The National Food Brand initiative was launched in 2013 by the Department of Agriculture. Austrade was appointed to deliver a 2-year project that would develop a national food brand for Australia.

1. NATIONALFOODBRAND
INTERNATIONALRESEARCH
RESULTS
MAY2014

2. TODAY’S AGENDA
1 Background and research design
Context – recap of previous research2
Key findings3
Growth opportunities4
2
How do we operationalise it?5
Summary6

3. 1
BACKGROUND

4. Identify and
summarise relevant
completed or ongoing
research by:
• industry
• industry
associations
• RDCs
• Department of
Agriculture
• States and
Territories
4
1. DESKTOP
RESEARCH
2. AUSTRALIAN
STAKEHOLDERS
3. INTERNATIONAL
QUALITATIVE
4. INTERNATIONAL
QUANTITATIVE
Interviews with
Australian industry
and government
stakeholders
Interviews with trade
influencers e.g
buyers, wholesalers,
importers, hospitality
decision makers,
bloggers
Online research with
consumers
NATIONAL FOOD BRAND RESEARCH PROGRAM

5. THIS PHASE
5
INTERNATIONAL
MARKET TRADE
INTERVIEWS
(FACE TO FACE)
N = 24
INTERNATIONAL
MARKET CONSUMER
SURVEYS
(ONLINE)
N = 6000
CHINA INDONESIA INDIA JAPAN UAE USA

6. 2
CONTEXT:
RECAP OF
PREVIOUS
RESEARCH

7. GLOBAL BRAND AND MARKETING TRENDS IN FOOD IN 2013
7
PROVENANCE
FOOD MADE FROM SCRATCH
SUSTAINABILITY
FOODAND EXPERIENCE
ARTISANALFOODS
IN-HOUSEAND HOMEMADE
HEALTHAND WELLNESS
PREMIUMALCOHOLIC DRINKS

8. Broad support for the concept of a national food brand
Australia‟s people and natural assets are seen as a strong platform
Overlap between „safe‟, „clean‟ and „green‟
-- „sustainable‟ and „green‟ mean different things to different people
Core attributes are important but not very differentiating
• Diversity
• Innovation?
-- Innovation may be a stretch given current national perceptions
8
AUSTRALIAN STAKEHOLDER CONSULTATIONS

9. 3
KEY FINDINGS

10. FOOD INFLUENCERS’ KEY TRENDS ARE DRIVEN STRONGLY BY MARKET
MATURITY: UNDERLYING THEMES ARE OFTEN SIMILAR BUT EXPRESSION IS
DIFFERENT
10
Market maturity
Emerging Mature
Eat healthy
Organic
Sustainable
Provenance as safety
Value
Eating out
New cuisines
Variety
Convenience
Quality measured as look
and taste
Quality measured as
ingredients/processes
Provenance as
authenticity and
discernment

11. THE FRAMEWORK FOR CONSIDERATION
Symbolism
Language of emotion,
communicating with the intuitive
brain.
Know-how
Credentials and expertise, gives a
brand right to play in the category.
Differentiation
Recognisable and defendable
difference that‟s relevant to
consumer needs.
Alignment
Consistent message and emotion
across all brand touch points.
Momentum
Brand vitality, continual evolution
and innovation to keep consumers
engaged.
Emotion
Brand meaning and purpose,
beyond the tangible.
Nexus
Emotive linkage, connecting every
layer of the brand‟s image.
Unity
Cohesive brand architecture
uniting the brand family.
11

12. KEY FINDINGS: OVERVIEW
The research has highlighted significant growth opportunities
in terms of both markets and categories
We are well regarded but not well differentiated
Significant benefits of speaking with one voice
The only credible and consistent positioning that works is to
use what people already know about Australia
12

13. AUSTRALIA LACKS DIFFERENTIATION IN THE FOOD LANDSCAPE – BUT SO DO
MOST NATIONS. ONLY FRANCE, GERMANY AND JAPAN REALLY STAND OUT
13

