FRANKLAND River Olive Company is preparing to launch its inaugural advertising and marketing campaign as it gears up for the biggest harvest in its five-year history.
The company will more than triple olive oil production this harvest as it realises the plans put in place by managing director, David Carr.
Those plans include the completion of a $1.8 million purpose-built olive processing plant.
“That completes us and makes us a fully integrated olive oil company,” Mr Carr said.
Frankland River Olive Company will produce about 100,000 litres of oil this harvest and its marketing team, Emma Chard and Kate Munckton, are in the midst of devising a marketing strategy to build brand awareness and sell existing and new product lines.
The pair wants to expand Frankland River’s market for extra virgin olive oils across Australia, and progress plans to export the products to the US within a year.
Mr Carr said the new blend, Jingilli Devine, which joins established labels Jingilli Frantoio and Jingilli Leccino, offered a new market for the company.
“Because of the increase in volume we can now get into better price points,” he told WA Business News.
Ms Chard said the new 500ml Devine range was targeted at supermarkets, and at $10 for a 500ml bottle, it retailed at a price much lower than the other two Jingilli 250ml varieties.
Ms Chard and Ms Munckton are tendering an advertising contract to help build brand awareness for the Jingilli label before launching product driven advertising later this year.
“There is a lot of Australian extra virgin olive oil on the market now so it’s not just saying we are Australian, it’s saying that we are different from everyone else,” Ms Munckton said.
“We want to market the Jingilli Devine as an everyday oil that people enjoy. We will be targeting a different group of people [from those] who use Jingilli Frantoio and Leccino, because the people using them know why it’s such a good olive oil. With the Devine we will have to explain that it’s fresh and we use quality olives.”
Ms Chard said the company was sponsoring the Good Food Show in Melbourne and Sydney and would look to advertise in press media in both markets.
“We want to capitalise on that sponsorship,” she said.
Ms Munckton said she wanted a new brand developed for its push into the US.
“We don’t want to push what we think is good onto them. We really have to hit them on the head that this is Australian,” she said.
Ms Chard said the company was securing shelf space in independent supermarkets for its Jingilli Devine blend and was in discussions with large retail chains, including David Jones.
Frankland River Olive Company will also expand its product portfolio to include olive oil food partners, including red wine vinegar and dukkah.
Jingilli Leccino and Frantoio were first bottled in 2001 and have been available in limited qualities.
And while production will increase, the varieties are expected to remain a premium niche product.
“We really have to hit them on the head that this is Australian.”
- Kate Munckton
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