"Versatile Chestnuts" Promotion

 Versatile Chestnuts - Food for body and soul

This is the outcome of a very successful meeting to discuss the unique selling proposition (USP) for chestnuts. A meeting of directors, partners and members who have been involved in the marketing and promotions of chestnuts was facilitated by Richard Bennett of Horticulture Australia and Susan Benedyka, then Industry Development Officer.

Richard explained what a USP is, and how it is developed. He said that we need to position chestnuts so that the market understands and appreciates what chestnuts stand for in comparison to competitors. Further, we should have an understanding of how the market defines ‘value’ and makes choices when it comes to selecting chestnuts over other products. To do this, there is usually a three step process:

Step 1: Identify the product differences in relation to competition;

Step 2: Select the most important differences;

Step 3: Effectively signal to the market how chestnuts differ from the competition

The group was lead through these steps, and came up with some strong associations between chestnuts and the market segments identified in earlier research for the CGA by Frank Small and Associates (1998). Those market segments include restaurant chefs, entertainers and traditional users. As Frank Small found, these segments have different needs, however there are common themes. The ”product features” are that chestnuts are natural, fresh ingredients; with a new and different texture. The “image” is innovative, with a unique texture and taste; and multicultural - used by, and appeal to a mix of cultures. The “core essence” is about sharing new experiences, and people eating chestnuts feeling uninhibited, relaxed, expressive and interested.

Frank Small concluded that the industry needed a USP capturing all of these key features.

The workshop clearly found their ideas about chestnuts fell into distinct areas:

tradition - family, conversation, sharing, communal experiences, memories, nostalgia;

versatility - innovative, multiple uses;

taste and texture - unique flavour, beautiful to look at and touch, texture, smell;

health proposition - excellent nutritional value, no cholesterol, high in energy and fibre, chemical free, no worms.

Combining these ideas, and using some wonderful ‘free thinking’, the group endorsed the USP of “Versatile Chestnuts - food for body and soul”

This will now be used in all promotions, and we would encourage all growers to use this when selling and marketing chestnuts from this season onwards.