Hort Innovation has selected the boutique agency Papaya to spearhead national marketing initiatives aimed at increasing the use of Australian Avocados and Australian Mushrooms in foodservice settings throughout the country. This strategic partnership focuses on enhancing menu adoption and everyday usage of these two widely recognized Australian produce items.
Through this collaboration, Papaya will engage directly with chefs, cafés, quick-service restaurants (QSRs), and various hospitality operators. The agency’s brief is to foster long-term growth in the categories by showcasing the versatility of both avocados and mushrooms beyond their traditional uses.
Innovative Approaches for Menu Integration
For Australian Avocados, Papaya plans to create a comprehensive foodservice hub. This will include chef engagement programs, innovative recipe development, and practical resources designed to inspire operators to incorporate avocados into diverse menu items. The goal is to position avocados as a flexible ingredient that can be used across different meal occasions, rather than limiting them to breakfast dishes and dips.
In its efforts with Australian Mushrooms, Papaya will emphasize the ingredient’s rich flavor profile and versatility. The agency’s aim is to enhance the presence of mushrooms in commercial kitchens and promote their use as a key component rather than merely a supporting ingredient.
Empowering Chefs and Driving Category Growth
Victoria Zourkas, marketing manager at Hort Innovation, emphasized the importance of empowering chefs through these programs. “Chefs are some of the most creative storytellers in our industry, and these foodservice initiatives are about giving them new ways to bring Australian produce to life,” she stated. Zourkas noted that both avocados and mushrooms hold significant untapped potential in commercial kitchens.
Papaya’s founder and director, Catherine Slogrove, expressed enthusiasm about the opportunity to expand the usage of both categories. “We are delighted to partner with Hort Innovation, as the opportunity to expand usage in foodservice for both mushrooms and avocados is phenomenal,” she remarked. Slogrove highlighted that the focus would be on inspiring chefs and operators while supporting growers and the broader industry.
This appointment aligns with Papaya’s ongoing commitment to promoting category growth and sustainable food narratives. The agency’s extensive portfolio includes partnerships with various fresh produce and hospitality brands, such as the Australian Barramundi Farmers Association, Australian Organic Limited, and Bruemar Pork.
The initiatives are expected to not only enhance the visibility of Australian Avocados and Mushrooms but also positively impact the foodservice industry by encouraging innovation and creativity in menu offerings. As these programs roll out, the anticipation grows for how chefs will incorporate these versatile ingredients into their culinary creations across Australia.
