DESIGNED as a symbol for consumers to recognise as a unique endorsement, the Barossa Trust Mark is essentially a guarantee and assurance of quality.
It evolved from discussions about how to elevate promotion of the Barossa brand platform beyond the traditional communication channel for regions.
"Consumers look for clues to help them choose a product they can rely on; one that will live up to the expectations created around it and won't let them down," inaugural BTM chair Linda Bowes said.
"This is what the trust mark provides them. It signals that the particular wine, food or tourism experience will deliver on what it promises and gives consumers confidence in their selection."
BTM is founded on five value pillars on which applicants are assessed: origin, integrity, quality, environment and community.
Click the image above to view more photos from the event.
The trust mark is only applied to individual products and experiences which meet a standard of excellence across these values. They are reviewed by an independent five-member adjudication panel before being recommended to the BTM board.
"This is the culmination of three years' work," Ms Bowes said.
"And innovative though it - the concept - might be((x2026))… that was the easy part.
"All the criteria, infrastructure, policies, rules, legals - all that stuff behind it has taken an enormous amount of time and energy
"It's that rigour ... that makes the integrity of the BTM right.
"It says directly to consumers: you can rely on this offering; it will live up to your expectations; it is the Barossa's promise kept."
Agriculture Minister Leon Bignell, who presented the inaugural recipients with specially made glass trophies from JamFactory, said the trust mark put forth a sense of authenticity to consumers for its products and services.
"It's a guarantee that what you buy has been through a series of judgements worthy of the trust mark, based on those five pillars," he said.
"The Barossa does have a wonderful community, a community that comes up with ideas of its own and comes knocking on the doors of government."
Trust mark licensees now have the opportunity to benefit from a collaborative marketing approach designed to bring core values of the Barossa to local and international consumers.
"This is just the beginning," Ms Bowes said.
"We will continue to seek applications from all eligible Barossa businesses so we can recognise and promote as one, the exceptional standards reflected in these Barossa experiences."
She said that, for licensees, the mark was a clear differentiator in a crowded marketplace.
"It speaks directly to consumers on an emotional level, adds authority to the other positioning clues such as label, design, description and testifies to the product's truthfulness," Ms Bowes said.
Food licensees: Apex Bakery 1924 Dough Ferment Loaf, Hutton Vale Farm Lamb and Linke's Central Meat Store Mettwurst.
Wine licensees: Elderton Wines Command Shiraz, Gibson Wines Australian Old Vine Collection Barossa Shiraz, Glen Eldon Wines Dry Bore Shiraz, Henschke Hill of Grace, Langmeil Winery Valley Floor Shiraz, Jacob's Creek Steingarten Riesling, Jacob's Creek Centenary Hill Shiraz, Peter Lehmann Wines Margaret Semillon, Rockford Wines Basket Press Shiraz, Schild Estate Moorooroo Limited Release Shiraz, Seppeltsfield Winery Para 100 Year Old Vintage Tawny and St Hallett Old Block Shiraz.
Tourism licensees: Barossa Experience Tours, Barossa Farmers Market, Barossa Taste Sensations, Barossa Unique Tours, Barossa Valley Ballooning, Jacob's Creek Visitor Centre, Pindarie Cellar Door, Seppeltsfield Centenary Tour, Seppeltsfield Vineyard Cottage and Whistler Farm.
* Full report in Stock Journal, October 2, 2014 issue.