Media release: GIA to spread the word about levy investments
23 February 2023
23 February 2023
Greenlife Industry Australia (GIA) has won the Hort Innovation contract to deliver a new Communications Program to raise awareness of the Nursery Levy and how it benefits the greenlife industry.
The Program aims to stimulate new interest amongst greenlife businesses in the research, development, marketing, and extension projects funded by the levy.
The previous Program (NY180001) provided high-value content throughout the four-year project, achieving high levels of engagement and levy payers changing their behaviour on production nurseries as a direct result of communications.
In addition to building on the success of the previous Program, GIA seeks to simplify and enhance information access by reducing touch points, simplifying language, and providing real-life examples of how the levy fund works.
GIA’s Chief Executive, Joanna Cave, said the Communications Program's goal is to increase levy payers' participation in these projects for their direct benefit and the broader benefit of the industry.
“We are excited to begin transforming how levy payers digest Nursery Levy information. We are confident we can create fantastic work in partnership with Hort Innovation,” Ms Cave said.
The Communications Program was awarded to GIA on the strength of three stated aims:
- Re-educate growers as to how the levy system works and how their investment (in addition to contributions from the Australian Government) supports a world-class offering of specialist research, development, and extension activity.
- Re-ignite interest from greenlife businesses by showcasing the important innovations funded by the levy
- Re-engage all stakeholders in the activities and outcomes made possible by the levy across all interest groups and at local, state, and national levels to increase uptake of these opportunities.
Importantly, and for the first time, the Communications Program will also involve state industry associations, representatives of which will be given a seat at the table to help assess the impact of the Program and guide its implementation over the next five years.
GIA has partnered with Dentsu Creative PR, a leading agribusiness public relations firm, to assist in developing a new approach.
For more information on the Communications Program reach out to Gabrielle Stannus via Gabrielle.Stannus@greenlifeindustry.org.au.
Notes
- The strategic levy investment, Nursery industry communications program (NY22000) is part of the Hort Innovation Nursery Fund.
- The Nursery Levy, commonly known as the pot levy, is a statutory levy paid on potted plants that are produced in Australia. The levy is based on the action of putting a plant into a container with potting media for growing on or for sale and is currently set at 5%. The funds that are collected, are administered by Hort Innovation Australia, and are invested in research, development and marketing projects for the benefit of the Australia greenlife industry.
