Farm Guide VIC : 2014-15
49 Livestock Promoting the quality of Australian Agriculture Farming is the lifeblood of Australia’s rural and regional communities. It delivers to Australian consumers a safe, secure and quality food source in addition to providing almost 1.6 million jobs for Australians throughout the supply chain. Victoria’s food and agriculture industries are the largest export sectors in Australia. Food and fibre exports are valued at more than $ 9.4 billion which accounts for 29% of Australia’s total exports. To increase the demand for Victorian agricultural produce, there is a need for the industry to be promoted in both local and international markets. Promoting the quality of Victorian produce will highlight the production of safe, high quality products yields and provide a greater return on investment for producers. By focussing on targeted industry events and awards that recognise premium products we can raise awareness of Australia’s food and fibre production and the profile of Victorian agriculture. These events may also assist in increasing the international presence of Australia’s agriculture by proving credibility with a recognised seal of quality. The Royal Agricultural Society of Victoria (RASV) works closely with industry to provide opportunities to promote excellence, with an annual events and awards program that attracts entries from Australia and around the world. Many of the events are multifaceted and include industry award programs, consumer focused activity, exhibitor feedback, buyers events and promotions. In addition, the Royal Melbourne Show provides industry (particularly beef, dairy, sheep and fleece) with an important platform to benchmark and celebrate quality. This has the potential to translate into more revenue for producers by increasing demand, and therefore price, for featured products. While the future of agriculture relies heavily on producing and promoting high quality products it is also reliant on consumer education and awareness.