A FRESH, consistent, and distinctly Australian look is part of a new campaign by Dairy Australia to enhance the global positioning of key dairy export markets to be launched across China, Japan and Southeast Asia from July.
For an increasingly competitive international trade environment, the Victorian Government funded the joint initiative ‘Thrive Together’ to strengthen the international profile of Australian dairy through promotional activities overseas in key Asian markets.
Five key thematic areas of focus include relationships, agility, quality, sustainability and place, that will be used across digital, social media, webinars and material targeting trade media to engage and educate key business partners.
Life stories of dairy farmers will showcase the unique and diverse attributes of the industry.
Dairy Australia’s general manager of trade and industry strategy, Charlie McElhone, said “thanks to the Victorian Government’s support, this trade messaging initiative will really help exporters strengthen their proposition with global trade partners”.
“The overarching message to our key markets is that the Australian dairy industry is a reliable trade partner that is committed to delivering safe, premium products that they can trust,” he said.
Australian dairy exporters will benefit from the use of a trade toolkit, including videos, images, fact sheets, and brochures created to assist in communicating key messages to their customers.
It will continue to be updated with new resources, responding to the needs of exporters over the course of the project.
Agriculture minister, Gayle Tierney, said dairy was a vital export industry for our state, with Victoria contributing $2.6 billion of Australia’s $3.3bn dairy exports in 2020-21.
“We are proud to support our progressive and efficient dairy industry, with $2 million in funding for Dairy Australia’s innovative ‘Thrive Together’ campaign,” she said.
Australia produces approximately 8.5bn litres of milk per year, 32 per cent of which is exported to over 100 countries.
Of these exports, 88 per cent is bound for Asian markets including China, Japan, Vietnam, Thailand, Indonesia, Singapore and Malaysia.
According to the Australian Bureau of Statistics, these exports represented $3.3bn to the Australian economy in 2020/21, contributing to a more competitive farm gate milk price for farmers.
Learn more about Thrive Together at dairyaustralia.com.au/thrivetogether
