to increase overall growth in market volume by shifting purchasers from low and medium to high volume purchasers.

Increase the high volume purchasers from 19% to 40% by 2014 2. Maintaining sustainable returns to growers The overall strategy will maintain focus on grower profitability by ensuring that consumer promotions are activated during peak supply periods to stimulate upward pressure on passionfruit prices. In the long term it is hoped that through investing in consumer marketing, growers will enjoy sustainable returns on Passionfruit sales over these periods.

4.2 Other Considerations Horticulture Australia further recommends the following strategies where it is practical and feasible, for the industry to undertake, these include; o o o

Building category management strategies to improve in-store visibility and optimise presentation of fruit at point of purchase. Implementing and monitor supply chain quality standards for consistency in fruit quality. Improving crops forecasting to ensure that extreme price fluctuations in the market are minimised.

18

Tracking achievement of Marketing Objectives Throughout the 3 years of the marketing plan, interim measurements will need to be obtained to benchmarks and evaluate the performance of the marketing plan. It is proposed that the industry consider undertaking online omnibus surveys at the end of each year to evaluate and track purchasing and consumption data over the periods. (see section 10 for more detail).

5. Target Market  The initial phase of marketing will be focusing on targeting infrequent buyers, prompting them to purchase Passionfruit more frequently. The rationale for targeting these groups instead of attempting to interest current non-purchasers is due to inherent difficulties and marketing investment needed to make attitudinal changes in these consumer segments. Based on this, the two segments that the promotional activity would be targeting are; o

Young Transitionals

The greatest opportunities lie with the Young Transitionals segment. This segment has currently the lightest purchasers however have low barriers to purchase. Despite the barriers, this segment did express strong positive associations with Passionfruit in both the quantitative and qualitative phases of the research. They also see Passionfruit as a Tropical, Delicious and see it more of a luxury or special treat. o

Established Couples

Established Couples are more frequent in purchasing Passionfruit compared to the younger demographics. This segment purchases habitually and tends to see Passionfruit as a Fresh, Luscious Australian product. It is important to maintain their consumption levels as well as look into increasing their purchase. Research also suggest they are likely to be influenced by seasonality/availability and country of origin compared to other segments. Purchase frequency (% MGB passionfruit buyers)

28

26

31

27

28

17

27

29

26

24

20

32

27

24

26

37

Very frequent purchasers Frequent purchasers

40

Total

53

18-29 years old

47

43

30-39 years old

40+ years old

50

48

Young Small scale transitionals families

47

Bustling families

39

Infrequent purchaser

Established couples

19

Priority

Primary target market

Descriptor

Young Transitionals

Established Couples

Any size household with no children. Aged under 35

Couples are aged between 35 to 59 Couples with no children/ Empty Nesters or where all children living at home are aged 21+

Rationale

Secondary target market

-

Currently the under consuming relative to other segments.

-

This group is the loyal Passionfruit buyers segment

-

Strong positive associations with Passionfruit

-

Higher levels of Passionfruit consumption relative to most segments

-

Barriers to purchasing Passionfruit are low

-

-

Previously not directly targeted by industry campaigns

-

Previously not directly targeted by industry campaigns

-

Middle to high income

-

Higher disposable income

Barriers to purchasing Passionfruit are low

Opportunity

Under consuming & well placed to take advantage of the snacking & increased usage occasions

Opportunity to maintain the segment through increased awareness of seasonality and value.

Strategy

Drive Consumption

Maintain / Encourage Consumption

The marketing program will also address the following stakeholders and audiences in its communications activity; o o o o

Key retail stores Independent stores and green grocers Wholesale markets Growers

The objective of communicating to these segments is to focus on building ongoing relationships as well as increase awareness of the marketing activities and messages, through which it is hoped that there will be better cooperation and promotion of Passionfruit across the supply chain.

