YOUR MARKET
How to...
create, document and tell your product provenance story
BY JAYNE GALLAGHER, HELEN JOHNSTON, EMILY MANTILLA, GENEVIEVE DRURY HONEY AND FOX PTY LTD
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ow, more than ever, consumers are demanding to know more about where and how their food and fibre is produced. Building provenance and storytelling can play a critical role in sustaining, increasing or expanding market share for Australian products. It is no longer just relevant for niche or boutique product offerings and is now a mainstream marketing approach for supermarkets and well-known clothing chains. It is also an evolving trend not just confined to international markets and consumers; increasingly, it is key to improving connectivity with Australian consumers who want to understand the who, the where and the how behind their food and fibre they consume. AgriFutures Australia have delivered a suite of resources focused on the options for Australian producers to build provenance and improve storytelling to better interact with domestic and overseas consumers both now and into the future. Following is a snapshot of their Stories for success guide.
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WA Grower WINTER 2020
Australian consumers want to understand the who, the where and the how behind the food they consume.
