Communication and promotion activities will be at the core of the Australian Olive Association’s program for 2008 which will in part be funded by its $385,000 Action Grant from the Federal Government.
The funds from the Department of Agriculture, Fisheries and Forestry (DAFF) are to facilitate the industry’s efforts to consistently produce olive oil of the highest international quality by implementing the key outcomes that were agreed by the industry during the recent Action Partnership Project.
The specific measures include:
• the development of a more broadly based national industry structure
• the adoption of a Code of Practice for the Australian olive industry
• the establishment of a benchmarking model to assist AOA members in their business planning
• the development of a contact list of all olive industry members to facilitate timely and efficient industry-wide communication.
In a letter to members the Association said these objectives would support the branding, or consumer education awareness campaign it is funding.
A steering committee consisting of Paul Miller, Paul Challis, Nelson Quinn, Chuck L’Heureux, and DAFF representative, Julia Pickworth, will oversee the project.
The AOA has appointed Courage Partners as project managers to drive the initiatives within the Action Grant project over its duration to September 2008.
Under the project in the coming months olive industry members will be offered the opportunity to sign up to the Code of Practice, are likely to be consulted or involved in negotiations regarding the new national industry structure and will be asked to assist in the compilation of a comprehensive industry contact list to enhance communication to all stakeholders in the olive industry.
In its letter the AOA said that this communication would deal with issues such as new initiatives in the industry, quality management and biosecurity contingency planning.
“This is an exciting time for the industry and we seek your cooperation as we work together, with DAFF support, to build on past successes,” the letter said.