14. POTENTIALPOINTSOFDIFFERENTIATIONARE DIFFERENTINEACH MARKET
WEARE NEITHER DIFFERENTIATED NORALIGNED
14

15. ALTHOUGH AUSTRALIA IS WELLASSOCIATED WITH THE CORE VALUES,
OTHERS ARE AS STRONG OR STRONGER
15
New
Zealand
Canada
South
Africa
USA France Italy Spain Australia China India Indonesia Japan
It has the right climate to grow a range of great food
This country produces food in a clean or unpolluted
environment
Farmers and food producers in this country use research
and innovation to improve quality
It produces food that looks good
It produces food that tastes good
The processes used to produce food from this place make
it safe to eat
I can trust food from this country to be free of
contaminants or harmful ingredients
If I see products that include ingredients from this place I
am more likely to buy them
Produces food in an environmentally responsible way
Food from this country contains only natural ingredients
Food from this country contains only the highest quality
ingredients
Food from this country is good value for money
Know-how

16. AUSTRALIA LACKS DIFFERENTIATION IN THE FOOD LANDSCAPE – BUT SO DO
MOST NATIONS. ONLY FRANCE, GERMANY AND JAPAN REALLY STAND OUT
16

17. 45
39
33
28
20
15
14
12
12
11
40
40
29
24
18
15
14
14
11
9
HOW WELLARE WE ASSOCIATED WITH THE CATEGORIES?
AUSTRALIAISTHE LEADER FOR BOTH BEEFAND LAMBANDALSO
STRONG FOR OTHER MEATS. INFLUENCER COMMENTS INDICATE THATTHIS ISAMEASURE
OF BOTH QUALITYAND CONSISTENT COMMUNICATION
USA
Australia
Japan
New Zealand
Indonesia
China
Canada
India
Brazil
France/Argentina
OVERALL
Australia
New Zealand
India
USA
China
Japan
Canada
France
UAE
Brazil/Indonesia
USA
Australia
Japan
India
New Zealand
China
Canada
France
Indonesia
Brazil
Base: Beef (n=1184), Lamb & mutton (n=888), Other meats (n=1067)
CM3d Using the scale shown [0 to 10], when you take into account everything you look for in <category>, how do you rate the <category> from each country below? [Top 4 box = ratings 7 out of 10 or
above]
BEEF LAMB & MUTTON OTHER MEATS
COUNTRIES RATING - TOP 4 BOX
Know-how
“MLA is strong here and we hear a lot from them. So that is all
most people know. At things like the Gulfood Festival I am
always pleading that we see a broader range” UAE stakeholder)
38
31
28
22
21
21
15
12
12
11
TOWARDS A NATIONAL FOOD BRAND | 17
17

18. 40
40
36
32
31
27
21
19
18
16
35
32
30
26
19
15
15
13
11
11
43
32
32
27
23
21
19
19
17
14
18
HOW WELLARE WE ASSOCIATED WITH THE CATEGORIES?
AUSTRALIA IS STRONG FOR DAIRY – BUT OUTPERFORMED BY USA, NEW
ZEALAND AND EUROPE
USA
New Zealand
Australia
Japan
India
Canada
Indonesia
Scandinavia
France
UAE
MILK CHEESE
OVERALL
USA
France
Italy
New Zealand
Australia
Scandinavia
Japan
Canada
India
Spain
OTHER DAIRY
PRODUCTS
USA
New Zealand
Australia
Japan
France
India
Canada
Italy
Scandinavia
Indonesia
Base: Milk (n=1530), Cheese (n=1322), Other dairy products (n=1337)
CM3d Using the scale shown [0 to 10], when you take into account everything you look for in <category>, how do you rate the <category> from each country below? [Top 4 box = ratings 7 out of 10 or
above]
COUNTRIES RATING - TOP 4 BOX
Know-how

