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Banana: New Banana Program Leaps Ahead
Banana: New Banana Program Leaps Ahead
These projects have been funded by HAL using the banana levy and/ or voluntary contributions from industry with matched funding from the Australian Government for all R&D activity.
... continued from page 1 future investments in priority areas, for example: a national plant protection program, to be implemented in 2010/11, to address priority plant protection needs a national communication plan and program implemented in July 2010 an environmental audit and a draft strategy to enhance the environmental integrity of the industry a benchmarking program to identify areas for business improvement a project to identify potential new varieties that may help grow the banana category through diversification. The new marketing program commenced in July 2009 and has already made significant progress towards making bananas Australias number one snack of choice by 2015. The program aims to position bananas as a credible alternative to processed energy snacks for an important new target audience 18 to 39 year-olds with no kids who are consuming fewer bananas than other demographic groups. Results indicate that the first phase of the program, which included the release of a new television commercial and sponsorship of So You Think You Can Dance, has been successful in shifting consumer attitudes towards bananas as a snack of choice. Banana production during 2009/10 continued to be high, reflected by total levy income which reached $5,261,588. Total program expenditure for 2009/10 was $4,709,305 with $3,153,606 invested in promotion activities and $1,55,699 in research and development projects. This annual report provides a summary of the main project activities undertaken during 2009/10. More detail can be obtained through the contacts listed at the end of each summary.
For more information contact: John Tyas, HAL Industry Services Manager T 07 3210 1800 E john.tyas@horticulture.com.au
Online marketing
Other web-based marketing activity also delivered pleasing results. Online advertising on music festival site Moshtix, for example, generated an interaction rate of 24.25 per cent, which is well above the industry average of 8.6 per cent. Incredibly, the Australian Bananas Facebook page now has over 12,000 fans, making it one of the most popular pages in the country. This gives the industry a direct online link with an engaged audience who love bananas. Moving forward, this new channel to market will be harnessed to drive the brand message and reinforce the many benefits of Australian Bananas.
Public Relations
A major PR campaign was also launched in response to Wrigleys chewing gum, which in its advertising suggested bananas cause tooth decay. The sustained campaign over a number of weeks attracted the attention of major media outlets across the country leading to Wrigleys agreeing to drop the reference to bananas in its advertising. From growers to retailers, for years the industry has devoted significant resources to communicate the wonderful health and nutritional benefits of bananas. The banana industry was determined to not have a confectionery company denigrating bananas when it is one of the healthiest snacks and a 100 per cent natural food. In time with this drive, the Australian Banana Growers Council and HAL ensured the media ran many stories on the positive health benefits of bananas, providing a PR boost to the health message.
Television advertising will still be used as a core tool to reinforce the new positioning and to continually place bananas on the consumers snacking consideration list. Branching out from this will be the introduction of more outdoor poster sites and internet advertising to deliver the message at the locations and times the primary audience is planning to snack. This activity will be the key to driving the behaviour change that will deliver more banana sales. Large billboard posters will be placed in close proximity to convenience stores to encourage both pedestrians and drivers to consider a banana instead of a processed energy snack. These billboard sites will be supported by the extensive use of posters on the backs of buses in major metropolitan markets.
Market research
Initial tracking research is also showing encouraging signs of a shift in consumer attitudes as a result of the campaign. Even before the new campaign got into full swing, 37 per cent of people said they had seen bananas advertised up from 21 per cent a year earlier. In the same survey, 76 per cent of people said they were very likely to buy bananas in the next 4 weeks up from 71 per cent a year earlier. Sales data in March 2010 showed the number of people who bought bananas was up from 74 per to 75.8 per cent compared to same period last year. Perhaps the most significant research result so far is the fact that 44 per cent of people rate bananas as their preferred energy snack, which is up from 38 per cent six months earlier. It appears that attitudes about bananas are already starting to change. As we look toward the next stage of the campaign the focus will be on capitalising on this shift in attitude to deliver significant changes in behaviour.
