Market Development
Thaifex-Anuga Fine Food Fair , Bangkok , May 2024
The Australian almond industry exhibited at the 2024 Thaifex- Anuga Fine Food Fair in Bangkok , held from May 28 to June 1 . The event provided an excellent platform to engage with existing customers and potential new clients from Thailand and other key markets across the region , including Malaysia , Indonesia , China , and India .
A highlight of the 2024 Australian Almonds Thaifex program was the sponsorship of the Thaifex Chefs Challenge , specifically the ‘ Asian Curry Challenge .’ Over the course of five days , 30 senior and 30 junior chefs created unique versions of an Asian curry , incorporating almonds as a key ingredient . Participants were encouraged to integrate almonds into the curry paste itself , rather than just using them as a garnish .
Additionally , the Australian almond stand featured a cooking demonstration by a renowned chef , which attracted significant interest . As always , product sampling was warmly received by attendees . Participation in the Thaifex Chefs Challenge also facilitated meetings with the heads of the Thailand , Malaysian , and Indonesian Culinary Associations , further strengthening relationships within the region .
DOMESTIC MARKETING
National Heart Week , May 2024
On May 9 , 2024 , during National Heart Week , a healthfocused activation took place at Melbourne ’ s Flinders Street Station . A total of 3,000 almond snack tins were distributed from a branded cart , aimed at raising awareness about the health benefits of almonds , encouraging daily consumption among commuters , and promoting sustainable snacking with reusable containers . The campaign successfully resonated with the public , emphasising the health benefits of a daily handful of almonds and the convenience of using reusable heart tins for eco-friendly snacking .
Gather Round Festival Activation , April 2024
After securing necessary approvals through extensive collaboration with a Melbourne-based agency , a successful sampling event was conducted during the “ Gather Round ” festival in Adelaide . Positioned strategically at the intersection of North Terrace and King William Road during an Adelaide Crows game , the event distributed 2,000 ‘ footy tins ’ of Australian almonds . The positive consumer reaction underscored the demand for healthy , convenient snacks , with many attendees expressing appreciation for the product ’ s health benefits and taste . This activation not only maximised exposure during peak pedestrian traffic times but also reinforced the brand ’ s association with health and fitness , setting a positive precedent for future engagements .
ANNUAL REPORT 2023-2024 | 19