Family-owned business MacKay’s Marketing has introduced Australia’s latest papaya brand to the market. Ruby Rise Red Papaya is bringing fresh papaya from Queensland to major retailers and independents around the country.
“Our business has been predominantly focused around bananas and avocados, but in recent times we have collaborated with growers to expand into red papaya,” said Richard Clayton, CEO, MacKay’s Marketing.
“Papaya is a healthy and nutritious fruit that we believe will play a major role in our diets in the future, and we see a great opportunity to help educate Australian families around healthy food choices. We look forward to sharing our specially selected Ruby Rise Red Papaya, so everyone can Taste the Supergoodness.”
MacKay’s Marketing has been selling red papaya under the brands Red Hill and Reblo for the last 10 years, but is now promoting a new brand of the fruit to a younger audience, particularly young families, millennials, Gen Y and Gen X .
MacKay’s Marketing has launched the Ruby Rise brand with a new website, sampling and demonstrations, POS and a social media campaign educating consumers with a brand video, providence grower series, how-to prepare videos and health and well-being credentials. It collaborated with food and health social media influencers who will create daily recipes for Aussies.
“Inconsistent quality and supply have also restricted growth in the papaya category, but we are aiming to change that. To increase supply, MacKay’s Marketing are planting more acreage and partnering with existing banana suppliers to start growing Ruby Rise Red Papaya. We’ve also developed geographic diversification of growing areas for greater consistency of supply and quality,” Clayton said.
MacKay’s Marketing have invested in internal breeding programs; standardised growing practices and quality control programs; including implementing robust packing and growing specifications, conducting ongoing field days and ensuring grower support with agronomists and technical and quality assurance officers.
“We’re using our tremendous experience in the tropical fruit growing industry to put all of our knowledge and passion into this small but, we believe, emerging category,” said Barrie MacKay, managing director of MacKay’s Farming Group.
Ruby Rise Red Papaya is available at Coles supermarkets.
