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
There are four key areas that the generic vegetable promotion strategy addresses. These are:
Where www.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.
Generic fruit and vegetables: tends to be health focused social marketing, promoting the health benefits from eating more fruit and vegetables.
Product specific and tends to have product/brand differentiation promoting: price, packed on ice and fresh to you daily.