The taskforce is made up of growers, wholesalers and vertically integrated businesses which currently includes Perfection Fresh Australia; N&A Group; We Pack; Seven Fields and Manbulloo.
The taskforce long term objective is to raise consumer awareness of the superior flavour of the Kensington Pride mango via marketing and to drive sales for retailers, wholesalers and growers.
"In future years we hope to build websites, run competitions, expand sampling and marketing activities, start promoting earlier in season, improve sales and returns and work collaboratively with industry," the taskfroce said in a release.
The Kensington Pride Marketing Taskforce represents a collective and substantial volume of mango production and sales, with an estimated volume of approximately 1.5 million trays per annum. This volume represents over 20% of industry production (1.5 of 7 million trays).
The taskforce is employing Cassia Ferguson to drive the initiative, and all members have an equal voice in steering the projects.
The taskforce is contributing voluntary funds, to get the initiative off the ground and these funds have been matched by Australian Mango Industry Association (AMIA).
Current initiatives will see 100 in-store sampling sessions, across Brisbane, Sydney and Melbourne occurring from mid November right through December, in supermarkets and independent retailers.
The branding has been used on fruit labels, uniforms, impulse buy display units, in-store sampling counters and the flyers.
