Below is the opening statement from a report on ABC AM Program taken from comments made by a guest speaker at the National Farmers Federation Gala Dinner on Monday evening (22nd June)..."Farmers have reacted with concern to claims by an international expert in food marketing that people overseas have no idea of the type of food that Australia produces. The comments were made by UK Professor David Hughes at the first NFF Congress in Brisbane."
Reporter Charlotte Glennie had the task of extracting anything interesting or news worthy from the opening day of talk from the NFF Congress in Brisbane. I would label this report as
Fluff or
Sensationalist, the comments made by the keynote speaker
Prof. David Hughes were during the Gala Dinner and more than likely for the guests to digest as they dined. My main issue with this report and the content is that there is reference to international consumer research performed by the Centre for Food Chain Research in the United Kingdom without any numbers offered to support the claim or the type of consumers surveyed. My slightly patriotic bias is overshadowed by the holes in the loose reporting and "Off the Cuff" comments apparently made by the Prof. Hughes and other in the short piece.
Anyone with any sort of knowledge of the food industry knows that average Australians struggle to buy decent lamb, due to the majority of reasonable lamb being exported to the US. Add to that the amount of Rock Lobster, Blue Fin Tuna, Prawns and Abalone exported to Asia from South Australia alone should give "international consumers" clear export icons. If you require more simply check out the
AusTrade figures. Prof. Hughes might not have told his captured audience that produce exported O.S. by Australian producers predominantly goes to the gniche markets where the premium produce can demand the premium price to overcome the transport costs. Our bulk exporting is however no less important but seems to be limited to raw products e.g. Barley, Wheat, Live Sheep etc. and are logistically further up the supply chain. Hence not as close to the eventual "surveyed" consumer.
If I were given the opportunity to talk about food icons to primary producers I would highlight the fact that Australia is one of the youngest modern cultures and the vibrancy and uniqueness of our culinary culture is not defined by one style like our exports. This range of different products, cuisines and cultures is a positive and to be advertised. I would be fearful of trying to define Australia with one product or cuisine, one example is the "Fast Food" culture of the U.S. and their love affair with the Hamburger. Despite their terific array of exports in particular boutique beer, cheese and Restaurant Culture the American Burger icon cuts through as the clearest marketed product.
Giles
p.s. If you think I am bonkers let me know, cos' that report really erk'd me. So I thought "vent man, VENT"!
p.s. My tip for good value pub Snizzy is at The Metropolitan Hotel (pictured). And yes the date is correct!
