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Harnessing Provenance – What telling the story of your ‘provenance’ can mean for your business

Words by Petra Frieser, Local Harvest and FAN Gold Sponsor.

 

FAN (Food & Agribusiness Network) has an upcoming networking event, Harnessing Provenance, on the 21st June 2016, which explores the topic of ‘Provenance’.

With keynote speaker Brodee Myers-Cook, Editor-in-chief of www.taste.com.au, FAN members (and anyone else who would like to come along) get the opportunity to discover some of the latest food trends and the importance of harnessing provenance and the role it plays in the lifestyle, aspirations and connections of everyday Australians – your consumers and customers.

Many would wonder, “What is exactly is ‘provenance’ and why is it so important?” So I thought I would get on my soapbox and tell you what it is and why it is so important to you as both a food producer and as a consumer, and why you should get involved in this great workshop.

Quite simply, ‘provenance’ is ‘the origin or source of something’.

With regards to food, essentially this means where your food comes from, or where it is grown, raised or reared.

Provenance also relates to authenticity. In the instance of fruit and vegetables, this can also mean whether or not it is ethically grown, sustainable, environmentally friendly, minimal footprint etc. With livestock, it extends to suggest that the livestock is ethically raised, and there is a regard to animal welfare and humanity.

Telling your story has never been more important.

It is making that reconnection with the producer, making it more than just a product. It is connecting people (the consumer) with the producer, and the passion that goes behind producing quality fresh food.

People are hungry to hear your story (pardon the pun). The consumer wants to know where there food is from, they want to know that it is ethically raised/produced, sustainable, filled with nutrition, and so much more. They want to be able to make the choice and choose local if local is an option, and know that they are purchasing a quality product.

Let’s go one step further and then tell them about the passion and love that goes into the creation of this product – I haven’t met one producer who is not passionate about what they do – it is why they do it. The consumer needs to know this – everyone loves a great story!

This is also the case for any industry – not just food related industries – but where food is concerned, it is the story that restaurateurs can convey on their menus, stores can relate on their promotional material and regions can share to their visitors.

Your story of provenance needs to be strong, to connect them with what you do as a producer or business to deliver the quality product that you do. What it entails to bring that product to your plate and the passion it takes to get it there.

Generally the consumer does not think much about the process everyday produce has to go through to its final destination at the dinner table. But there is a shift in thinking. With the recent events in the milk industry, it has demonstrated just how the collective mindset can be moved to support local if they are informed.

Therefore, the most important thing that you can do for your business is to define your story, know what it is and convey it to your consumers, so that they can easily identify where your product comes from and the passion behind it that has delivered it to their plate.

Consumers want to support local, they value authenticity and will happily pay a premium if the product has strong provenance. They just need to know how.

Brodee Myers-Cook takes a look at these connections and discusses what food means to Australians today, and the shifts in food trends and how you can leverage this information to help design the story of your provenance.

Understand the current food triggers of the consumer, the rise of the ‘food’tographer’, the meaning of buzzwords such as ‘foodology’ and what it can mean for your food business.

This is a going to be a great networking event and will be the beginning of a series of networking events and workshops on the topic and I urge all of you to participate and see what telling the story of your provenance can mean for your business. If you are not a food industry – come along anyway – everyone has a story. Learn how to leverage your story to result in more sales.

Harnessing Provenance
Tuesday 21st June 2016 – 4pm
The Ginger Factory – 50 Pioneer Road, Yandina, QLD

Members: $15
Non Members $40

Click to Book Tickets

Some great stories of provenance to read so you can think about what your story is:

Tamworth Flyers

http://www.pebblesandpomegranateseeds.com.au/ethically-farmed-pork-definitely-tasting-better/

Naturaleza Farm

http://www.pebblesandpomegranateseeds.com.au/australian-grown-garlic-as-natural-as-naturaleza-farm/

Southern Cross Smallgoods

http://www.pebblesandpomegranateseeds.com.au/southern-cross-smallgoods-for-the-love-of-goat-farming/

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Dairy farmers to rally at Parliament House for better deal

Queensland dairy farmers and their supporters will rally outside Queensland parliament house today to call on retailers to put an end to the $1 milk price war and to set a sustainable price for fresh milk that provides a sustainable return to dairy farming families right across the nation.

Queensland Dairyfarmers’ Organisation (QDO) President Brian Tessmann states “The best way for Queenslanders to support local Queensland dairy farmers is to buy branded milk and dairy products as it adds value to the product and ensures our farmers are paid the fair price at the farm gate they deserve.”

Find out more on the rally here!

