Australian govt launches ambitious food branding campaign

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Australian govt launches ambitious food branding campaign

The Australian Federal Government aims to increase demand for the country's food products through a new "Brand Australia" campaign, as part of a national food plan that seeks to boost agricultural and food-related exports by 45% in the next 12 years. australiaGrownLogo

The campaign will focus on Asia's rapidly rising middle class, working with industry and Austrade for various initiatives, including a study of international perceptions about Australian food and various digital campaigns and media tours to raise awareness about the country's food production, technology and manufacturing credentials.

"Australian food is already widely known as safe and of high quality," Minister for Agriculture, Fisheries and Forestry Senator Joe Ludwig said in a release.

"We’re going to make sure the Aussie mark is on our goods overseas, getting a high price for our food and capturing more of the market - as our food enters new countries and markets we need to make sure our strong reputation precedes us."

Trade Minister Craig Emerson said the brand would help Australia deliver on objectives from the 'White Paper on Australia in the Asian Century'.

"Australia’s second great economic transformation involves creating and exporting high–end products – including processed foods – with a global reputation for quality, innovation and clean, green preparation," he said.

The government plans annual investments of AUD$700 million (US$672 million) in rural research and development - up from $459 million (US$440 million) in 2011-12 - and has budgeted AUD$28.5 million (US$27.36 million) in an Asian Food Markets Research Fund.

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