The Australian Olive Association will receive $200,000 in Federal Government grants and will earmark the monies for “a high profile marketing campaign”. The new grant comes on the back of around $300,000 in grants provided to the AOA in recent years. Attracting Federal funding is a good result by the AOA and a real positive for all involved in the olive industry, but how is this money best spent?
In response to our Friday Forum in the last issue of Friday Olive Extracts, Russell Lewis, a “busy accountant and olivegrower” of Chapman River Olives, Geraldton, Western Australia suggests:
1) promote the fact that most Australian olive oil is EVOO and most imports are less than that, even pomace. Clearly the Anglo Saxon’s among us are slow to catch on so I don’t know how you achieve this (promotion) for only little gain before the money’s all gone
2) more important – lobby the new government for a countervailing tariff (CVT) to give us a level playing field. This was tried in the time of the previous Federal government and I was incensed and amazed that a delegation sent to Italy came back with the story that growers over there weren’t being subsidised so no need for CVT! The fact that others up the line in the Italian olive oil industry get government help, which is the same as indirect grower help, didn’t register with those here who could make things happen so nothing came of it.
Feedback we’ve received at Olivegrower & Processor magazine, and through readers of Friday Olive Extracts, indicates you think the greatest challenge facing olivegrowers today is the fight to be competitive in the face of cheaper olive oil imports (there is a story on this in the July-August issue of Olivegrower & Processor – out now).
Readers also believe there is an urgent need for more and better targeted marketing that educates consumers about the benefits of olive oil consumption as part of a healthy diet.
The AOA said it will use the new monies for a campaign to raise the profile of Australian olive products, including to build consumer awareness of the AOA’s Code of Practice. Part of the earlier grant money was spent on establishing the Code of Practice, which currently is only an option for AOA members.
As the Federal Government grant is Australian taxpayer money, it should be put to the benefit of the industry as a whole – members and non-members.
Have your say:
How would you suggest the AOA best spend $200,000 for marketing purposes?
Tell us your view by writing to: editor@olivegrower.com.au.
