Farming isn’t what it used to be. In fact, Australian farmers must be some of the most innovative producers around the globe, particularly when it comes to the realm of fruit. That is if Goulburn Valley™ is anything to go by.

The company – based right in the centre of the ‘fruit bowl’ Goulburn Valley – is leading the way when it comes to packaged produce. As General Manager – Sales, Marketing and Innovation Sandra Alcock explains, since it’s launch in 1979, the company has introduced some key innovations to industry.

The company have premium ingredients on their side, with the rich soils of the district ideal for growing fruit. Of course they also have an understanding of speediness – “The fruit is then packed and preserved as quickly as possible. So, when you open a pack of Goulburn Valley, it tastes just as good as when it came off the tree.”

In 1986 the company introduced the world’s first fruit snack packs in plastic, which increased the convenience factor for families ten-fold. But it’s Goulburn Valley™’s latest introduction that really proves the Australian brand’s creativity.

Goulburn Valley™ has continued to grow with its customers and its latest innovation is a reflection of modern interest in provenance, and consumers becoming more concerned with where their food comes from. “The origins of our food are a heated and ongoing debate in Australia,” says Sandra. “Consumers want to know the truth about what they’re buying, and new government mandated labels are attempting to make it clearer. However, in a push for full transparency, we completely redesigned Goulburn Valley™ packaging and turned the brand itself into a destination putting the coordinates of our orchards on our packs. Now, a search on any device enables Aussies to pinpoint where their fruit came from – with 100% accuracy.”

On top of the revamp, and the new tracking option for the brand, there is also a new feature that has encouraged increased connection between consumers and the fruit producers that grow for Goulburn Valley™. “We have also launched Goulburn Valley Food Tours – an immersive online tour platform. Here consumers can explore the orchards in 360°, then tour the wider region and discover the beauty of Goulburn Valley,” explains Sandra. It’s a digital take that allows the brand to become a part of the rising trend of gastronomic holidays, as well as reinforce the local status of Goulburn Valley™ overall. “The tourism aspect gives much greater meaning to our name,” agrees Sandra. “By enabling anyone to visit the beautiful Goulburn Valley from anywhere, it reinforces our unique provenance and heritage. Users can even download pre-planned tours to take with friends and family, helping to encourage more visitors to the region,” she says.

Goulburn Valley is a trade mark of SPC Ardmona.
This article is brought to you by Goulburn Valley™.