Yellow plums will hit Australian supermarket shelves soon.
King Midas, Freshmax’s yellow plum brand originated in California USA.
The plums are grown exclusively in Goulburn Valley, Victoria.
They are described as sweet, juicy and have bright golden-yellow skin making them stand out from other varieties.
“With King Midas orchards now reaching full maturity, crops are looking great and in good volume for the coming season,” Freshmax Australia general manager Will Snell said.
“Harvest is currently under way, and the fruit will be available in market from mid-January.
“With its mounting popularity in Australian markets, we are proud to be the exclusive marketer of this variety in Australia.”
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Woolworths has been the national retail partner for King Midas for several years.
Freshmax Australia campaign manager Sona Padman said there was good recognition for the brand considering its nationwide brand campaigning only began two years ago.
“The marketing campaign for 2019 will be heavily content-driven, thereby highlighting the key features of the product and perfect occasions to enjoy this beautiful plum,” she said.
“Digital retargeting will be used to stimulate brand recall and social media engagement will be given paramount importance along with product activations.
“We will also continue our collaboration with Woolworths in their marketing and promotional activities.”
The Freshmax Group forms one of the largest intellectual property-centred fresh produce businesses in the Southern Hemisphere.
Its subsidiary, Innovar, works with breeding programs and partners around the globe.