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6. Positioning  There is a need to create an overarching brand for the marketing campaign, complemented by a consistent look and feel that can unify all communication and promotional efforts over the long term. Passionfruit’s positioning should be visually appealing and inspirational; it will need to incorporate the imagery of fun, tropical and the enjoyable nature consumers’ associate with Passionfruit. Creating a consumer brand identity to leverage these associations, offers the greatest opportunity to engage consumers and increase awareness and assist in distinguishing Passionfruit against the competitive set. Key considerations taken into account when developing Australian Passionfruit’s positioning were; o o

o o

Imagery matches the emotions consumers link to Passionfruit (fun, light hearted, exotic) The name and colour of Passionfruit logo evoke powerful associations in the minds of consumers, who see it as a light-hearted, fun, healthy treat linked with good times and enjoyment. Need for impactful call to action as most purchase decisions to buy are made on impulse Promotional activity will communicate the positioning to the primary and secondary target markets, ensuring that the tone and messaging is aligned with their expectations of the brand and challenge consumers to re-think their perceptions in a playful manner

The creative will also drive the message of its taste, versatility and being an everyday treat without losing its appeal. For example, adding Passionfruit to your morning breakfast over yoghurt or crepes, sprinkling Passionfruit in your fruit salad. As a result of the latest consumer research and the strategic planning process, a new consumer logo for Passionfruit has been developed for the industry, that is; o

Unique, honest and memorable

o

Appealing to the target audiences

o

Communicates the nature of Passionfruit’s brand essence

o

Able to work in context of all potential communications

21

The consumer logo recommended* is:

The logo was positively received by all focus groups and was judged as close to a quality stamp of endorsement and captured the evocative positive associations of Passionfruit (font, colours, image and layout). Some statements from the focus groups relating to logo are listed below. “Distinctive” and “eye-catching”, “balanced”, “clever” and “a complete statement” Liked the ‘real’ look of the fruit, feeling that it made the logo more approachable and warm

*The above logo will be further refined based on input from members of the Passionfruit industry.

Positions statements tested:

A number of positioning statements were tested with the focus groups; however each tagline raised additional questions, or presented ambiguities that detracted from the ‘fun’, ‘special’ positioning of Passionfruit. It is recommended to further refine these positioning statements or explore new positioning territories to add to the effectiveness of the creative direction and product positioning. Furthermore it is recommended that the industry incorporate provenance in the messaging and particularly the word “Australia”, to differentiate Australian produce from the imported pulp that is available in the market. Growers and processors will be encouraged to use the new creative assets to build upon their own branding and drive the message ‘Australian grown’. Please see Appendix 3 for the POS execution concepts for further review.

22

7. Promotional Strategies  7.1 Promotional Strategy The role of this plan is to move the industry from a tactical approach to a long term approach, using a consistent brand position and creative platform that can be built over the years. The promotional strategy has been developed keeping in mind the marketing objectives and the industry priorities. It is recommended that the industry build the Passionfruit brand that can be differentiated, perceived for quality and build loyalty through aligning consumers’ expectations with the product. The focus of the promotional program is to; o

Leverage the emotional connection that consumers have towards passionfruit by reinforcing enjoyment/taste, convenience and value.

o

Communicate the seasonality, versatility, convenience of eating and provide practical solutions in removing purchase barriers and thereby increasing consumption.

Improving and educating consumers on the versatility and usage occasions is the direction that the industry should adopt for building Passionfruit as an everyday fruit as opposed to having them only during special occasions. Considering that more than half of product is purchased on impulse, it is important to ensure that product presentation and point of sale stimuli are impactful and effective in driving the key message to consumers.

