Promotion

Promotion activities for fresh vegetables are overseen by the fresh vegetable promotions committee. This committee is made up of representatives from the Fresh Vegetable Product Group, the Potato Product Group, and Fresh Tomatoes Product Group.

Promotion activities undertaken by this committee are generic in that promotion is for fresh vegetables generally rather than being crop specific. The main promotion tool is the fresh vegetables website at www.vegetables.co.nz.

Generic vegetable promotion strategy

The promotion of vegetables in New Zealand is undertaken in a three tier manner. Planning ensures strategies are complimentary.

5+ A Day and Health Agencies

Generic fruit and vegetable - tends to be health focused

Eat more fruit and vegetables
5+ A Day the Colour Way

HortNZ Promotion vegetables.co.nz

Generic vegetable and category specific - primary focus on taste and inspiration

Recipe ideas
Storage tips
Nutrition
Preparation

Wholesalers, retailers and growers

Product specific - tends to be product/brand differentiation

Price
Packed on ice
Fresh to you daily

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Promotion Promotion activities for fresh vegetables are overseen by the fresh vegetable promotions committee. This committee is made up of representatives from the Fresh Vegetable Product Group, the Potato Product Group, and Fresh Tomatoes Product Group. Promotion activities undertaken by this committee are generic in that promotion is for fresh vegetables generally rather than being crop specific. The main promotion tool is the fresh vegetables website at www.vegetables.co.nz. Generic vegetable promotion strategy The promotion of vegetables in New Zealand is undertaken in a three tier manner. Planning ensures strategies are complimentary. 5+ A Day and Health Agencies Generic fruit and vegetable - tends to be health focused Eat more fruit and vegetables 5+ A Day the Colour Way HortNZ Promotion vegetables.co.nz Generic vegetable and category specific - primary focus on taste and inspiration Recipe ideas Storage tips Nutrition Preparation Wholesalers, retailers and growers Product specific - tends to be product/brand differentiation Price Packed on ice Fresh to you daily	Priorities There are four key areas that the generic vegetable 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 of resources and mailouts, and presentations at forums, conferences etc. Groups that are targeted include food writers and the food service industry – including polytechs, health professionals, and food teachers. Recipe and Idea Swap Work with media to ensure that the taste of vegetables is highlighted, helping to inspire consumption. Industry Supporting 5+ A Day and other industry groups. vegetables.co.nz aims to be the key point of contact for high quality resources and information on all New Zealand grown fresh vegetables.

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