A new research report analyses how Australian farmers can capitalise
on opportunities to supply overseas markets where consumers are willing
to pay higher prices for quality local food products. It finds that
farmers can benefit from collaborating both to produce high value goods
and to protect their provenance brands in international markets.
The
study, funded by the Rural Industries Research and Development
Corporation (RIRDC) and conducted by researchers William van Caenegem,
Jen Cleary and Lucie Tréguier, examines the mechanisms for provenance
brand protection in the key export markets of China and Japan, along
with options for Australia to better take advantage of the protection
offered by such systems.
“Consumers are increasingly seeking
quality foods with a local story and a familiar brand which they trust,
but these brand values are constantly threatened by free riders and
those making false claims about provenance, ingredients and practices,”
said William van Caenegem, principal author of the report.
“To
adequately protect their investment, it is essential that Australian
producers adopt a legal strategy with proactive registration of marks
and brands, effective policing and a visible effort at enforcement. They
should choose an appropriate collaborative legal vehicle to underpin
their investment, and rely on both technological and legal solutions to
maximise protection."
Rural Industries Research and Development
Corporation (RIRDC) Managing Director, John Harvey said, “The report
will be a valuable resource for farmers and agricultural groups by
providing them with a better understanding of the legal systems
available to protect their provenance brands in key Asian markets.
“It
will also help inform discussion between industry and government
decision makers in relation to Australia’s own approach to domestic
Geographical Indications protection."
This study compliments a
report released earlier this year by RIRDC that examined technological
options for validating the authenticity of Australian agricultural
products.
The Project Summary titled ‘
Local to Global: Provenance
Branding and Farmer Co-operation for High Value Export Markets’ can be
downloaded
here
The full Report titled ‘
Local to Global: Provenance
Branding and Farmer Co-operation for High Value Export Markets’ can be
downloaded
here