7.2 Promotional Overview The recommended approach to marketing Passionfruit is designed in three phases. Phase 1: Year 1 (2011 -12) Launch ‘Passionfruit’ marketing campaign, implement creative and brand positioning Capitalise on the brand assets associated with Passionfruit such as summer, fun, enjoyment, fond childhood memories etc. Explore the versatility and new usage ideas for Passionfruit by developing consumer friendly usage alternatives for fresh consumption Implement retail and merchandising sales initiatives to drive in store visibility and sales Identify and test wholesale / retail communication and engagement initiatives

23

Phase 2: Year 2 (2012 -13) Promote brand to Young Transitionals and Established Couples using key learning from Phase 1 Expand on year 1 marketing activities to strengthen consumer awareness and demand Building collaborative relationships across the supply chain (with growers, wholesalers, suppliers and retailers) Focus on removing barriers to purchase: consistent fruit quality, minimize price variability via better crop management, implement a category stewardship / program (R&D)

Phase 3: Year 3 (2013 -14) Build the program to strengthen and reinforce key messages Consider and plan new research studies as required

Over the next three years, the marketing program for Australian Passionfruit will be about communicating the key messages of the industry with the aim of increasing the frequency of purchase among the target audiences. The campaign will aim to build stronger relationships with growers, key retailers, national markets and key media.

Timing Target Market

Objective

Strategy

Activity / Tactics

Year 1

Year 2

Year 3

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

Increase visibility of Passionfruit within consumer media channels Primary: Young Transitionals

To drive consumption

Secondary: Established Couples

To maintain / encourage increased consumption

Key retailers /Independants Increase support of marketing activities W holesalers Growers

Public Relations Online

Increase consumption with infrequent users Position as fruit with unique taste, easy to enjoy and versitility whilst maintaining its high desirability

In - Store/Retail promotions

Maintain loyalty with frequent user segments

Public Relations & In - Store/Retail promotions

To ensure supply chain and growers are up to date on the campaign activities

Internal and trade communication on seasonality and marketing promotional activity

Educate retailers and POS and educational W holesalers on seasonality material and handling

*Timing of activity to be finalised on final annual marketing activty plans

24

7.3 Activity Timing Passionfruit, like other horticulture industries relies on the total value of sales in a given season to measure profitability. Unlike most consumer products, the pressures of demand and supply affect the prices paid for produce in the market. In a typical scenario, it is often the case where high supply into the market will result in reduce prices for produce. This is not often the best outcome to the industry and its long term profitability. It is therefore recommended that any marketing promotional activity be aimed at periods when produce is at its peak - improving consumer demand for the product which drives prices to stabilise and in turn deliver higher returns to growers during this period.

25

8. Three Year Promotional Activities Overview  The following overview details the Passionfruit promotional strategy over the period 2011/12 to 2013/14. These activities are subject to change based on the industry levy income and final approval of the annual marketing activity plans for each subsequent year.

Component

Season

Year 1 (2011 - 2012)

Year 2 (2012 - 2013)

Year 3 (2013 - 2014)

Budget

$60,000

Estimate 95,000

Estimate 95,000

Objective Target Audience:

Strategy

The primary target market is: Young Transitionals • 18 - 35 year olds • No children • Female skew • Urban white collar skew • Middle – upper income • Currently infrequent users • Confident and enjoy new food • Like to experiment The secondary target market is: Established Couples • 35 - 59 years old • HH’s with no children /Empty nesters • HH’s with children living at home are 21+ • Female skew • Urban white collar skew • Middle – Higher income • Relatively higher consumers • Habitual purchase

Strategy • Increase Passionfruit purchasing frequency.

• Continue to promote Passionfruit to consumers.

• Continue to promote Passionfruit to consumers.

• Increase consumer awareness through low level PR promotions, and communicate the taste and versatility of Passionfruit and build their confidence to purchase more often.

• Increase Passionfruit offerings / versatility to consumer through promotional opportunities.

• Continue/build PR promotions

• Target the supply chain (i.e. In store retailers and where possible key retailers), through merchandising programs and POS material. • Explore cross promotional activities in store • Internal and Trade communications. • Develop strong creative to be used in promotional activities.