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Social media workshop captivates FAN

FAN social media presentation

SOCIAL marketing guru Michelle Mason, of Social Tap, provided an enthralling presentation to the Food and Agribusiness Network.

The presentation, which involved food and agriculture business members from the Sunshine Coast (including Noosa), Moreton Bay and Gympie regions, was held at The Ginger Factory in Yandina

Top tips for social media success from the evening included do not overcomplicate it, find five things relevant to your audience and “behind-the-scenes” snapshots are excellent for generating a community of interest around your business.

 

Read Sunshine Coast Daily’s full story on how digital marketing can work for you

 

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New website helps farmers to navigate disaster support

Farmers will now have access to more simplified information about localised support during natural disasters and drought, thanks to a new website developed by the Queensland Farmers’ Federation (QFF) and funded by the Queensland Government.

The farmerdisastersupport.org.au website presents the full cross-section of postcode specific financial and social wellbeing support available to farmers and primary producers, which will benefit the entire Queensland agriculture sector.

Agriculture Minister Leanne Donaldson commended QFF for developing this fantastic resource.

“During this record drought we have expanded financial and other assistance beyond farm business support to help farming families and farm communities,” Ms Donaldson said.

“This project has been funded from the Queensland Government’s Communities Assistance package and provides a handy central source to access the range of organisations providing assistance.”

Farmerdisastersupport.org.au was constructed through funding from the Department of Communities Child Safety and Disability Services.

Communities Minister Shannon Fentiman said the useful new resource would help farmers access information more easily following a disaster.

“Queensland farmers are the cornerstone of our state which is why it is particularly important that we support them in crisis situations to make sure they can get back on their feet,” Ms Fentiman said.

QFF CEO Ruth Wade said the website allowed farmers and primary producers to input their postcode, select their industry and then see results and services specific to their local area which prioritises on-farm and industry specific advice and support.

“It can often be confusing and overwhelming when trying to access assistance during drought and natural disasters. Much of the assistance on offer comes from a variety of organisations and different levels of government and these can often be difficult to navigate,” Ms Wade said.

“What this website is designed to do is collate all these services and support networks into an easily negotiable, up to data set of localised results.

“QFF has worked closely with the Queensland Government and its industry member organisations to ensure we have delivered a service that will help everyday farmers access the support that is available to them.

“In Queensland we have had a long association with cyclones, floods and of course drought, with many farmers having to endure one event after another.”

Visit the website now: farmerdisastersupport.org.au

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Mieke’s sprout-fed beef is a real treat

BEEF stud-cattle breeder and producer Mieke Fortune says prosperity and the economic strength of the region depends on our ability to support each other and primary producers.

“If you really want to leave your mark on this world, worry about your children, worry about your local community,” she said.

“The world would be a better place if everyone looked after their own community and spent their money there.”

Read full article on the Sunshine Coast Daily website

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FAN Launch – Networking Fanfare for the Food & Agribusiness Industry

The Food and Agribusiness Network (FAN) is a newly formed membership based not-for-profit company set up by the industry to support the food and agribusiness industry within the Greater Sunshine Coast Region (Sunshine Coast, Noosa, Moreton Bay and Gympie). Major FAN sponsors in its inaugural year include Sunshine Tropical, Gourmet Garden, Wimmers, Coyo, Epicurean Products, Tropico, Buderim Ginger, RADAQUA and Nutworks

FAN Chairman, Andrew Eves-Brown, also the Chief Operating Officer for Gourmet Garden recently awarded the Outstanding Business Person of the year at the Sunshine Coast Business Awards will be hosting a FAN launch event on the 3rd of December from 4pm and local Chef Matt Golinski will be catering.

The FAN launch will be an invitation only networking event exclusively for the food agribusiness industry. It will be held at Gourmet Garden’s herb processing facility in Palmwoods. The launch will include a factory tour, opening address by Mayor Mark Jamieson, a vision for FAN by Andrew Eves-Brown and the Sunshine Coast University will share the key findings extracted from a recently conducted food and agribusiness research paper called ‘Building the Links’.

The launch will be a perfect opportunity to find out more about becoming a Member of FAN and to meet with other Members of the industry, often facing similar business issues. “It’s an excellent opportunity for local food and agricultural businesses to join FAN so that together we can help grow the industry. The Sunshine Coast epitomises the image that the food and agribusiness industry wants to portray. It represents the clean, fresh, sustainability of the area – the true Natural Advantage” said Andrew Eves-Brown, FAN Chairman.

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High Profile Industry Launch Event Ticket Sell Out!

