Case Study: Boom time for olives
It's an exciting time for the Australian olive industry and DRPR's client the
Australian Olive Association (AOA).
It has been a very busy few months for the industry with DRPR launching the Code
of Practice and Australian
Extra Virgin brand in the media in mid-2008. The ABC 7:30 Report story which
revealed on 8 October the inferiority of many imported olive oils and
outstanding quality of Australian Extra Virgin olive oil created a big boost in
sales of Australian olive products.
The Australian Olive Expo, held in Canberra in October, also attracted a record
crowd. DRPR was on the ground coordinating interviews and photo shoots for WIN
Television, ABC radio, The Land, Good Fruit and Vegetables, OliveGrower &
Processor, The Canberra Times and other targeted media outlets.
Winners of the 12th National Extra Virgin Olive Oil Awards and the Australian
Table Olive competition, announced at the Expo and through media releases, were
recognised in dozens of media outlets across the country including the Herald
Sun and Sydney Morning Herald. DRPR's localised stories for each winner also
ensured widespread coverage in rural areas.
For the past few months, DRPR has been creating important relationships with
journalists in the food, consumer, lifestyle and rural sectors, resulting in
very positive media coverage gained for the Association week in, week out.
In addition to media relations, DRPR has been developing e-newsletter articles
and an industry fact sheet as well as advising on website developments and
stakeholder and government relationships. Our PR program has been designed to
engage consumers, growers as well as local, state and federal politicians.
2009 is also looking ripe for further consumer awareness promotions, stakeholder
engagement and upcoming events that will ensure greater visibility and growth
for the local olive industry.
The Australian olive industry is poised to becoming a major Australian
agricultural industry for local consumers and exports and DRPR is ready for the
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