The campaign will also place digital advertising messages on 1,228 screens in lifts in 234 large CBD buildings, reaching over 1.4 million people per month. These messages will be time-targeted to reach office workers as they head out of the office to grab a snack. Finally, building on the success of the current online campaign, digital communication will expand into more websites that are used by 18 to 39 yearolds while they snack at their desk during the day sites like Ninemsn, Yahoo and Facebook. An entirely new online creative campaign is currently being developed, which will see even more people interacting with the brand and even more people enjoying Australian bananas as Australias number one snack of choice.
Project BA09500 For more information contact: David Chenu, HAL General Manager Marketing T 02 8295 2300 E david.chenu@horticulture.com.au
Further activities
The second phase of the campaign commenced in the second half of the 2010 calendar year with a media plan to build on the platform that has already been laid.
A second type of G. musae, found in isolated pockets of Australia, does not infect Cavendish cultivars. It causes fewer symptoms and affects only sugar and cooking banana varieties. To protect the Australian industry from the more virulent, Cavendish-infecting type strain, researchers are working to develop diagnostic tools that will rapidly distinguish between the endemic and the exotic strains.
During 2009/10 good progress has been made in identifying why Cavendish varieties overseas are susceptible to G. musae. A study of sequence diversity of conserved genes for nearly 40 endemic and exotic pathogen isolates is underway and some interesting population groups are emerging. Electron microscopy is being used to study the pathogens infection process and to understand why the Australian isolates do not infect Cavendish bananas. Collaboration with international experts in fungal taxonomy is planned to investigate whether any morphological differences can be found.
Project BA06007 For more information contact: Andre Drenth, The University of Queensland T 07 3201 1762 E drentha@deedi.qld.gov.au
Preliminary work on using beneficial bacteria to inoculate tissue-cultured plants at nursery stage shows promise. Results indicate significant increases in growth of inoculated plants compared to non-inoculated plants, both grown with reduced fertiliser applications. Progress has also been made in investigating the benefits of silicon to improve production and plant health. Work in this project supports long term strategies for preparedness against the threat of additional imported bananas and potential impacts to production from tropical race 4 Fusarium wilt, as well as the need to develop sustainable production practices that are cost effective while reducing environmental impact.
Project BA07001 For more information contact: Sharon Hamill, Agri-Science Queensland T 07 5453 5942 E sharon.hamill@deedi.qld.gov.au
Although not conclusive, research from the first harvest of plants in the trial indicated an accelerated growth cycle for plants grown under protective nets, compared to those grown without protection. From planting in February 2009, plants with protection were first harvested in March 2010. Harvesting of fruit from plants grown outside netting began in April 2010. Preliminary data indicates that bunches grown under netting are, on average, 25 per cent heavier than those grown outside, and the quality of fruit grown under netting appears to be superior. In conjunction with the net trials, the project is also testing different planting densities in crops without protection to identify optimal plant densities for yield and quality in this environment. The next part of the project is to conduct a benchmarking study with growers in the Carnarvon district to obtain a snapshot of current production practices and business performance. The experimental work is scheduled to continue until 2013.
Project BA08003 For more information contact: Dr Chris Schelfhout, DAFWA T 0447 972 839 E chris.schelfhout@agric.wa.gov.au
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Nine facts sheets have been produced to provide an up-to-date summary of information on a range of issues, and these have been distributed via the newsletter. Issues addressed include Panama disease, flying fox control measures, nutrition and managing climate change. The subtropical section of the ABGC website has been developed to promote field days and generate publicity around events or issues of concern to subtropical growers. The communications project officer has also helped to organise and promote two marketing workshops held on the east coast in May 2010, to develop marketing plans for the subtropical sector. The results of a grower survey are being analysed and will provide a measure of value on the various communication tools that have been used. The analysis will be included in the final project report.
Project BA08013 For more information contact: Neville Sloss, Green PR T 02 6687 8939 E neville@greenpr.com.au
THESUBTROPICS BANANANEWS
Editorial
It is hard to believe that 2009 is coming to an end and soon we will be writing 10 on our cheques, if we still write them! Electronic banking is rapidly replacing the need for cheques, there are literally millions of mobile phones in use in Australia every day, and people are under all sorts of different modern pressures in their lives. It is interesting then, that an increasing number of people in capital cities and regional centres are going back to the old ways when it comes to food and produce. From my observations the organic push is clearly happening here and is a market niche that offers opportunities for growers in Australia. Sure it is not for everyone, nor is it likely that the majority of consumers will want organic, but those who do, they are willing to pay a premium and a better return results for growers. The Marketing Review said a key short term possibility for subtropical growers was expanding into the premium independent food and produce retailers. Growing organic could be one alternative for some subtropical growers to grow your businesses? Have a safe and happy festive season!