19. 42
36
24
23
20
18
17
16
13
13
50
36
22
20
20
19
19
18
17
14
AUSTRALIA IS HIGHLY REGARDED FOR BOTH SNACKS AND BABY FOOD
BUTTHE USAAND JAPAN/NEW ZEALAND OUTPERFORM IT. INNOVATION IS IMPORTANT
TOTHESE CATEGORIES – REINFORCING THE NEED TO MAINTAIN CREDENTIALS
19
USA
Japan
Australia
China
India
France
Indonesia
Canada
Italy
New Zealand
OVERALL
USA
Japan
India
China
Italy
Indonesia
France
Australia
Canada
Thailand
USA
New Zealand
Australia
Japan
Indonesia
India
France
Canada
China
Germany
Base: Snacks (n=1305), Preserve (n=1207), Baby food (n=765)
CM3d Using the scale shown [0 to 10], when you take into account everything you look for in <category>, how do you rate the <category> from each country below? [Top 4 box = ratings 7 out of 10 or
above]
PRESERVE, SAUCE & CONDIMENTSNACKS BABY FOOD
Know-how
COUNTRIES RATING - TOP 4 BOX
“Japan does snacks so well”
(US stakeholder)
48
37
35
28
25
20
19
18
16
14

20. 4
GROWTH
OPPORTUNITIES

21. Milk 58 52 60 55 55 49
Cheese 62 46 56 34 53 39
Other Dairy
Products
42 48 57 37 51 42
Wine 64 67 63 34 45 38
Beer & Spirits 45 44 57 36 50 33
Soft Beverages 32 42 57 32 44 30
Fruits & Nuts 35 35 51 34 43 37
Vegetables 31 41 52 54 46 42
Seafood 44 46 63 45 50 51
Beef 47 59 63 47 66 55
Lamb & Mutton 47 59 56 36 74 57
Other Meats 33 52 62 46 68 54
Wheat Products 37 36 51 28 41 28
Grains & Pulses 41 40 51 39 41 27
Edible Oils 50 42 58 35 49 37
Snacks 35 46 57 31 49 29
Preserves 35 46 61 33 50 28
Baby Foods 78 64 77 68 57 64
21
OVERALLOVERALL
CategoryImportanceSummary
INDONESIA JAPAN UAEINDIACHINA USA
Engaged
with the
category

22. BABY FOOD, WINE, CHEESE AND MILK ARE ALL AREAS TO DRIVE APREMIUM IN
CHINA
22
CHINA
OPPORTUNITIES – level of importance of provenance
1 0 0 1 3 1 2 2 1 0 2 1 2 1 2 2 2 31 5 4 9
14 18 13 12 17 13
22 21 18 18 20
27 25 29
15
26 30
29
26 27 33 32
34 40
27 27 35 38 31
25 34 26
4
4 3
3
7 8 5 9 4 4 8 14
10 8 12 13
7 12
67
54
60 52 42 41 39 37 35
38 34 32 32 32 27 23 27 22
10 10
2 6 8 6 7 8 9 4 7 5 4 3 8 10 5 9
Exclusive
Divided Involved
Routine
Divided Uninvolved
Indifferent
Frustrated
High Medium Low
TOWARDS A NATIONAL FOOD BRAND |

23. BABY FOOD, WINE AND SEAFOOD ARE IMPORTANT
INDIANS ARE TYPICALLY MORE ENGAGED ACROSS CATEGORIES
INDIA
2 2 2 1 3 3 5 3 3 1 3 2 3 2 6 5 3 3
6 8 11 19 14 9
13 12 12
10 12 11 11 16
19 14 17 1712
22 14
10 10 18 10 14 19 26 21 21 16 12
10 20 15 15
3
6 10 8 10 9 12 12 9 5 8 9 14 14
13
9 14 15
61
55
37 43 39
44
31
35 40
50
34 38 40 34 24
32 32
24
16
8
25 20 23 18
29 23 18
7
23 19 16 22 28
20 20
27
Exclusive
Divided Involved
Routine
Divided Uninvolved
Indifferent
Frustrated
High Medium Low
OPPORTUNITIES – level of importance of provenance
TOWARDS A NATIONAL FOOD BRAND | 23