• Continue/build PR activities on building awareness and promoting key messages of – versatility, seasonality and taste. • Build upon previous In-store programs to drive purchase frequency. • Explore/ Implement cross promotional activities in store • Develop online and social presence for Passionfruit – encouraging visitors to the site and educating them and involving them with the fruit's offerings

• Increased promotions to consumers through in store activities. • Explore/ Implement cross promotional activities in store • Leveraging Passionfruit messaging through online website and Social media activity • Also continue communicating with the supply chain ensuring that they are upto-date on the activities planned.

• Build on the education program implemented with the supply chain – keep them involved.

26

Objective

Creative & Production

Ensure we are getting cut-through the noise in the marketplace – make Passionfruit stand out from the crowd Highly impactful communication that conveys the essence of enjoyment, taste, fun, summer to key audiences

Year 3 (2013 - 2014)

• Develop strong creative to be used in promotional activities.

• POS material to reflect positioning strategies

• POS material to reflect positioning strategies

• Develop fresh new POS material to communicate the different usage occasions, ensuring that positioning strategies are continued and built upon in following years. budget - $7,000.00

budget - $7,000.00

Increase visibility of Passionfruit within consumer media channels

• Use PR to reach a wide audience – the supply chain through to consumers

• Communicate broadly with consumers again through PR activities / events.

• Communicate broadly with consumers again through PR activities / events

Position as fruit with unique taste, easy to enjoy whilst maintaining its high desirability

• Targeted PR releases

• Targeted PR releases

• Targeted PR releases

• Provide different usage occasions for consumers.

• Provide different usage occasions for consumers.

• Provide different usage occasions for consumers.

• Hold a launch event for the key media, get them re-engaged about Passionfruit

• Usage of Celebrity Ambassador to endorse Passionfruit

• Usage of Celebrity Ambassador to endorse Passionfruit

Create demand among new users, increase consumption with infrequent users and maintain loyalty with frequent user segments

3 year budget - $53,000.00

In Store Strategy

Year 2 (2012 - 2013)

budget - $12,000.00

3 year budget - $26,000.00

Public Relations

Year 1 (2011 - 2012)

Increase purchase in store through purchase triggers and high impact communications/POS Provide consumers with various reasons to increase their usage occasions Build relations with trade and increase awareness of passionfruit in store

3 year budget - $98,000.00

budget - $20,000.00

budget - $18,000.00

budget - $15,000.00

• Hold in-store merchandising activity in stores increasing visibility for consumers

• Build on the in-store campaign developed in 2011/12 with a strong call to action for consumers – ie. Incentivise purchase.

• Build on the in-store campaign developed in 2011/12 with a strong call to action for consumers – ie. Incentivise purchase.

• The in store activity could be expanded to include more stores which would increase potential reach.

• Budget depending, work with IGA /Metcash to develop an in store merchandising campaign in Metro stores and Continue independent retailers promotions

• Run consumer competition in-store. • Flyers and promotional material will be distributed to key independents and national wholesalers

budget - $30,000.00

budget - $35,000.00

budget - $33,000.00

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Objective

Retail Strategy

Year 1 (2011 - 2012)

Year 2 (2012 - 2013)

Year 3 (2013 - 2014)

• Incentivise key retailers to promote Passionfruit in-store.

• Cross promotional marketing promotions platform based on opportunities available with key retailers. i.e Mangos, other tropical fruits, Yoghurts etc.

• Cross promotional marketing promotions platform based on opportunities available with key retailers. i.e Mangos, other tropical fruits, Yoghurts etc.

Explore opportunities to build cross promotional strategies to promote Passionfruit to consumers

• Distribute POS kits to independent grocers with information on point of sale, handling and storage information.

• Look into other forms of expanding on cross promoting Passionfruit through non-fruit/horticulture products. i.e. Dairy industry etc.

