Correct marketing can pay dividends

Correct marketing can pay dividends


Marcus Oldham Multimedia
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While economy of scale has been widely promoted as a survival strength, there is growing appreciation for the role marketing is playing in securing trade partnerships in agriculture.

While economy of scale has been widely promoted as a survival strength, there is growing appreciation for the role marketing is playing in securing trade partnerships in agriculture.

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Farmers are quite literally getting smarter and more efficient with a host of new skills. Many undertake courses to up-skill and the young are returning with qualifications and experience in business, trade and marketing. Technology is connecting those on the land to their customers like never before.

Marketing reports, price updates and consumer trends are readily available and taken advantage of by producers. The agricultural industry is increasingly aware and responsive to consumer demands and as a result, marketing has never been so important.

Nicole Gilder is passionate about marketing Australian agriculture overseas.

Nicole Gilder is passionate about marketing Australian agriculture overseas.

Producers are taking greater control of supply chains by value adding products, resulting in consumer-focused production and marketing.

Nicola Gilder

By focusing on consumer demand, they are able to target particular markets and receive higher premiums.

The importance of marketing is not limited to domestic markets. Australian agriculture relies heavily on the export market and no longer are corporates the only traders. The opportunity for small business also there for them to export their products. After recently returning from an international trade and marketing tour, a clear message was to not sit idle but continue marketing our premium and niche products. While Australia’s message of “clean and green” products is well received, we must continue marketing our products successfully to maintain the reputation of our brand. Growing up on a large beef operation, I intend to market premium Australian beef to the growing Chinese market.

Farmers are quite literally getting smarter and more efficient with a host of new skills.

Whether it’s marketing a particular product or the entire industry, Australian agriculture must continue working to maintain the reputation of its quality products in the domestic and international market.

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