24. 24
MEAT AND BABY FOOD ARE THE CRITICAL AREAS IN THE US,
ALTHOUGH SEAFOOD AND MILK ARE CLOSE
USA
0
7 3 6 4 3 2 3 4 0 2 3 1 1 4 3 2 4
16
10 20 15 17 20 25 22 21 21
26 25 28 29
30 31 33 326
18 8 8 14 7
14 15
25 35 23 18 21 14
16
23 20 17
14
9 13 17
14 20
16 17
12
5 12 17
18 26 21
15 17 19
15
40
17 17
24
14
14 18
24
31 26
18
20 12 11 10 16 15
49
17
39 37
26
36
28 25
14
7 11
19
12 18 18 18 12 13
Exclusive
Divided Involved
Routine
Divided Uninvolved
Indifferent
Frustrated
High Medium Low
OPPORTUNITIES – level of importance of provenance
TOWARDS A NATIONAL FOOD BRAND |

25. Milk
19.2 12.6 7.9 2.6 5.3 1.5
Cheese
14.5 12.5 7 3.2 6 1.1
Other Dairy
Products 14.4 12.7 6.5 3.7 4.3 1.2
Wine
8.2 7.8 7.3 3.6 8.6 5.3
Beer & Spirits
4.2 6.9 9.8 1 6.4 4.5
Soft Beverages
6.6 8.1 6 2.2 3 1.5
Fruits & Nuts
7.6 7.3 5.9 4 4.7 1.9
Vegetables
7.1 4.4 4.2 1.8 4.6 1.3
Seafood
12.7 4 5.2 1.5 2.9 2.3
Beef
12.4 23.9 8.9 15.5 16.4 1.7
Lamb & Mutton
20 17.8 5.7 18.6 14.3 11
Other Meats
10 16.5 5.3 5.5 14 1.9
Wheat Products
5.4 6.1 3.7 5 2.2 0.7
Grains & Pulses
7.6 4.8 4.4 3.4 3.2 1.1
Edible Oils
6.5 4.6 2.6 1.1 2 0.7
Snacks
9.4 4.3 5.2 1.1 4.1 1.4
Preserves
5.4 2.5 4.5 1.2 3.3 0.9
Baby Foods
17.2 6.7 5.7 0 5.3 2
25
OVERALLOVERALL
SHAREOFCONSUMERSENTIMENT
19.2 12.6 7.9 2.6 5.3 1.5
14.5 12.5 7 3.2 6 1.1
14.4 12.7 6.5 3.7 4.3 1.2
8.2 7.8 7.3 3.6 8.6 5.3
4.2 6.9 9.8 1 6.4 4.5
6.6 8.1 6 2.2 3 1.5
7.6 7.3 5.9 4 4.7 1.9
7.1 4.4 4.2 1.8 4.6 1.3
12.7 4 5.2 1.5 2.9 2.3
12.4 23.9 8.9 15.5 16.4 1.7
20 17.8 5.7 18.6 14.3 11
10 16.5 5.3 5.5 14 1.9
5.4 6.1 3.7 5 2.2 0.7
7.6 4.8 4.4 3.4 3.2 1.1
6.5 4.6 2.6 1.1 2 0.7
9.4 4.3 5.2 1.1 4.1 1.4
5.4 2.5 4.5 1.2 3.3 0.9
17.2 6.7 5.7 0 5.3 2
INDONESIA JAPAN UAEINDIACHINA USA

26. BUT WHICH WAY DO WE GO?
26

27. PERCEPTIONS OF FOOD PROVENANCE ARE OFTEN DRIVEN BY
BROADER FACTORS – LIKE CULTURE, GEOGRAPHY AND ‘SOFT POWER’
Our hero brands
and industries:
Mining
Cochlear
Penfolds
Ugg
Vegemite
Hugh Jackman
27
THEAUSTRALIAN TOURISM INDUSTRY HAS SUCCESSFULLY IMPLEMENTED
THISAPPROACH WITHAUNIFIEDAUSTRALIAN BRAND POSITION
OUR
PEOPLE

28. IN THIS BROADER PERSPECTIVE, AUSTRALIA IS WELL DIFFERENTIATED.
ANY POSITIONING THAT IGNORES THIS WILL STRUGGLE TO GAIN TRACTION –
EVEN WITH SIGNIFICANT RESOURCING.
28
Source: TNS: Building Brand Australia Research
TOWARDS A NATIONAL FOOD BRAND | 28

