Organic food producer Murray River Organics Group (ASX: MRG) has seen a 27% uplift in exports. Interest from China-based consumers have led the drive, following the Company’s marketing tactics using the WeChat social media platform.
Using WeChat, Murray River Organics has been able to communicate directly with consumers at a time when ongoing food safety concerns in China has heightened interest in the Australian grower’s organic product range.
“WeChat is a very powerful tool used by more than a billion users each month which enables us to communicate directly with Chinese consumers, build brand awareness and share the Australian Organic Dried Vine Fruit provenance story as the largest Dried Vine Fruit Grower in Australia,” said Murray River Organics CEO, Valentina Tripp.
Beyond the China market where exports have doubled, Murray River Organics has also continued its export growth through Europe. With its Australian Sultanas product being established as a premium baking good in the region.
“We have received great support from Dried Fruit Australia, with its Chairman, CEO and key Board Member, who are also growers, attending trade shows in China, Japan, Vietnam and Germany,” said Tripp.
“They have been a great supporter in building international awareness of our high-quality Australian sultanas. The feedback from those trade forums was that demand for Australia’s Dried Vine Fruit will continue to accelerate.”
With significant farming regions of Australia undergoing drought issues, Murray River Organics has affirmed their commitment to local growers as part of their Sunraysia Growers Water Support Package, offering up to $200 per tonne to all Sunraysia Growers to irrigate their crops.
Shares in Murray River Organics rose to an intra-day high of $0.075 in morning trade, a rise of 10.2% on their previous day’s close of $0.068.