News for the sub tropical banana industry. Edition 5, December 2009/January 2010
this issue
Around the regions p.3 A committment to organics p.4 Sweet success in WA p.7 Australian Bananas promotion p.8
Who are these young people and what are they doing? Turn to page 8 for the answer.
Grower story: Dave and Rodney Atwal from Dunbible, on the far north coast of NSW
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Governance training
Undertaking the governance training provided an educational program for directors and committee members on corporate governance specific to the not-for-profit sector. The course was conducted in Cairns in conjunction with Board, IAC and sub-committee meetings held during the first week of August 2009. The course provided the directors and committee members with an understanding of: the duties and responsibilities of directors the role of the regulatory authorities in the not-for-profit sector the potential personal liability of directors and members comparing the role of directors and members in not-for-profit organisations with the commercial sector the major elements of financial statements a directors duties with regard to a companys financial statements and financial reports the use of financial data in analysing simple financial ratios how to evaluate solvency the Board or councils role in improving financial performance.
Project BA09016 For more information contact: Jann Bonsall, ABGC T 07 3278 4786 E jann@abgc.org.au
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Biosecurity
Protect Australias community, primary industries and environment from biosecurity threats.
Innovation Skills
Improve the skills to undertake research and apply its findings.
Technology
Promote the development of new and existing technologies.
Banana 2010
Technology (7.5%) Innovation Skills (19.8%) Productivity and Adding Value (31.0%)
Consultation funding
Consultation funding is paid by HAL to cover costs for IAC meetings, annual levy payers meetings and costs within the partnership agreement between HAL and the member industry that are specified as consultation, for example R&D program consultation. In 2009/10 $128,039 of consultation funding was budgeted to be provided to the Australian Banana Growers Council.
In 2009/10 the Australian Banana Growers Council acted as the service provider on seven projects. Full details can be found on pages 18 and 19 of this report.
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Objective 1: To enhance the efficiency, transparency, responsiveness and integrity of the supply chain AH07033 AH09009 Incident response protocol development and training for horticulture Food security discussion paper Levy Levy 21 Apr 08 1 Apr 10 30 Sep 09 28 May 10 Control Risks Horticulture Australia Limited Horticulture Australia Limited Horticulture Australia Limited Stephen Winter & Associates Pty Ltd Horticulture Australia Limited Horticulture Australia Limited Stephen Winter & Associates Pty Ltd Kalang Consultants Horticulture Australia Limited Horticulture Australia Limited Stephen Winter & Associates Pty Ltd Kalang Consultants Julian Heath 02 9279 0099 Richard Bennett 03 5825 3753 Chris Rowley 02 8901 0329 Natalie Weigand 02 8295 2300 Stephen Winter 03 9832 0787 Kim James 08 6389 1407 Richard Bennett 03 5825 3753 Stephen Winter 03 9832 0787 Rob Duthie 02 6286 7151 Wayne Prowse 02 8295 2300 Chris Rowley 02 8901 0329 Stephen Winter 03 9832 0787 Rob Duthie 02 6286 7151 Kevin Bodnaruk 02 9499 3833 Lyndall Miller 02 8295 2300 Dr Ravi Hegde 02 8295 2300 Nick Langley 02 6201 2882 Kevin Bodnaruk 02 9499 3833 Lyndall Miller 02 8295 2300 Lyndall Miller 02 8295 2300 Dr Isabel Faeth 03 9659 8300 Peter Dal Santo 03 5439 5916 Richard Bennett 03 5825 3753
