Hort Innovation has appointed boutique agency Papaya to lead national foodservice marketing programs for Australian Avocados and Australian Mushrooms, sharpening its push to grow usage in commercial kitchens across the country.
The appointment sees Papaya working directly with chefs, cafés, QSRs, restaurants and hospitality operators, with a brief focused on increasing menu adoption, everyday usage and long-term category growth for two of Australia’s most recognisable produce items.
For Australian Avocados, Papaya will develop a fully integrated foodservice hub spanning chef engagement programs, recipe development and practical tools designed to showcase avocado’s versatility well beyond breakfast staples and dips.
The aim is to give operators fresh inspiration for using avocado across menus and dayparts, positioning it as a flexible ingredient rather than a single-use hero.
In its work with Australian Mushrooms, the agency will lean into the category’s flavour-forward credentials, focusing on versatility and depth to strengthen mushrooms’ presence in commercial kitchens and encourage broader, more frequent usage.
The program is designed to shift perceptions and reinforce mushrooms as a core menu ingredient, not just a supporting act.
Backing chefs as storytellers
Victoria Zourkas, marketing manager at Hort Innovation, said the programs are built around empowering chefs to bring Australian produce to life.
“Chefs are some of the most creative storytellers in our industry, and these foodservice programs are about giving them new ways to bring Australian produce to life,” she said.
“Both avocado and mushrooms have untapped potential in commercial kitchens, and we’re excited to see Papaya inspire operators to help these everyday favourites show up in more delicious ways across menus nationwide.”
Category growth with industry impact
Papaya founder and director Catherine Slogrove said the opportunity to grow both categories in foodservice was significant.
“We are delighted to partner with Hort Innovation as the opportunity to expand usage in foodservice for both mushrooms and avocados is phenomenal,” she said.
“Our work with the two categories will focus on inspiring chefs and operators while supporting growers and the broader industry.”
The appointment builds on Papaya’s longer-term focus on category growth and sustainable food narratives, with the agency’s client portfolio spanning fresh produce and hospitality brands, including the Australian Barramundi Farmers Association, Australian Organic Limited, Australian Abalone Growers Association, Bruemar Pork, Pace Farm Eggs, Bayfield Hotel Group and Gin Lane Sydney.
Main image: The Papaya Team