BY BY NOELENE SWAIN FRESH FINESSE

Through March and April, Pomewest kicked off the 2021 season with a range of activations and events to showcase early season varieties, and get consumers focused on eating apples and pears once again as the Autumn dawned.

The aim of early season promotional activities was to present new season fruit varieties, along with the awareness of the industry quality program, that keeps consumers aware that when they buy a WA apple it will be a great apple, and a reminder to support the hardworking WA farmers by buying local.

Buy West Eat Best (BWEB) Belmont Forum Activation

6 March 2021

A range of cooking demonstrations and interactions with Chefs Don Hancey and Sophie Budd captured shoppers’ attention. This was supported with social media postings.

Events to showcase early season varieties.

Warren Districts Agricultural Show — Manjimup

13 March 2021

Getting active in the heart of apple growing country was a great opportunity to focus on celebrating the history of apple breeding and local growers.

It was also an opportunity to promote awareness of the industry’s quality programs and efforts being made to ensure that apple maturity testing achieves optimal eating outcomes.

Live Lighter Donnybrook Apple Festival

2–3 April 2021

After cancelling the 2020 festival due to COVID-19 restrictions, there was excitement and a little caution in preparing for the 2021 Donnybrook Apple Festival, yet the sun was shining and the crowds pleased to be able to attend. Pomewest took on the coordination of the apple and pear tasting and sales.

With substantial support from growers, ably lead by Sam Licciardello, 11 different varieties were available for people to try and buy as part of a small or large mixed bag of fruit. It was a particularly good opportunity to introduce consumers to Modi ™ apples and Piqaboo pears — both of which received extremely positive responses. Approximately 2500kg were distributed during the weekend.

Great exposure was also achieved with support from Anna Gare presenting cooking demonstrations, featuring a range of apple and pear varieties.

The activities were well supported with resources like apple banners and display material and cookbooks. A number of media opportunities were also offered to those involved.

We recognise and applaud Sam for his kind-hearted and generous personal contribution, to the event. Especially his ability to rally local growers to contribute and support with fruit donations. Pomewest will continue to improve our presence at this event in the future.

The inaugural WA Great Graze celebration!

WA Great Graze

18 April 2021

Pomewest participated in the inaugural WA Great Graze celebration —a collaboration of local producers promoting the currently popular theme of grazing platters. A feature event held at Perth City Farm on April 18 provided a perfect Autumn day for food enthusiasts and media representatives to see the expansive range of local produce.

An apple stand featured seven varieties of apples and pears, allowing the opportunity to taste and discover new and unfamiliar varieties of fruit.

People were particularly interested and keen on new Piqaboo ® pears and the still widely unfamiliar Bravo apple. The Minister for Agriculture was in attendance and happy to add her support to the apples promotional efforts.

MORE INFORMATION

Contact Nardia Stacy, Executive Manager, 0411 138 103 or nardia@pomewest.net.au