Summary

A range of initiatives over the past 3-4 years have resulted in improved farm management practises and breakthroughs in pest and disease control. Consequently, both yield and quality are predicted to increase over the next 5 years and Australian Ginger production is targeted to grow by 50% from around 8,000 tonnes in 2016 to 12,000 tonnes per annum in 2021.
Currently, supply and demand are considered to be in balance and market development is vital to ensure the demand is created for the additional yield, to keep the industry profitable and grower returns healthy.
The AGIA has determined that a combination of market research, brand development and promotion is needed to ensure growers at least maintain if not improve farm business returns over the life of the Ginger RD&E plan 2017-2022.
The RIRDC managed RD&E levy is not able to assist with ginger promotion (a marketing activity) so the overarching objective of ‘growing domestic demand’ must be addressed by brand and market research.

Program

Ginger

Research Organisation

Brand Story Pty Ltd

Objective Summary

We recommend the following be Included:
• To provide underpinning research that will guide the development of future promotional campaigns and provide confidence to industry in their effectiveness both in terms of creative strategy and selected channels and targets
• To develop educational stimulus in the form of brand identity concepts and messages including but not limited to brand positioning, health benefits, Australian Ginger product quality & certainty (e.g. HACCP certification) and food safety
• To determine and prioritize what are the domestic market segments for Australian Ginger by Fresh and Processed and key channel – retail, wholesale and foodservice
• To explore new market opportunities for Australian Ginger
• To identify distribution channels in priority markets and develop a detailed understanding of each channel’s requirements
• To explore options and grower support for an Australian Ginger marketing levy