Cairns, Queensland – Australian horticultural producer OneHarvest has taken out the Central Markets Association of Australia Innovative Marketing Award at the 2014 AUSVEG Awards for Excellence, in recognition of their work reinvigorating the Australian beetroot industry.

AUSVEG CEO, Richard Mulcahy congratulated the organisation on receiving the accolade during a Gala Dinner event at the Cairns Convention and Exhibition Centre on Saturday 21 June.

“Following the closure of the last Australian-owned cannery in 2013, OneHarvest saw a window of opportunity, and subsequently developed the brand ‘Love Beets’,” said Mr Mulcahy.

“This range of vacuum-packed, cooked, 100 per cent-natural baby beetroot does not require refrigeration and provides customers with a convenient and easy-to-use vegetable product.”

Earlier this year, OneHarvest moved to locally-grown beetroot, supplied by Australian vegetable growers. The product is processed and packed at a new, purpose-built, $3.4 million facility in Bairnsdale, Victoria.

“The move to Aussie-grown product provided OneHarvest with further impetus to promote the product with customers, and more stockists have taken on Love Beets,” said Mr Mulcahy.

The company also embarked on a comprehensive marketing campaign, including extensive market research, followed by the development of a uniquely Australian look and feel for the brand.

OneHarvest’s marketing of the product has also focused on traditional channels, such as inclusion in store catalogues, shelf talkers, wobblers, recipe leaflets and sampling demonstrations, which extended in to non-traditional uses for beetroot – such as beetroot chocolate brownies.

Proudly supported by the Central Markets Association of Australia, the Innovative Marketing Award recognises an individual or business which has created an innovative marketing solution, process or program. The winner must also have created new market opportunities for vegetable or potato products, and created the potential for long-term positive effects, through increased sales or awareness.

“The success of the Love Beets brand makes OneHarvest a worthy recipient of this award,” said Mr Mulcahy.

AUSVEG is the leading horticultural body representing Australia’s 9,000 vegetable and potato growers.

The 2014 AUSVEG National Awards for Excellence Gala Dinner honoured growers and other members of the Australian vegetable and potato industries for outstanding achievements in their respective fields.
The event – the biggest in Australian horticulture – attracted around 1,000 delegates.

For official photos of the awards ceremony, please contact the AUSVEG media contact below.

MEDIA CONTACT: Andrew MacDonald, Spokesperson, AUSVEG Phone: (03) 9882 0277 | Mobile: 0406 836 330 | E-mail: