Industry hails damaged fruit campaign

The Goulburn Valley, which produces 90 per cent of Australia’s pears, was hit by an isolated and intense hailstorm on October 11.

Fruit Growers Victoria estimated 65pc of pear and 47pc of apple fruitlets were damaged in the storm.

Canning apricots and plums also took a hit.

Apple and Pear Australia Limited (APAL) have kicked off a campaign called Hailstone Heroes to market the fruit, the bulk of which will not be classed as category-one due to dents, scratches and marks.

“It’s about celebrating the surviving pears and personalising their scars,” said APAL market development manager Olivia Tate.

“Our objective is to get the best return for growers possible and that means educating consumers to be more acceptable of fruit that isn’t pristine or perfect.”

The campaign will include point of sale material at supermarkets and green grocers as well as advertisements in print and online.

Preparations are now underway but consumers won’t see the marketing material until the fruit hits the shelves next April.

“Right now we’re having conversations with retailers to see if they can broaden their product specifications and so far they’ve been receptive and understanding about the cause.

“We’re not sure how scarred the fruit will be until it’s developed so we’re keeping the campaign flexible.”

It’s not the first time retailers have hopped on board such a campaign, Ms Tate said.

“Not too long ago the Goulburn Valley pear crop suffered frost damage which slightly discoloured the underside of the fruit. We ran a campaign called Touched by Nature

which retailed supported to help growers move the fruit,” she said.

“Australians really respond to humour in adversity.”

The campaign will fit within the confines of the APAL’s existing marketing budget for 2015/16.