Now, more than ever, consumers are demanding to know more about where and how their food and fibre is produced.
Building provenance and storytelling can play a critical role in sustaining, increasing or expanding market share for Australian products, and is now a mainstream marketing approach. Increasingly, it is key to improving connectivity with Australian consumers who want to understand the who, the where and the how behind their food and fibre they consume.
To assist producers in making that connection, AgriFutures Australia has had a suite of resources created for Australian producers, focussed on building provenance and improving storytelling to better interact with both domestic and overseas consumers.
The resources include:
- a summary of consumer trends towards provenance, also technologies and platforms for sharing production stories;
- a practical guide and templates to help producers to share their stories;
- case studies outlining how producers are capitalising on the benefits of improved provenance storytelling within their businesses.
The resources are practical, easy to navigate and relevant to Australian olive producers who want to share their provenance story.
They are available on the AgriFutures website here.