Objective 2: Maximise the health benefits of horticulture products AH07006 AH07007 Promoting the health advantage of fruit and vegetable to increase their consumption Horticulture Wellbeing Initiative Levy Levy 1 Jul 07 27 Jun 08 30 Jun 10 31 Jul 09
Objective 3: Position horticulture to compete in a globalised environment AH07002 AH07003 AH09012 AH09018 AH09019 AH09021 AH09023 AH09026 HG08061 HAL market access coordination Market access support program (follows project AH05034) Codex participation 2009/10 Office of Horticulture Market Access National Director Office of Horticulture Market Access technical (SPS and Research and Development) manager Office of Horticulture Market Access operations support Health and well-being in horticulture Productivity Commission study on bilateral and regional trade agreements Market access R&D support service Levy Levy Levy Levy Levy Levy Levy Levy Levy 1 Jul 07 30 Jun 08 1 Oct 09 1 Apr 10 1 Oct 09 1 Sep 09 1 Nov 09 8 Feb 10 1 Jul 08 1 Oct 09 1 Oct 09 28 May 10 28 Feb 12 30 Sep 10 31 Dec 11 1 Nov 10 31 Mar 10 1 Oct 09
Objective 4: Achieve long term viability and sustainability for Australian horticulture AH04007 AH08003 AH08014 AH08019 AH09003 AH09005 AH09014 AH09029 MT07029 MT09043 Pesticide regulation coordinator Analysis of horticultures carbon footprint Horticulture industry consultation on Award modernisation Access to the invasive species compendium for the Australian horticultural industry Plant protection: regulatory support and co-ordination Horticulture Water Initiative 2009/10 program Across-industry climate research, development and extension (RD&E) activities Horticulture balanced scorecard economic assessment Managing pesticide access in horticulture Enhancing confidence in product integrity in domestic and export markets Levy Levy Levy Levy Levy Levy Levy Levy Levy Levy/ VC 5 Jul 04 20 Feb 09 17 Nov 08 1 May 09 1 Jul 09 1 Sep 09 13 Apr 10 16 Apr 10 1 Jul 07 30 Sep 10 31 Jul 09 23 Oct 09 30 Nov 09 31 May 10 30 May 14 30 Jun 10 31 Mar 11 12 May 10 30 Jun 10 31 May 11 AKC Consulting Pty Ltd Horticulture Australia Limited Horticulture Australia Limited CRC for National Plant Biosecurity AKC Consulting Pty Ltd Horticulture Australia Limited Horticulture Australia Limited Access Economics Pty Ltd AgAware Consulting Pty Ltd Horticulture Australia Limited
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Facilitating the development of the Queensland banana industry Australian Banana Growers Communication Program Strengthening disease detection, diagnosis and surveillance Strategic banana tissue culture research, industry development and biosecurity activities Growing subtropical bananas for quality and yield Minor use permits for the banana industry Demonstrating the benefits of early establishment of tissue culture plants to the NSW banana industry Banana wholesale market report Subtropical banana industry communications Banana industry strategic plan: 20092014 National banana bunchy top virus management phase 1 Economic modeling for the banana industry strategic plan A review and update of the Quality Banana Approved Nursery (QBAN) compliance scheme Eighth Australian Banana Industry Congress Developing a national banana plant protection program Market development for the subtropical banana industry Governance training Development of the National Communications Plan Banana industry supply chain analysis Commercial feasibility of banana waste utilisation in the processed food industry Investigating alternative banana distribution channels Banana retail price surveys Banana enterprise performance comparison Building competitive banana production systems for a sustainable future
Growcom Australian Banana Growers Council Inc The University of Queensland Agri-Science Queensland
