Cherry Traceability Explained: Creativa Educational Video Insight at Cherry Hills | CGA Ag Victoria

Cherry Growers Australia & Agriculture Victoria
A Case Study on Cherry Traceability: ‪@CherryhillOrchardsWandinEast‬
Cherry Growers Australia (@CGA) and Agriculture Victoria launched a groundbreaking pilot project to redefine horticultural traceability. This effort aims to strengthen Australia's cherry export potential by increasing cherry visibility from farm to consumer.
The project's main goal was to create a strong traceability system that could follow cherries from farm to customer. Beyond logistical efficiency, such a method tells the tale of each cherry, ensures quality, and builds global faith in Australian cherries.
Our crew at ‪@CreativaVideos‬ directed by Dana Newell and backed by Rose Damon, documented the cherry voyage over several months. Each stage of the Cherry Blossom launch in Australia to their arrival in Vietnamese stores was scrupulously documented. This showed the cherries' journey and stakeholders' collaboration to achieve traceability.
A Multifaceted Campaign
Traceability awareness was promoted through four live-action videos. Each film, directed by Dana Newell, covered different technological components of the traceability system, giving a complete picture of the project. KIT's animation and imagery enhanced the campaign's cherry voyage narrative.
The Creatives Behind the Scenes
Rose Damon & Dana Newell produce
Dana Newell Directs
Photography directors: Lliam Murphy & Wye Keen
Photographer: Kit
Jeremy Pitman (online edit), Sarah Schwab (design)
Impact and Forward Momentum
This experimental project marks a milestone in horticultural traceability. CGA and Agriculture Victoria have boosted supply chain scan rates by showing the practical benefits of such systems, improving the integrity and appeal of Australian cherries in high-value export markets.
As the project progresses, the lessons learned and success stories will inspire other sectors to improve supply chain transparency and quality. An engaging multimedia ad depicts the cherry's journey from farm to plate, symbolising a future where traceability is a standard and a proof of agricultural export excellence.
Creativa is a video production and animation agency based in Melbourne, Australia. creativa.com.au/
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