29. AUSTRALIA ON THE WORLD STAGE
29
Our strongest attributes in G8 countries
Source: Reputation Institute: Country RepTrak 2013
NEED TO SHIFT PERCEPTIONS OFAUSTRALIA IN THISAREABEFORE IT COULD BEA
DEFININGATTRIBUTE OFANATIONAL FOOD BRAND
PHYSICAL BEAUTY
LIFESTYLE
ENJOYABLE
FRIENDLYAND WELCOMING
PHYSICAL BEAUTY
LIFESTYLE
ENJOYABLE
EDUCATION DESTINATION
In non-G8 countries
TECHNOLOGY
BRANDAND INNOVATION
In both G8 and non-G8 countries, we lag behind on

30. 5
HOW DO WE
OPERATIONALISE THIS?

31. ATTRIBUTES OF AUSTRALIAN FOOD PRODUCTS
Although we know that the core values are not in themselves differentiating – we do know that they are
credible. By retaining them we show „know-how‟
31
ATTRIBUTED AUSTRALIA MALAYSIA US CHINA FRANCE BRAZIL CANADA
GOOD VALUE 32% 21% 30% 31% 20% 24% 24%
HIGH QUALITY 37% 14% 41% 12% 42% 18% 34%
EXPENSIVE 21% 10% 39% 8% 41% 18% 24%
SAFE 39% 17% 34% 13% 31% 19% 36%
SUSTAINABLE 31% 15% 19% 13% 20% 21% 25%
GOOD TASTE 27% 18% 28% 20% 30% 27% 24%
HEALTHY 30% 13% 21% 12% 30% 18% 26%
NONE OF THESE 2% 15% 4% 25% 3% 9% 4%
DON’T KNOW 13% 25% 8% 12% 12% 18% 15%
Reputation Institute Report, N=7,409 Q5004. Which of the following attributes do you associate with food products from each of the following seven countries?

32. 32
WE CAN MAKE THESE CORE ‘KNOW-HOW’ATTRIBUTES DIFFERENTIATING INAN
AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY,
AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES
INVIGORATING
BRIGHT
JOYFUL
VITAL
HEALTHY
GREEN
FRESH
BRIGHT
VIBRANT
ENERGETIC
HAPPY
CLEAN
YOUARE ENDOWED WITH ENERGY TO
COPE WITH THE DAILY DEMANDS OF LIFE
SOMETHING YOU DON‟T NEED
TO WORRYABOUT

33. 33
WE CAN MAKE THESE CORE ‘KNOW-HOW’ATTRIBUTES DIFFERENTIATING IN AN
AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY,
AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES
RESOURCEFUL
ENJOYABLE
EXCITING
EASYTO USE
DESIGN
BEAUTIFUL
DESIGN
INNOVATIVE
FAIR PRICE
TREAT PEOPLE
WITHRESPECT
NO HIDDEN
PROBLEMS
VALUE FOR
MONEY
DESIGN THAT MAKES MY LIFE BETTER;
FOOD THAT FITS WITH MY LIFESTYLE
DON‟T HAVE TO WORRY; GOT WHAT YOU
PAID FOR/NOT RIPPED OFF
TRANSPARENT
DYNAMIC

34. 34
WE CAN MAKE THESE CORE ‘KNOW-HOW’ATTRIBUTES DIFFERENTIATING IN AN
AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY,
AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES
BEAUTIFUL
FILLSYOU
WITH
ENERGY
SPLENDID
REVITALISES
YOU
FULLOF
FLAVOUR
HIGH
QUALITY
UNTOUCHED
UNSULLIED
NATURAL
SUSTAINABLE
NO UNNECESSARY PROCESS OR NASTY
ADDITIVES, UNEXPECTED, OR SURPRISING
ALLDONE FOR YOU SO YOU DON‟T HAVE
TO THINKABOUT IT,AGOOD CITIZENAND
PARTNER, IN IT FOR THE LONG HAUL
DOTHE RIGHT
THING
PRISTINE
NURTURING
COLOURFUL

