Aussie Orange Farmer Fightback Campaign Launched
11-Jul-2011
Aussie Orange Week pays off in sales and visibility
The results are in: The Aussie Orange Week promotion in August drove higher retail sales of oranges, ongoing improvements in retail display, and unprecedented visibility of the challenges facing Australian growers.
More than 10,000 oranges were distributed by over 50 orange growers who converged on Brisbane, Sydney, Melbourne, Adelaide and Perth on August 16 to publicise Aussie Orange Week. Their objective was to urge Australians to buy oranges and support growers after this season’s exports were affected due to the high Australian dollar.
A spokesperson for a major Australian retailer said pre-packed orange sales “…performed very well and are continuing strong growth” over the weeks following the promotion.
Aussie Orange Week also generated media coverage across 135 radio and TV stations and 30 print and online news outlets – giving the industry a visibility it had never before enjoyed. The most recent coverage generated by the campaign appeared in a well-balanced story on the ABC television’s reputable Landline program. You can view the story on the ABC’s web site by clicking here
Farmer Fightback is on!
Australian orange growers have had a bumper season, after many years of drought. Now the very high Australian dollar and cheaper fruit from Chile and South Africa in the global export market has led to Australian navel oranges that otherwise would have been exported being left on the trees or sold into an oversupplied domestic market – below cost of production.
There is a plentiful supply of sweet, juicy navel oranges – so many that the industry is having trouble selling them all, despite their quality.
That’s why Citrus Australia has launched the Aussie Orange Farmer Fightback – to ask consumers to help Aussie growers and themselves by buying lots of sweet, healthy oranges at prices that easily fit the family budget.
Listen to Citrus Australia CEO Judith Damiani promote Aussie oranges in Woolworths Fresh Market Update here
This is in addition to one of our largest national orange promotion programs ever – see www.oranges.com.au
Aussie Orange Week
Check out Citrus Australia staff member Nathan Hancock (below), who was one of the many volunteers helping to hand out over 10,000 oranges in capital cities around the country. Oranges were eagerly snapped up by hungry pedestrians, giving Australian consumers a sweet sample of our fantastic tasting, quality oranges and encouraging them to get behind our Aussie citrus growers. Refer to our latest photo gallery for more happy snaps of our Aussie Orange Week promotions.
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Media Snippets
- Click here for recent television media - ABC news
- Click here for recent radio media - Adelaide radio
Media Releases
Campaign Supporters:
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Melbourne Citrus Committee |
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Aussie Farmers Direct Orange Promotion |
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Media Coverage:
Radio
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5AA |
(Adelaide) |
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Zinc 102.7 |
(Cairns) |
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i98 FM |
(Wollongong) |
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96.5 Wave FM |
(Wollongong) |
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ABC 891 Adelaide |
(Adelaide) |
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ABC Renmark |
(Renmark) |
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3AW |
(Melbourne) |
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3BA FM |
(Ballarat) |
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Star FM |
(Dubbo) |
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ABC Country Hour |
(all Victoria) |
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ABC Mildura Swan Hill |
(Mildura) |
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ABC Ballarat |
(Ballarat) |
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4BC |
(Brisbane) |
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Hot FM 91.1 |
(Sunshine Coast) |
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666 ABC Canberra |
(Canberra) |
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2UE |
(Sydney) – Also syndicated to 14 other stations |
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ABC Radio National |
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ABC 702 Sydney |
(Sydney) |
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ABC Central West |
(Orange) |
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ABC Riverina |
(Wagga Wagga) |
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ABC Central Coast |
(Erina) |
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2NM |
(Muswellbrook) |
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ABC New England North West |
(Tamworth) |
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ABC South Coast WA |
(Albany) |
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ABC Bunbury |
(Bunbury) |
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6PR Perth |
(Perth) |
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ABC Darwin |
(Darwin) |
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ABC Tropical North |
(Mackay) |
Television
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Channel 7 Today Tonight |
(National) |
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WIN TV Bendigo |
(Bendigo) |
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WIN TV Mildura WIN TV |
(Mildura) (Mt Gambier) |
Print & Online
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Advertiser |
(Adelaide) |
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Ballarat Courier |
(Vic) |
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Narooma News |
(NSW) |
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Bendigo Advertiser |
(Vic) |
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Queensland Country Life |
(Qld) |
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Rural Weekly |
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Central Coast Express Advocate |
(NSW) |
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Hervey Bay Observer |
(Qld) |
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Area News |
(Griffith) |
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Queensland Country Life |
(state wide) |
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Gladstone Observer |
(Gladstone) |
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Daily News |
(Tweed Heads) |
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Queensland Times |
(Ipswich) |
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Murray Pioneer |
(Renmark) |
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Loxton News |
(Loxton) |
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Daily Telegraph |
(Sydney) |
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Courier Mail |
(Brisbane) |
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Sunraysia Daily |
(Mildura) |
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Toowoomba Chronicle |
(Toowoomba) |
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The West Australian |
(Perth) |
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The Land |
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ABC Online |
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