Western Australian Squash Grower Morning Glory Farms Launches Consumer Marketing Campaign Using DiMuto Solutions

Posted by Media Release Agency on 25th February 2020

•    Morning Glory Farms, a spaghetti squash grower in Australia, will work with DiMuto to digitalize its squash and conduct marketing campaigns to end consumers  

•    The Morning Glory Farms brand of spaghetti squash is sold at major local retailers in Western Australia, including Coles and IGA

•    The SMART marketing services powered by unique DiMuto QR codes is a cost-effective solution to reach out to end consumers and communicate brand stories of farmers and growers

•    The deal underscores the 360 approach to solving global agri-food supply chain challenges that DiMuto trade platform brings beyond just supply chain traceability 

Singapore, 24 February 2020 – DiMuto, a tech-based trade solutions platform that provides end-to-end supply chain visibility for global businesses, has secured a deal with Western Australia produce grower Morning Glory Farms. DiMuto will be digitalizing Morning Glory Farms’ spaghetti squash to track and trace them throughout the supply chain, as well as conduct consumer marketing campaigns. The partnership signals the company’s expansion into the Australian market and the strengthening of its trade network. 

Located in the Southern Forests region in Western Australia, Morning Glory Farms is a third and fourth generation farm growing a diverse range of crops such as stone fruit, sweet corn and spaghetti squash, as well as cattle and sheep. Morning Glory Farms is also associated with Southern Forest Food Council, a government-backed association representing over 100 producers and growers in the Southern Forests and Valleys region. Morning Glory Farms supplies spaghetti squash to leading supermarket retailers like Coles and IGA in Western Australia.

Bevan Eatts, owner of Morning Glory Farms, commented, “As a grower, it is difficult to reach out to consumers directly and tell our story. With DiMuto’s marketing solution, we are now able to let people know where and how their squash is grown, as well as getting feedback from them – a platform that truly closes the loop from farm to fork.”

As part of DiMuto’s trade solutions platform, the Sales & Marketing Retention & Awareness Tool (SMART) Marketing solution allows small and medium produce growers and suppliers to conduct cost effective marketing campaigns to engage consumers. When consumers scan the DiMuto QR codes tagged to individual food products, they are able to see the origin of their product, obtain information about the farm and growing practices, as well as learn new recipes and participate in exciting lucky draws. Consumers are also encouraged to leave feedback on their produce, giving brand owners important information about the quality of the product and the consumer experience.  

“One of the common problems that growers have is that they’re unable to engage end consumers directly, and DiMuto’s QR Marketing solution aims to change that. At the same time, consumers are able to know the origins of their food and the story of the farmers. That is why we are truly honoured to be working together with Morning Glory Farms to reach out to consumers and communicate the good work that their farm has put in,” said Mr Gary Loh, DiMuto’s Founder and Chairman.

Under this partnership, DiMuto will also be helping Morning Glory Farms to grow their international presence in the Southeast Asia region, and target Singapore, Indonesia and Thailand as key export markets for Morning Glory Farms produce.

This deal is part of the company’s plan to expand their trade network of suppliers and buyers in more international markets. DiMuto most recently received funding from SGInnovate, a Singapore Government-owned venture firm. The funding and strategic support from SGInnovate will help the company further capitalize on its global growth momentum over the next few months.