Specialty products support
Background:
The premium end of Australian cheese and dairy products command significantly higher prices per kilo than imported cheese/dairy products, and are important contributors to the industry’s value sales and the overall perception of the industry.
Although the speciality cheese category is growing strongly, European brands are often perceived as of higher quality in the restaurant and independent deli channels. Feedback from across the industry suggests that the Australian specialty cheese category is not operating to an optimal level due to a lack of a financially viable and effective industry body.
As a result, it is important that the industry has a credible vehicle for supporting and promoting the premium end of Australian cheese and dairy production.
Project objectives:
- Increase the perceived value of Australian dairy foods based on their quality, taste and versatility
- Foster a production environment that strives to be the world's best, thereby enhancing the long-tem profitability of the dairy industry
- Encourage consumer preference for Australian-made dairy products
- To serve as the culmination of the numerous state and regional award systems
Project scope:
The primary initiative in this project is the Australian Grand Dairy Awards (AGDA) which includes:
- Sponsorship of relevant feeder shows from around the country to enable the selection of the ‘best of the best’ in dairy and cheese
- Managing the judging process for the cheese and dairy food categories to award the national winners
- Maximizing the credibility of the judging process
- Promoting the winning products, including hosting the AGDA to present the awards.
Support is also given to the establishment of a credible, effective and financially sustainable industry group to provide strong leadership for more than 100 small cheese manufacturers who make up the Australian specialty cheese industry.
Outcomes/benefits:
Benefits are generated through media coverage and manufacturer marketing support of the program that builds the value of Dairy Australia’s ‘Australian Grand Dairy Awards’ IP.
Based on feedback from the winning manufacturers, it is estimated that they invest collectively over $1+ million per annum through incorporating the award logo on their packaging as well as through marketing campaigns that they undertake to promote their win.
In addition to these financial benefits, the project also supports the capability of dairy manufacturers and serves as an opportunity to bring the entire dairy supply chain together to celebrate the successes and excellence of the industry.
More information:
For more information, Suzi O'Dell, Dairy Australia Food Communications Manager.