Australia’s dried grape industry has launched a new brand, Australian Sultanas, as part of its strategy to grow product awareness and increase export sales.
A collaboration between Dried Fruits Australia (DFA), Sunbeam Foods and Australian Premium Dried Fruits (APDF), the brand will be used to promote the nutritional benefits, taste and quality of Australian dried grapes.
It was unveiled in April at Food and Hotel Vietnam, a three-day international trade fair in Ho Chi Minh City.
DFA Chairman Mark King said it was the first time the industry had collaborated to promote Australian sultanas, currants, raisins and Sunmuscat to its export markets.
“More than 5,000 tonnes of Australian dried grapes were exported in 2018, and this new collaborative marketing strategy aims to increase the volume to 10,000 tonnes in the next five years,” Mr King said.
“Australia has the best quality dried grapes in the world, and with a projected upward trend in terms of production, it’s an ideal time to push into new markets and explore innovative opportunities in our traditional Asian and European markets.
“The new branding was developed to appeal to these markets and will be an important tool in promoting Australian dried grapes.”
“Mr King said the Australian Sultanas brand would also be used at trade shows in China and Germany this year.
“Next week, representatives from DFA, Sunbeam and APDF will share a stand at Asia’s largest food innovation exhibition, SIAL Shanghai, and again at Anuga Germany in October,” he said.
“Anuga is the biggest trade fair in the world, so it will be a prime opportunity to showcase our products to a wide range of consumers.”
Thomas Cheung from Sunbeam Foods, Mark King and Anne Mansell from Dried Fruits Australia, and Craig Greenwood and Zak Arapovic from Australian Premium Dried Fruits at Food and Hotel Asia.