Fresh Tomato Promotion

Promotion activities for fresh tomatoes are overseen by the Joint Fresh Vegetable Product Groups’ Promotions Committee. This committee is made up of representatives from the Fresh Vegetable, Potato and Fresh Tomato Product Groups.

The promotion activities undertaken are generic; i.e. the promotion is for fresh vegetables generally rather than being crop specific. The main promotion tool is via a website: www.vegetables.co.nz

Priorities

There are four key areas that the generic vegetable promotion strategy addresses. These are:

• Policy Issues: To keep up-to-date and remain as proactive as possible with government and health groups to ensure that vegetables are well represented.
• Inspiring and Motivating Key Influencers: This involves the production and mailouts of resources and presentations at forums, conferences etc. Groups that are targeted include food writers and the food service industry – including polytechnics, health professionals, and food teachers.
• Recipes and Ideas: Working with the media to ensure that the taste of vegetables is highlighted, helping to inspire consumption.
• Industry: Supporting 5+ A Day and other industry group activities.

www.vegetables.co.nz aims to be the key point of contact for high quality resources and information on all New Zealand grown fresh vegetables. For a detailed activity planner click here.

HortNZ Fresh Vegetables Promotion

Where vegetables.co.nz fits with other groups promoting vegetables is supporting and enhancing all vegetable promotion and working together to increase consumption. www.vegetables.co.nz has identified the gaps and developed strategies to support and enhance the actions of other groups.

It is generic vegetable and category specific with a primary focus on taste and inspiration: e.g.

• Recipe ideas
• Storage tips
• Nutrition
• Preparation
• Issues relevant to specific crops

5+ A Day and Health Agencies

Generic fruit and vegetables: tends to be health focused social marketing, promoting the health benefits from eating more fruit and vegetables.

Wholesalers, retailers and growers

Product specific and tends to have product/brand differentiation promoting: price, packed on ice and fresh to you daily.