"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"!
I vehemently agree with you and your observation of the American obsession of marketing the 'Burger'. Visiting perhaps one of the most culinary cultured American cities, San Francisco, I was initially suprised with the range of foods on offer, particularly organic, non GMO and microbiotic. However what really derailed my thoughts of San Francisco as the food mecca of California (and possibly USA as a whole) was the number of restaurants with Burgers on the menu - having said that one of my best meals in my 6 weeks of travel was a Burger (The Ferry Building - which cost Approx $A35) - the beef was organically produced in the Nappa Valley, the cheese - a smooth yet tangy goats cheese with a hint of citrus also from the same region, fresh rocket grown and picked from a market garden literally 100ft from the restaurant and a tomato chutney made fresh from produce grown in a rooftop garden located in the upmarket banking district and the bread? baked fresh by a local italian baker using all organic products aswell. It was to say the very least -orgasmic. I savoured every mouthful. What was interesting was that in the Burger description - it read Beef, cheese, tomato and greens. There was nothing about where the food stuffs came from or that it was organic, sustainable produce. It's no wonder America is quoted as the burger capital of the world - they have mastered the art of constructing such a taste explosion. Where they fail is understanding the clout of high quality, locally grown produce.
ReplyDeleteAustralian Ag producers spend millions of dollars a year on promotion and consumer R and D, educating domestic and OS consumers on the different types and quality of product available, and fostering our clean, green disease free image.
ReplyDeleteIt shits me to tears that sensationalists like this clown, and organistions like PETA can cut through the fog of 24 hour news cycles, and present their ideas of state of play in Australian Agriculture in the urban media.
Wake up Australia.
Do you really think that (for example) Australian Lamb, Wool and Wheat is not regarded as the best in the world?
Woolmark is one of the most widely recognised brands in the world.
Australian Pasta wheat is regularly imported, in large quantities, by the Italians to improve the quality and colour characteristics of their pasta that our long hot summers give rise to in the semolina.
We have one of the few non BSE affected herds of cattle left in the world.
As an Australian Farmer, I would like to say we are professional food producers. We produce the best product we can, at the price point set by the consumer.
If the consumer wants higher quality produce, get out of MacDonalds and the Supermarket, and pay for it.
Consumer trends WILL ONLY be changed by cash tranactions, not empty rhetoric.
Having been a part of the Online Universal Work Marketing team for 4 months now, I’m thankful for my fellow team members who have patiently shown me the ropes along the way and made me feel welcome
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