35. WE CAN MAKE THESE CORE ‘KNOW-HOW’ATTRIBUTES DIFFERENTIATING IN AN
AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY,
AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES
BEAUTIFUL
UNCOMPROMISING
QUALITY
INCLUSIVE
AVAILABLEALL
YEAR ROUND
DIVERSE
STRONG IN MANY CATEGORIES SO
AVAILABLE WHEN NEEDED
COUNTER- SEASONAL
COLOURFUL
TOWARDS A NATIONAL FOOD BRAND | 35
MULTICULTURAL
35

36. THE ELEMENTS OF THE BRAND TO EXPRESS VARY BY CATEGORY.
HERE ARE SOME HYPOTHETICAL EXPRESSIONS BY CATEGORY
36
Functional: great ingredient, versatile, healthy,
good processes
Personality: Honest, vital, full of energy, nurturing
Expressive: shows you care, full of energy
Gratification: Healthy, vital, full of energy
Images: the sun, wide open vistas which invite you
in, bright blue skies, vivid colours
Functional: Easy to use, safe, effective, helps with
learning and development, makes children
energetic/vital, convenient packaging
Personality: Full of energy and vitality, healthy,
growing
Expressive: Nurturing but in a smart way
Gratification: laying a good foundation, enjoying time
with our kids whilst doing so
Images: enjoying life, energetic children, making life
simple
WHEAT
PRODUCTS AND
OTHER GRAIN BABY FOOD
36

37. THE ELEMENTS OF THE BRAND TO EXPRESS VARY BY CATEGORY.
HERE ARE SOME HYPOTHETICAL EXPRESSIONS BY CATEGORY
37
Functional: fresh, quality ingredients, natural,
healthy, full of flavour, a feast for the senses,
makes you feel alive
Personality: Full of energy & vitality, healthy,
nurturing
Expressive: knowledge that can be shared,
someone who loves the good things in life
Gratification: enjoyment, enrichment, alive, vital
Images: share plates, happy animals in beautiful
pristine locations, wide vistas, warmth, sunshine
Functional: Full of flavour, clean, fresh, surprising
and exciting combinations, innovative or beautiful
packaging, zesty, few or no additives
Personality: warm, engaging, vital, inclusive
Expressive: enjoys trying new things
Gratification: enjoyment, full of energy
Images: sunshine, natural spaces, simple
processes, people enjoying life
CHEESE
PRESERVES,
SAUCES &
CONDIMENTS
TOWARDS A NATIONAL FOOD BRAND | 37

38. SUMMARY

39. Whilst we are well regarded, we are not differentiated
Not many people are - so by doing this now, we can gain a competitive
advantage
The only positioning we can consistently claim is the broader Australian
personality – any other positioning favours some categories over others
The core values we are proposing give us know how – so they need to
be part of the brand
If we express them well we can begin to deliver differentiation
39
IN SUMMARY

40. We do need to add values to this – the best aligned with our positioning
are about the outcomes we deliver to people – how we make their lives
simpler, more enjoyable and more reassured
The wording we use needs to work across categories. The headline
words we use should reflect this
We can then nuance this by category within the guard rails of the
broader brand
40
IN SUMMARY

41. QUESTIONS

42. WHAT NOW?
2014 Budget decisions: National Food Brand funding will not continue after
June 30
42

43. WHAT WAS NEXT?
Development and in-market testing of brand assets
Launch and rollout of brand positioning and assets
Continuing research: ongoing tracking of Australia‟s food brand position
and the evidence base for our credentials
43
THE PHASES FOLLOWING THIS STAGE

44. WHAT WILL AUSTRADE BE
DOING?
Austrade will continue to assist States and Territories, at the request of
State and Territory Ministers for Trade and Investment, to coordinate a
„Team Australia‟ approach to food export promotion
Austrade will also work with the Department of Agriculture to incorporate the
information into the development of the Agricultural Competitiveness White
Paper, due at end 2014
44

45. THANK YOU