• Look into other forms of expanding on cross promoting Passionfruit through non-fruit/horticulture products. i.e. Dairy industry etc.

3 year budget - TBC

year budget - TBC

year budget - TBC

year budget - TBC

Build retail presence through educating and communicating to key retailers on the Passionfruit strategy Ensuring that the key retailers and independent stores are as up to date with current marketing activities

Online

Building an online presence to promote key messaging for the industry in a consumer friendly manner. 3 year budget - $11,000.00

Wholesaler /Grower Communication and Engagement Strategy

To ensure wholesalers and growers are up to date on the campaign activities Educate Growers and Wholesalers on handling and storage Communicate seasonality and crop forecasting where possible (Internal and Trade ) 3 year budget - $7,000.00

Research and Evaluation

Monitor the frequency of consumption of Passionfruit in the market

3 year budget - $15,000.00

• Build retail presence through educating and communicating to key retailers on the Passionfruit strategy.

• Create Social Media site (Facebook) to update followers on activity taking place during the year budget - N/A • Communicate the marketing promotional activities to the wholesale markets building excitement and awareness of Passionfruit programs. • Recipe pads will be distributed to key independents and national wholesale markets budget - $3,000.00

• Create micro Facebook site (competition/game) to tie into PR activities and/or In-store activities to increase involvement and increase key messaging effectiveness. budget - $3,000.00

• Continue Social Media and website activity to drive awareness and engagement with the Passionfruit brand and its consumers.

• Continue to communicate to stakeholders in the supply chain.

• Continue to communicate to stakeholders in the supply chain.

• Implement an education program for the entire supply chain on optimal handling and storage methods and seasonality

• Implement an education program for the entire supply chain on optimal handling and storage methods and seasonality

budget - $2,000.00

budget - $2,000.00

budget - $8,000.00

• Monitor campaign and evaluation based on campaign activity KPI's

• Monitor campaign and evaluation based on campaign activity KPI's

• Monitor campaign and evaluation based on campaign activity KPI's

• Online Omnibus study to gauge purchase frequency

• Online Omnibus study to gauge purchase frequency

• Online Omnibus study to gauge purchase frequency

budget - $5, 000.00

budget - $5, 000.00

• Evaluate the success of the previous three years of activity budget - $5, 000.00

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9. Research, Campaign Monitoring and Evaluation  Introduction The above activities will be measured / tracked each year through the following methods: 1. PR Evaluation The PR activities can be measured by the amount of editorial that they achieve in the national publications / TV / radio programs. The circulation and readership figures of these publications will assist in measuring how many people have been reached through the Public Relations activity. 2. In - store Activity The success of the in-store activity can be measured by the amount of sales per store as a result of the sampling/merchandising activity. The ongoing success of this activity can also be measured by calling the stores to determine the sales that followed in stores after the sampling activity concluded. The feedback given from the in-store demonstrators can also be a way to determine if this activity has been successful at store level. 3. Website Statistics HAL is able to provide statistics for the Passionfruit Australia consumer site at the end of each year. The report will be able to accurately monitor site visits, how long the visitor spends on each page and what they search for on the site. This will further help understanding how consumers interact and expect from passionfruit. 4. Online Omnibus Research This will be the major measurement tool used to determine if the objectives set for the marketing program have been achieved. 5. Other methods There is a need for the industry to gain information on consumer consumption data to assist monitoring and developing the effectiveness of the promotional campaigns. Currently Horticulture Australia has the capacity to offer Passionfruit Australia – through third party research organisations (Scan data, Nielsen) the ability to monitor consumers and purchasing behaviour over time and measure these trends. IMPORTANT: The industry does not currently have the capacity to accurately forecast its production across the growing regions due to factors such as dispersed geographical locations, variability and unpredictability in supply, lack of production forecasting tools. However, it is highly recommended that the industry consider the investment in funds towards implementing better management systems and practices to enable the industry to be able to monitor passionfruit production across Australia.

