Local to global: Provenance branding and farmer co-operation for high value export markets

William Van Caenegem, Jen A Cleary, Lucie Treguier

Research output: Book/ReportCommissioned reportResearchpeer-review

Abstract

Recent research funded by the Rural Industries Research and Development Corporation (RIRDC) highlighted the potential for farmers to improve farm gate returns through both provenance branding and collaboration with other farmers. Building on these findings, this report examines opportunities in export markets, and the legal and regulatory implications of alternative collaborative and provenance brand protection options.

This report places a particular focus upon collaboration around the production, marketing and promotion of high-value, consumer-oriented local food products. Its findings are applicable to producers of fruit, quality vegetables, processed meats and dairy products such as yoghurt and cheese, or beverages such as local whiskeys, beers and ciders.

When these farmers invest in special food and beverages that have a local character and back-story,they can move up the value chain and closer to consumers. This allows them to capture a higher percentage of the final price paid to retailers. To do this effectively, however, farmers must be well-organised with a secure legal footing that is adapted to their plans, their region and their product.
Original languageEnglish
Place of PublicationCanberra
PublisherRural Industries Research and Development Corporation
Commissioning bodyAustralian Government Rural Industries Research and Development Corporation
Number of pages108
ISBN (Print)978-1-74254-914-9
Publication statusPublished - Oct 2016

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provenance
farmers
markets
beverages
whisky
ciders
corporations
supply chain
research and development
yogurt
beers
meat products
dairy products
marketing
fruit quality
cheeses
foods
vegetables
industry
farms

Cite this

Van Caenegem, W., Cleary, J. A., & Treguier, L. (2016). Local to global: Provenance branding and farmer co-operation for high value export markets. Canberra: Rural Industries Research and Development Corporation.
Van Caenegem, William ; Cleary, Jen A ; Treguier, Lucie. / Local to global : Provenance branding and farmer co-operation for high value export markets. Canberra : Rural Industries Research and Development Corporation, 2016. 108 p.
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Van Caenegem, W, Cleary, JA & Treguier, L 2016, Local to global: Provenance branding and farmer co-operation for high value export markets. Rural Industries Research and Development Corporation, Canberra.

Local to global : Provenance branding and farmer co-operation for high value export markets. / Van Caenegem, William; Cleary, Jen A; Treguier, Lucie.

Canberra : Rural Industries Research and Development Corporation, 2016. 108 p.

Research output: Book/ReportCommissioned reportResearchpeer-review

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AB - Recent research funded by the Rural Industries Research and Development Corporation (RIRDC) highlighted the potential for farmers to improve farm gate returns through both provenance branding and collaboration with other farmers. Building on these findings, this report examines opportunities in export markets, and the legal and regulatory implications of alternative collaborative and provenance brand protection options.This report places a particular focus upon collaboration around the production, marketing and promotion of high-value, consumer-oriented local food products. Its findings are applicable to producers of fruit, quality vegetables, processed meats and dairy products such as yoghurt and cheese, or beverages such as local whiskeys, beers and ciders.When these farmers invest in special food and beverages that have a local character and back-story,they can move up the value chain and closer to consumers. This allows them to capture a higher percentage of the final price paid to retailers. To do this effectively, however, farmers must be well-organised with a secure legal footing that is adapted to their plans, their region and their product.

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Van Caenegem W, Cleary JA, Treguier L. Local to global: Provenance branding and farmer co-operation for high value export markets. Canberra: Rural Industries Research and Development Corporation, 2016. 108 p.