MARKETING

Since 1988 Natures Fruit Company has been the first name for avocados.

Why? Because we are a company run by growers for growers and we are the leading marketer of Avocados in Australia.

When you are clamoring for the rich, delicious flavor of premium avocados, we make sure you have what you want at your local store, with growers stretching from the Atherton Tablelands in Far North Queensland to the south western region of Western Australia.

Positioning

As a leading marketer of Avocados in the Australian domestic market it is important that our Company projects a strong identity to support and strengthen our positioning.

Our visual identification has been designed to project a highly recognisable cohesive identity to underpin our total marketing effort and contribute towards the development of a favourable corporate image.

Our identity is regarded as a strategic asset. 

Product

The Company's Marketing Strategy is predicated on a Product Differentiation Policy. This Policy is based on a quality platform and relies on consistently applied grade standards to rank product quality and presentation.

Individual product brand names distinctively identify and help to differentiate each of the grade standards. Each brand carries a stylised variation of our corporate logo. This clearly conveys Natures Fruit Company origin yet allows each brand to retain its own identity.

Examples of Natures Fruit Company brands are:

• Natures Reserve.
• Natures Choice.

Distribution

The changing market environment during the 1990's has resulted in fewer buyers and fewer sellers. The increasing influence of the supermarket chains in the distribution of fresh produce has challenged sellers to have a capability of supplying long lines of consistent quality fruit. With each supermarket chain determining its own fruit quality standard, a 'Brands for Channels' strategy has been introduced. This approach provides our customers with their preferred quality packaged in their own Natures Fruit Company brand. 
This approach helps to avoid conflict between distribution channels, ie. between each supermarket chain and within the general market.

Pricing

Optimum price points are facilitated through: 

• Our reliability as a supplier of long lines of consistent quality fruit meeting our customers' requirements;
• Exclusive brands helping to avoid direct price comparisons between channels; and
• Influencing the supply/demand balance.

Promotion

In order to maintain or restore the supply/demand balance our Company proactively engages in promotional support activity for our brands. This is conducted on a national scale targeting those chains/states where both a short and medium term benefit can be gained.