Background and Opportunity
Fresh Markets Australia (FMA) is the national organisation representing the five central market chambers in Brisbane, Sydney,
Background & Opportunity
Fresh Markets Australia (FMA) represents five central market chambers across Australia, supporting over 430 wholesale businesses. FMA's "A Better Choice" marketing program promotes the benefits of shopping at independent fruit and vegetable retailers and strengthens the local retail sector. The program’s key initiatives include a quarterly magazine, “A Better Choice!”, and successful annual campaigns like "Shop & Win". However, FMA faced challenges with internal coordination, stakeholder engagement, and aligning marketing efforts with long-term strategic objectives.
As Fresh Markets Australia (FMA) progressed with its "A Better Choice" (ABC) 2021-2026 Strategic Plan, a review was needed to assess the alignment of the current marketing and brand plans with the organisations strategic objectives. FMA also sought to simplify and clarify these plans for better stakeholder understanding and engagement. Additionally, with a change in leadership, the marketing and partnerships teams needed support during the transition period to ensure continued momentum and strategic alignment.
Solution
Reservoir Partners conducted a comprehensive review of ABC’s Strategic Plan and 2024 Annual Marketing & Brand Plans. The review included a series of strategic recommendations aimed at refining ABC’s approach to brand positioning, marketing campaigns, and stakeholder engagement. Notably, we provided guidance on updating key messaging, enhancing consumer insights, and refining performance metrics. We also recommended focusing on long-term sustainability, brand storytelling, and developing SMART objectives to track program success. Of the 32 recommendations , 29 were endorsed by FMA, highlighting the alignment between our insights and their strategic goals. Further, Reservoir Partners supported ABC’s marketing and partnerships teams during the leadership transition, ensuring smooth execution of marketing activities and helping to maintain strategic momentum.
Results
The review provided FMA with a simplified yet comprehensive strategic summary that was well-received by stakeholders. The updated strategic plan now clearly aligns with ABC’s mission to support the independent retail sector and promote fresh produce consumption. Our strategic advisory support helped the marketing team overcome challenges during the leadership transition, and improvements in team cohesion and focus led to more efficient program execution. The "A Better Choice!" magazine and other campaigns were better positioned to align with strategic objectives, resulting in enhanced brand clarity and more impactful marketing efforts. With 29 out of 32 recommendations being endorsed, the program is on track to drive long-term growth and success.
Services Overview
Strategic Review & Planning
Growth Strategy
Marketing strategy
Retail Strategy
Industry engagement
Stakeholder Management
Brand development
Publishing