King Midas™ harvest underway

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King Midas™, Freshmax’s increasingly popular, yellow plum, Intellectual Property (IP) brand is set to hit the Australian markets soon.

Originating in California USA, King Midas™ plums are grown exclusively in Goulburn Valley, Victoria. They are sweet, incredibly juicy and have bright golden-yellow skin making them stand out from other plums. “With King Midas™ orchards now reaching full maturity, crops are looking great and in good volume for the coming season. Harvest is currently underway, and the fruit will be available in market from mid- January. With its mounting popularity in Australian markets, we are proud to be the exclusive marketer of this brand in Australia,” says Will Snell, GM Sales – Freshmax Australia.

Woolworths has been the National Retail partner for King Midas™ for several years. “King Midas™ continues to receive rave reviews from consumers and retailers for its beautiful texture and amazing flavour. The volume increases are set to drive a great sales program with our national retail partner, Woolworths. To reinforce this, we are working with Woolworths this year to develop an even stronger degree of POS and merchandising to further enhance King Midas™ visibility across stores nationwide,” says Rattana Pin, National Account Manager – Freshmax Australia.

“Considering its nationwide brand campaigning only commenced two years ago, the level of awareness already established is striking. The marketing campaign for 2019 will be heavily content driven, thereby highlighting the key features of the product and perfect occasions to enjoy this beautiful plum,” says Sona Padman, Campaign Manager – Freshmax Australia. “Digital retargeting will be used to stimulate brand recall and social media engagement will be given paramount importance along with product activations. We will also continue our collaboration with Woolworths in their marketing and promotional activities,” she adds.

The Freshmax Group forms one of the largest IP-centred fresh produce businesses in the Southern Hemisphere. Its dedicated and independent subsidiary, Innovar works with breeding programs and partners around the globe to ensure the best varieties are championed by the best brands and marketing techniques, thereby ensuring product positioning and long-term sustainability.