A HARMONISED approach to promoting Australian red meat products internationally is set to benefit producers and suppliers alike.
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Industry representatives were given a run-down of Australia’s developed and developing export markets at a global marketing producer forum in Dalby on Monday.
Meat and Livestock Australia (MLA) global marketing general manager Michael Edmonds spoke about the ‘Brand Australia’ concept MLA has been developing.
Regional managers at the forum also highlighted the importance of ‘Brand Australia’ in their markets.
Mr Edmonds said the ultimate objective was to add value to our Australian products and improve efficiency.
“So at the end of the day there will be more money in the supply chain and more money for producers,” he said.
“At a time when money is hard to come by we need to be more and more efficient.”
The True Aussie logos will begin appearing on internationally exported Australian red meat products in the coming months. Mr Edmonds said the True Aussie logos will not replace the role brands play.
“We are harmonising behind one consistent design,” he said.
“It will be adapted in each market with local language underneath it but it will be a very consistent approach.
“Equally important is the activity that the processors and exporters do in creating their own brands and this will really underpin those brands in the export markets.”
The True Aussie logos are based on three key pillars:
- The ideal home
- Trusted partners
- Pure enjoyment
Mr Edmonds said there were a couple of drivers behind the ‘Brand Australia’ concept.
MLA has done a lot of this work over many years, he said, and they developed a number of different brand identities, particularly in markets like Japan and Korea.
He said a range of different branding devices were being used in other markets like the Middle East and US.
“A number of our stakeholders felt that it was important for us to try and harmonise that particularly in the global environment that we are working in,” Mr Edmonds said.
“The other driver was we understood there was a need to really increase the value perceptions for Australian beef, lamb and goat meat.
“We’ve got wonderful industry systems such as NLIS, LPA, including MSA that underpin the integrity of our product.
“It’s really important for us to try and bring that to life in a way and add value to it.”
Melody Labinsky
Journalist for Queensland Country Life at Toowoomba.
Journalist for Queensland Country Life at Toowoomba.
