The National Food Brand initiative was launched in 2013 by the Department of Agriculture. Austrade was appointed to deliver a 2-year project that would develop a national food brand for Australia.

1. Brand Australia Global Food
Strategy Research
Desk review and primary insights
December 2013

2. Australia Unlimited
Background to this project
• Launched in 2013 by the Department of Agriculture
• Austrade appointed to deliver the national food brand
– 2 year project
– Track record: Australia Unlimited, Future Unlimited

3. Australia Unlimited
Austrade’s experience in brand building

4. The BAGFS - Our starting point for this phase
of the research
4
Brand Australia
Global Food Strategy
Building on Australia’s existing strong credentials in food safety,
quality and innovation, in the development of an evidence-based,
globally recognised food brand
Goal: to increase the value of
Australia’s food-related
exports by 45% by 2025
A globally recognised food
brand will provide
competitive advantages
 To target existing, growing and emerging premium markets
 To achieve higher returns for Australian food producers and
businesses
 To position our food, services and technology favourably against
strong and increasing global competition
 To build on our reputation as a leader in the production of
premium food
Through a unified brand position and a globally recognised food
brand that has buy-in and is understood and shared across
industry and government

5. Research plan for developing a national food
brand
5
Phase 1
Desk review
Phase 4
In-market consumer
online surveys
Phase 3
In-market trade
consultations
N=24 in-depth interviews with key industry
stakeholders across 6 key international
markets
N=400 consumers surveyed in each of 6 key
international markets
Phase 2
Australian stakeholder
consultations
These phases of the
research have been
completed and form
the basis of this
presentation
An extensive review of all available and
relevant information from Austrade, key
Australian stakeholders and publically
available information from around the globe
N=24 in-depth interviews with key industry
stakeholders across 6 key international
markets
N=400 consumers surveyed in each of 6 key
international markets
N=12 in-depth interviews with key Australian
industry stakeholders from Government,
industry bodies and the private sector
Conducted by global research company TNS on behalf of Austrade

6. Insight 1 – A national food brand needs to find the common ground
between truth and perception, both in Australia and in market
6
Perceptions Known / truths
Australian food,
beverages and
related
technology
stakeholders
We need to
understand the
perceptions towards
Australian products of
in-market trade
Australian
consumers
the advocacy of
over 23 million
Australians, both in
Australia and
overseas
B
A
G
F
S
We also need to
understand the
perceptions towards
Australian products
among
consumers in target
markets
BAGFS – Brand Australia Global Food Strategy

7. Australia on the world stage 2013
7
Source: Reputation Institute: Country RepTrak 2013
Our strongest
attributes in G8
countries :
Physical beauty
Lifestyle
Enjoyable
In both G8 and
non-G8 countries,
we lag behind on:
Technology
Brand and innovation
Friendly and
welcoming
In non-G8
countries:
Physical beauty
Lifestyle
Enjoyable
Education
Need to shift
perceptions of
Australia in this area
before it could be a
defining attribute of a
National Food Brand.

8. Insight 2 – Australia’s food landscape is fragmented –
both by region and industry
8

9. Insight 3 – A national food brand must be built on key
attributes and associations
9
Our tourism offer
How we present
Australia to the
world
Our hero brands and
industries:
 Mining
 Cochlear
 Penfolds
 Ugg
 Vegemite
 Fosters
 Hugh Jackman
 Elle Macpherson
Our
people
The Australian tourism industry has successfully implemented this approach
with a unified Australian brand position.

10. Australia leads on safe, sustainable and healthy food
10
Attribute Australia Malaysia US China France Brazil Canada
Good value 32% 21% 30% 31% 20% 24% 24%
High quality 37% 14% 41% 12% 42% 18% 34%
Expensive 21% 10% 39% 8% 41% 18% 24%
Safe 39% 17% 34% 13% 31% 19% 36%
Sustainable 31% 15% 19% 13% 20% 21% 25%
Good taste 27% 18% 28% 20% 30% 27% 24%
Healthy 30% 13% 21% 12% 22% 18% 26%
None of these 2% 15% 4% 25% 3% 9% 4%
Don’t know 13% 25% 8% 12% 12% 18% 15
Reputation Institute Report, N=7,409
Q5004. Which of the following attributes do you associate with food products from each of the following seven countries?

11. Insight 4 – A national food brand works both ways
11
Regions Brands
e.g. Pork
Agriculture
Brand
Australia
A national food brand needs to:
• leverage the inherent
strengths of categories and
brand
• provide a unified approach
• be flexible enough to support
regional and commercial
brands and the innovation
that industries are
championing.

12. Insight 5 – A national food brand positioning comes out
of the collective strengths of Australia’s producers
12
Wine
Fruit Grains
BeefBeerDairy

13. Brand and marketing trends in food in 2013
13
Provenance Artisanal foods
Sustainability
In-house and homemadeFood made from
scratch
Food and experience
Health and wellness
Premium alcoholic
drinks

14. Key consumer issues in
the food sector
14
• Gourmet travel or
culinary travel
• Celebrity chefs
• The digital age of food
• Quality at a reasonable
price
• Country of origin labelling
• Farm to table dining

15. Key consumer issues (continued)
15
• Chemical backlash
• Growing demand for transparency
• More is spent eating in than eating out
• ‘Internationalisation’ of eating habits
– Middle classes in emerging markets more exposed to Western
products through travel, the internet, influence of celebrity chefs
and TV
– Mature market consumers developing a greater taste for more
exotic ingredients and meal types

16. Australia Unlimited
Stakeholder interviews - topline findings
• Broad support for the concept of a National Food Brand
• Australia’s people and natural assets are seen as a
strong platform
• Diversity is the missing element
• Overlap between ‘Safe’, ‘Clean’ and ‘Green’
– ‘Sustainable’ and ‘Green’ mean different things to different people
• Core attributes are important but not very differentiating
– Apart from innovation?
• Innovation is a stretch from our current perceptions
16

17. What’s next?
17
International market
trade interviews
(face to face)
International market
consumer surveys
(online)
China Indonesia India Japan UAE USA

18. Hypotheses to be tested
• ‘Clean, green and safe’ is a credible positioning for
Australian food and beverages internationally
• Australia is well placed to compete at the premium end of
the food and beverage market
• Diversity of produce helps differentiate Australia from other
countries e.g. NZ
• Innovation is another potential differentiator

19. Australia Unlimited
What then?
• A national food brand positioning and identity
• Develop, test and launch in 2014

20. Australia Unlimited
What will success look like?
• A strong brand positioning that resonates within Australia
and in international markets
– Perception matches truth
• Coordinated messages across states and industry
– Individual brands working strongly under the Australian brand
• Ownership and advocacy from all stakeholders
– Giving the brand its own momentum
• A unified Australian approach in marketing ourselves to
the rest of the world
– Delivering a competitive advantage

21. Australia leads on safe, sustainable and healthy food
21
Attribute Australia Malaysia US China France Brazil Canada
Good value 32% 21% 30% 31% 20% 24% 24%
High quality 37% 14% 41% 12% 42% 18% 34%
Expensive 21% 10% 39% 8% 41% 18% 24%
Safe 39% 17% 34% 13% 31% 19% 36%
Sustainable 31% 15% 19% 13% 20% 21% 25%
Good taste 27% 18% 28% 20% 30% 27% 24%
Healthy 30% 13% 21% 12% 22% 18% 26%
None of these 2% 15% 4% 25% 3% 9% 4%
Don’t know 13% 25% 8% 12% 12% 18% 15
Reputation Institute Report, N=7,409
Q5004. Which of the following attributes do you associate with food products from each of the following seven countries?

22. Thank you