Reid Fruit premium cherries

Tassie’s premium cherries secured with Laava. One of Australia’s largest cherry producers, exporting cherries from Tasmania to over 20 countries across Europe, Asia, North America and the Middle East.
Laava Smart Fingerprints®, Reid Fruits

The project

Tassie’s premium cherries secured with Laava

  • One of Australia’s largest cherry producers, exporting cherries from Tasmania to over 20 countries across Europe, Asia, North America and the Middle East.
  • Laava Smart Fingerprint tally: Over 400K labels on Reid Fruit cherry boxes, 152K of which were exported to China.
  • Simple product integration with big results foiling counterfeiters.

Objectives

Tony Coad, Manager, Marketing and Sales, Reid Fruits, said:

“We had been searching for years for a solution to help us achieve our product integrity objectives, while also helping us tell our brand story at a commercially relevant price point.

Tasmania has an enviable reputation around the world for growing premium quality cherries. We started exporting cherries in 2005 and almost immediately our premium products were targeted by counterfeiters.

We had spent tens of thousands of dollars to prevent counterfeiting, switching to higher-quality packaging, using special processes such as embossing and foil on cartons, introducing a watermark on box bases and printing our logo on the long-life plastic liners that keep cherries fresh in the box. In the 2018 season, all these elements were copied within the first two weeks of our cherry boxes appearing in the global market.

Counterfeiting not only leads to a direct loss of sales for us, it also affects our importers and distributors. In 2018, one of our Chinese importers had his sales basically halved from the year before, he estimates he lost around A$400,000.

In addition to loss of revenue, counterfeiting puts Reid Fruits’ reputation at risk. If the counterfeit product is of an inferior quality – and they usually are – that can have a damaging long-term impact on our brand.

Our ongoing search for new anti-counterfeiting technology led us to ask Austrade for assistance. Austrade’s industry experts introduced our team to a number of companies offering innovative authentication solutions.

After an extensive assessment, we elected to work with Laava.

Laava is using a newer, higher standard of optical recognition which is not so easy to impersonate or replicate. We also wanted something that would be ready to roll out for the 2019–20 season and Laava’s technology was ready to go: they sent us an email with a product proposal and we could use our smartphones to test it immediately.”

“We have not found any other comparable solution to Laava Smart Fingerprints that help us achieve our brand protection objectives and connect us directly with our global customers. I believe Australian food exporters as a whole will stand to benefit greatly from this technology, especially at a time when transparency and trust are becoming increasingly important.” (Tony Coad, Manager, Marketing and Sales, Reid Fruits)

Tony Coad, Manager, Marketing and Sales, Reid Fruits

Results

  • 10 counterfeit attempts on Reid Fruits’ cherry boxes were foiled in China in cherry season 2019–20.
  • 4,470 Laava Smart Fingerprints scanned on Reid Fruits cherry boxes
  • A 2.9% scan rate with a 15–20% engagement level, with only a limited campaign to drive awareness.

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