All set to be a Networking Fanfare for the Food & Agribusiness Industry

The Food and Agribusiness Network (FAN) is a newly formed membership based not-for-profit company set up by the industry to support the food and agribusiness industry within the Greater Sunshine Coast Region (Sunshine Coast, Noosa, Moreton Bay and Gympie). FAN Chairman, Andrew Eves-Brown, also the Chief Operating Officer for Gourmet Garden recently awarded the Outstanding Business Person of the year at the Sunshine Coast Business Awards is delighted that the launch event with local Chef Matt Golinski catering has sold out which an overwhelming response from industry.

The FAN launch is an invitation only networking event exclusively for the food agribusiness industry. It will be held at Gourmet Garden’s herb processing facility in Palmwoods. The launch will include a factory tour, opening address by Mayor Mark Jamieson, a vision for FAN by Andrew Eves-Brown and the Sunshine Coast University will share the key findings extracted from a recently conducted food and agribusiness research paper called ‘Building the Links’.

The launch will be a perfect opportunity for the industry to start working together better as often businesses are facing similar business issues. “It’s an excellent opportunity for local food and agricultural businesses to join FAN so that together we can help grow the industry. The Sunshine Coast epitomises the image that the food and agribusiness industry wants to portray. It represents the clean, fresh, sustainability of the area – the true Natural Advantage” said Andrew Eves-Brown, FAN Chairman.

ENDS

For further information please contact Andrew Eves-Brown, FAN Chairman and also Chief Operations Officer of Gourmet Garden

t +61 7 5453 2542 |  m +61 0 403 795 899 [email protected]

 

 

Food & Agribusiness Network No Comments

FAN Launch – Networking Fanfare for the Food & Agribusiness Industry

The Food and Agribusiness Network (FAN) is a newly formed membership based not-for-profit company set up by the industry to support the food and agribusiness industry within the Greater Sunshine Coast Region (Sunshine Coast, Noosa, Moreton Bay and Gympie). Major FAN sponsors in its inaugural year include Sunshine Tropical, Gourmet Garden, Wimmers, Coyo, Epicurean Products, Tropico, Buderim Ginger, RADAQUA and Nutworks

FAN Chairman, Andrew Eves-Brown, also the Chief Operating Officer for Gourmet Garden recently awarded the Outstanding Business Person of the year at the Sunshine Coast Business Awards will be hosting a FAN launch event on the 3rd of December from 4pm and local Chef Matt Golinski will be catering.

The FAN launch will be an invitation only networking event exclusively for the food agribusiness industry. It will be held at Gourmet Garden’s herb processing facility in Palmwoods. The launch will include a factory tour, opening address by Mayor Mark Jamieson, a vision for FAN by Andrew Eves-Brown and the Sunshine Coast University will share the key findings extracted from a recently conducted food and agribusiness research paper called ‘Building the Links’.

The launch will be a perfect opportunity to find out more about becoming a Member of FAN and to meet with other Members of the industry, often facing similar business issues. “It’s an excellent opportunity for local food and agricultural businesses to join FAN so that together we can help grow the industry. The Sunshine Coast epitomises the image that the food and agribusiness industry wants to portray. It represents the clean, fresh, sustainability of the area – the true Natural Advantage” said Andrew Eves-Brown, FAN Chairman.

ENDS

For further information please contact Jacqueline Wilson-Smith, FAN Secretary and also Gourmet Garden, Head of Innovation & Marketing  [email protected] Mobile 0408997437 or direct line 07 54450961

 

 

 

More details about FAN

AGRIBUSINESS was identified as one of the 7 High Value Industries for the Sunshine Coast (Regional Economic Development Strategy – REDS).

FAN endeavours to tap into increased demand for food and agricultural resources – both locally and globally.

FAN core values include:

#FAN is greater than the sum of its parts, we believe as a collective we can achieve more together.

#FAN provides a clear, strong and united voice for the business community by working across the production to consumption value chain to improve the regions business environment.

#FAN is the meeting point where the food and agribusiness industry members are encouraged to meet, share ideas, innovate and collaborate to grow their business, and in so doing, the regional economy.

#FAN is not constrained by geopolitical boundaries – it brings together dynamic businesses from across the Greater Sunshine Coast Region.

#FAN brings together industry, academic research and knowledge to benefit its’ members and to grow the food and agribusiness sectors in the region.

FAN will grow to be the central point of contact for the industry, so by joining FAN there will be many benefits for its members and support for businesses affiliated to the industry. Annual Membership fees are required to enable FAN to continue its core purpose of helping the industry grow