Growers within Australia, and around the world, are beginning to either directly experience or witness the benefit of building individual brands and harnessing the power of marketing, especially with its current reduced cost of entry due to the rising prominence of social media.

In response to vegetable growers’ request to gain/increase their knowledge of marketing and enhance their skills, Hort Innovation commissioned Workshop Australia to conduct a scoping project to design a bespoke ‘Direct Consumer Engagement Program’ to address marketing knowledge gaps, enabling them to improve the viability and sustainability of their businesses.

This project aimed to deliver a detailed program proposal for a series of training opportunities to enhance skill sets, in particular social media usage, which could be widely distributed.