The project sought to provide broccoli growers, retailers and the wider industry with specific information about the factors that influence customers decisions to purchase broccoli at the point of sale. The report used Scan data and in-store survey were analysed to identify marketing opportunities with the findings of this report used to scope stage 2 of the project.

This project has been funded by Hort Innovation, using the research and development levies listed below and contributions from the Australian Government. Hort Innovation is the grower-owned, not-for-profit research and development corporation for Australian horticulture.

• Vegetable Fund