Alex Livingstone 07 3620 3844 Jonathan Eccles 07 3278 4786 Andre Drenth 07 3201 1762 Sharon Hamill 07 5453 5942 Dr Chris Schelfhout 0447 972 839 Brad Wells 02 8295 2300 Peter Newley 02 6650 3111 Trevor Brewer 07 3379 4576 Neville Sloss 02 6687 8939 Dr Richard Price 0409 624 297 Jonathan Eccles 07 3278 4786 Derek Quirke 02 6245 7800 Tundra Howe 03 6423 6008 Jonathan Eccles 07 3278 4786 Jonathan Eccles 07 3278 4786 Brian Ramsay 02 6140 3900 Jann Bonsall 07 3278 4786 Brian Ramsay 02 6140 3900 Shane Comiskey 0408 135 043 Dr Roger Stanley 0434 565 167 Martin Kneebone 03 9818 1588 Joanna Embry 0448 113 007 Shane Comiskey 0408 135 043 Stewart Lindsay 07 4064 1130
BA08003
1 Sep 08
30 Nov 13
Department of Agriculture & Food Western Australia Horticulture Australia Limited Industry & Investment NSW Ausmarket Consultants Green PR Kiri-Ganai Research Australian Banana Growers Council Inc Centre for International Economics Tasmanian Quality Assured Australia Australian Banana Growers Council Inc Australian Banana Growers Council Inc Inovact Consulting Australian Banana Growers Council Inc Inovact Consulting CDI Pinnacle Management Pty Ltd Agri-Science Queensland Freshlogic Pty Ltd Avocados Australia Limited CDI Pinnacle Management Pty Ltd Agri-Science Queensland
BA08005 BA08010
1 Aug 08 1 Oct 08
31 May 10 31 Aug 10
BA08011 BA08013 BA08018 BA08020 BA08024 BA08026 BA08027 BA08030 BA08033 BA09016 BA09017 BA09023 BA09025 BA09034 BA09036 BA09037 BA09038
Levy Levy Levy Levy Levy Levy VC Levy Levy Levy Levy Levy Levy Levy Levy Levy Levy
25 May 09 16 Feb 09 27 Oct 08 30 Apr 09 1 Nov 08 16 Apr 09 6 Apr 09 30 Apr 09 31 Mar 09 17 Jul 09 21 Aug 09 2 Nov 09 1 Sep 09 1 Oct 09 1 Oct 09 1 Oct 09 13 Sep 10
31 May 11 1 Jul 10 3 Jul 09 31 May 12 7 Sep 09 30 Nov 09 28 Sep 09 31 Aug 10 30 Sep 09 31 May 10 1 Feb 10 31 Aug 10 31 Aug 10 1 Aug 10 31 Aug 10 31 Aug 10 10 Dec 13
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Project No.
Project title
Levy or VC
Project start
Project completion
Organisation
Contact
New and alternative banana varieties designed to increase market growth Assessment of Australian banana industry global competitiveness Nutrient analysis of the banana July 09 Yellow Sigatoka surveillance Analyses of the effect of silicon on Fusarium wilt on banana Establishing a strategy for improving the environmental integrity of the Australian banana industry Domestic marketing plan Banana Partnership Agreement 200912 Development of an International Standard for Mobile Elevating Work Platforms (MEWPs) used in orchards Data collection program Consumer tracking study
Agri-Science Queensland Inovact Consulting Nutrition Impact Pty Ltd Australian Banana Growers Council Inc The University of Queensland Tasmanian Quality Assured Inc Horticulture Australia Limited Australian Banana Growers Council Inc Keith Batten & Associates
Jeff Daniells 07 4064 1129 Brian Ramsay 02 6140 3900 Glenn Cardwell 08 9367 3556 Jonathan Eccles 07 3278 4786 Dr Elizabeth Aitken 07 3365 4775 Amy Russell 0400 160 442 David Chenu 02 8295 2300 Jonathan Eccles 07 3278 4786 Keith Batten 0418 738 969 Wayne Prowse 02 8295 2300 Steve Sheppard 02 8399 3850
MT08015 MT08060
15 Sep 08 1 Dec 08
30 Jun 10 1 Dec 11
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Funds available 1 July 2009 INCOME Levies Received Commonwealth Contributions Other Income Total Income Budget Variance to Budget PROGRAM INVESTMENT Levy Programs Service Delivery Programs by HAL Across Industry Funding Levy Collection Costs Total Investment Budget Variance to Budget Annual Surplus/Deficit Closing Balance 30 June 2010
1,111,401
661,614
1,773,015
3,590,260
1,671,328 895,149
3,153,606 475,564
John Tyas Industry Services Manager Horticulture Australia Limited (HAL) PO Box 12996 George Street QLD 4003 T 07 3394 8220 E john.tyas@horticulture.com.au
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Horticulture Australia Limited (HAL) Level 7, 179 Elizabeth Street Sydney NSW 2000 T 02 8295 2300 F 02 8295 2399 www.horticulture.com.au