29

10. Budget Overview  The following is a summary of the indicative financials over the three year period of marketing promotional activity. The activities and costs are subject to change based on the activities undertaken each year. Activity

2011-12

2012-13

2013-14

Total

Creative Production

6,000

0

0

6,000

Public Relations

20,000

18,000

15,000

53,000

Retail Activities

30,000

35,000

33,000

98,000

Online Activities

0

3,000

8,000

11,000

Market Communication

3,000

2,000

2,000

7,000

Point of Sale material

6,000

7,000

7,000

20,000

Research and Evaluation

5,000

5,000

5,000

15,000

70,000.00

70,000.00**

70,000.00**

210,000.00

Total **Estimated Levy income

30

11. Acknowledgments  The following personnel were involved in the development of concepts and territories which have been explored in the Marketing strategy; Jones Donald Strategy Partners Eleven Communications

Members of the IAC and MSC committees at Passionfruit Australia Incorporated

David Chenu – General Manager Marketing – HAL Shanka Dharmaratne – Marketing Coordinator – HAL Gunjan Tandan – Marketing Manager - HAL Jane Wightman – HAL Industry Services Manager

12. References  Passionfruit Consumer Research Study – Jones Donald Strategy Partners (2011) HAL member report on Subtropical and Tropical fruit industries 2010 – 2025 (2011) Passionfruit Industry Strategic Plan 2006 – 2010 (2007) Passionfruit Market Intelligence (2007) – John Baker, Produce Marketing Australia Passionfruit Consumer Research (2007) – Creative Dialogue PAI website www.passionfruitaustralia.com.au

             

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13.

Appendix

1. Nutrition Content Passionfruit is a natural sweet fruit with around 41% of the fruit being edible (pulp and seeds). The typical nutrient analysis of a raw purple skinned passionfruit is shown below8. Nutrient

Value per 100 g Proximates

Energy

304 KJ

Protein

3.0 G

Fat Sugars, total

0.3 G 5.7 G

Available Carbohydrate

5.7 G

Total Dietary Fibre

13.9 G Minerals

Calcium Iron Magnesium

10 MG 0.6 MG 28 MG

Potassium

200 MG

Sodium

19 MG

Zinc

0.8 MG Vitamins

Thiamin

0.03 MG

Riboflavin Niacin

0.14 MG 2.5 MG

Niacin derived Tryptophan or Protein Niacin Equivalents

from

0.5 MG 3.0 MG

Vitamin C

18 MG

Alpha Carotene Beta Carotene

410 UG 360 UG Lipids

Total Saturated Fatty Acids

0.0 G

Total Monounsaturated Fatty Acids

0.0 G

Total Polyunsaturated Fatty Acids Cholesterol

0.0 G 0 MG

Organic Acids Citric Acid Malic Acid

3.5 G 0.5 G

8 The Food Standards Database 2006, www.foodstandards.gov.au/consumerinformation/nuttab2006/onlineversionintroduction

32

2. Passionfruit Varieties Passnfruit Varieties

Variety Name

Sweeteheart

Misty Gem

Panama Red

Pandora

Description

Positives

Negatives

• Suited to warm, protected areas only. • Will not tolerate cold winds. • Outstanding disease resistance. • Dark purple fruit, even colour. • Size most fruit count 100 – 120 • Average weight – 78g • Average pulp content – 43% • Sugar - 15° - Brix • Acid (pH) – 3.3

- Dark attractive shiny fruit - Ideal fruit size - Good pulp content – juicy - Excellent flavour – highest scores in taste panel tests - High in sweetness – Brix - 15 - Tough skin – resists marking & shrivelling - Good shelf life - Highly resistant to Anthracnose and resistant to other fungus diseases - Good productivity - Good fruit to leaf ratio - pulp separates easily from skin

- Moderate cold tolerance - Prone to dropping a few fruit – uneven colour and shape, at the start and end of the cropping period. - Unproven in Nth Qld. - Low vine vigour in some areas.

