Dairy Australia, Meat and Livestock Australia (MLA) and Wine Australia have led the way in promoting Australia’s strengths across food and agriculture last week, with a first-of-its-kind collaboration rolled out at the Australia Week in China 2016 business mission.
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The three national agricultural bodies joined forces to promote a consistent, modern picture of Australian fine food and wine, as a demonstration of their commitment to work closely together in Australia’s largest market for food and agricultural exports.
Australia Week in China marks the first rollout of their jointly produced promotional messages and imagery, which were featured at a number of events across the week, capturing the essence of Australian food and wine for the new wave of cosmopolitan, sophisticated Chinese consumers, and drawing an enthusiastic response.
A video highlighting Australian landscapes, producers and premium food and wine featured at the Premium Australia Lunch and Showcase in Shanghai, where Trade and Investment , the Hon Minister Steven Ciobo spoke.
Dairy Australia Group trade and industry strategy manager Charles McElhone said the initiative had already received positive traction from key Chinese customers, importers and distributors who worked with the Australian dairy industry.
“We believe this partnership can mark a new chapter for the way in which we drive fine Australian produce into key markets.”
MLA international markets manager Michael Finucan said: “Having a consistently strong and appealing set of messages can help build a platform to allow Australian premium agricultural produce successfully differentiate itself from competitors, grow demand and preference for our produce in China.
“This will ultimately create more value for Australian producers and the whole Australian supply chain.”
“With many potential customers for Australian premium food and wine attending events, the opportunity to showcase Australia’s produce has been vital.”
Wine Australia CEO Andreas Clark said: “As the food and wine culture in China continues to evolve, through this collaborative effort we will share the stories of Australia’s pure natural environments, our talented and passionate producers, and share our fine food and wine offering.”
Following Australia Week in China, the group will evaluate the pilot and develop a plan to expand on this collaboration in the Chinese market.
The Australian industry group has the view to potentially taking the learnings into other key export markets for premium Australian food and wine.
