High-end Aussie cherries sell out in Vietnam, Malaysia

Cherry gifts: Vietnamese consumers give Australian cherries their approval. Photo by Hort Innovation

About 4000 luxury, ribbon-handled gift boxes containing premium Australian cherries have been used to test the appetite for high-end fruit in Vietnam and Malaysia.

The gift boxes were timed to sell in the lead-up to the Lunar New Year peak season.

Hort Innovation head of trade Brei Montgomery said the aim of the luxury cherry campaign was to educate importers, retail partners and, most importantly, consumers on the premium nature of Australian cherries.

“By all accounts, the cherry displays we had in place in major retail outlets across Vietnam and Malaysia were attracting large crowds,” Ms Montgomery said.

“All the boxes sold out and our importer partners have requested that we supply a larger number next season.”

A shopper at Malaysian supermarket Village Grocer, Triptpal Kaur, said he was delighted with this season’s Australian cherry offering.

“Australian cherries are one of my favourite fruits and each year I always buy them for my clients as a Chinese New Year gift,” Mr Kaur said.

The gift boxes were an inaugural advertising effort between Taste Australia, Hort Innovation, AUSTRADE and five leading South-East Asian importers.