• Most widely grown and popular purple variety. • Medium sized fruit with consistent high pulp content. • Good pest and disease resistance. • Appealing flavour. • Long shelf life. • Good cold tolerance. Best virus tolerance of existing varieties. • Performs well under wide range of temperatures. • Size – 100-140 count. • Average fruit weight – 82g. • Average pulp content – 47%. • Sugar – 13.7° Brix. • Acid (pH) – 3. • Suited to warm tropical areas only. • High vine vigour. • Heavy cropping. • Variation of fruit colours. • High variation in seedling plants. • Grafting is recommended to maintain uniform characteristics. • Susceptible to Fusarium Wilt if not grafted on resistant rootstock. • Susceptible to Alternata Spot, Brown Spot and Septoria Spot.

- Very adaptable to a wide range of growing conditions. - Ideal fruit size for most of the crop - 100-140 count. - Consistently high pulp content. - Good shelf life, low wastage and good value for buyers and consumers. - High general pest & disease resistance. - Resistant to Anthracnose. - Cold and heat tolerant. - Highly suitable for processing. - Least susceptible to sunburn of all varieties.

'- Fruit colour can vary at different stages of cropping pattern. - Fruit size varies with crop load. (Can be too small if vines are stressed). - Susceptible to Alternata Spot. - Long gaps between production peaks in one triallist area (Hartley, SE Qld).

- High productivity. - Tends to crop in early spring when production is light from the southern growing areas. - Best fruit in late Winter/early spring. - Very sweet large fruit.

(These largely relate to seedlings rather than grafted selections) - Variation of colours (skin and pulp). - Pulp content can vary widely through the year. - Poor shelf life, prone to fermenting and premature wrinkling. - Pulp detaches from skin in a pith ball. - Low disease tolerance. - Vine defoliates in cooler conditions.

• Selected in south-eastern Queensland • Large, heart-shaped Panama-type fruit • Very juicy—free juice on cutting • Tolerates a wide range of climatic conditions (tropics and subtropics, wet and dry) • True-to-type Pandora seedlings have shown similar resistance to Fusarium wilt as the DEEDI rootstock • Size: 45–90 count per 18 L carton • Average weight: 140–160 g (heaviest 220 g) • Average pulp content: 49% (February, May and July) • Sugar: 15–17° brix (February)

- High market acceptance - Suited to wide range of growing conditions - Will tolerate cooler conditions - High pulp and juice content - Very sweet flavour - High producer - Attractive orange colour of pulp - Virus tolerant

- Skin can be dull colour and variable from green to grey/purple/orange depending on weather conditions - Fruit and leaves susceptible to Septoria spot - Fruit may be too sweet for traditional customers - Fruit size may be too large for some consumers - May lack sweetness under prolonged cool conditions or when there is insufficient leaf cover - Can shed fruit under extreme heat conditions (38–40 °C) - Excessive vine growth may not suit pergola systems when grown for longer than 1 year

33

3. Creative execution options developed 3.1 Logo Options (to be further refined by industry) Demonstrate how easy it is to use Passionfruit as an everyday treat.

Make passionfruit fashionable again for Passionate food lovers.

Make a classic fruit sexy again to a younger audience, with a more light hearted tone of voice.

34

3.2 Point Of Sale Options (to be further refined by industry) Demonstrate how easy it is to use Passionfruit as an everyday treat.

Make passionfruit fashionable again for Passionate food lovers.

Make a classic fruit sexy again to a younger audience, with a more light hearted tone of voice.

35

3.3 Recipe Leaflet options (to be further refined by industry) Demonstrate how easy it is to use Passionfruit as an everyday treat.

Make passionfruit fashionable again for Passionate food lovers.

Make a classic fruit sexy again to a younger audience, with a more light hearted tone of voice.

36