WA Worth Sharing campaign launched in Margaret River region

Showcase: Vasse MP Libby Mettam with Regional Development Minister Terry Redman at Vasse Felix on Friday. Photos: Nicky Lefebvre

Showcase: Vasse MP Libby Mettam with Regional Development Minister Terry Redman at Vasse Felix on Friday. Photos: Nicky Lefebvre

Minister for Regional Development Terry Redman visited Vasse Felix last week to launch the State Government’s latest campaign to attract Asian markets to the Western Australian agrifood industry.

Mr Redman was joined by Member for Vasse Libby Mettam in announcing the Western Australia – Worth Sharing promotion, which already boasts participation from some of the State's largest producers.

Speaking at the launch on Friday, Mr Redman said the program would support WA producers and growers wanting to break into the Asian market.

”It’s about trying to have government invest in the areas that break down the barriers to capitalising in opportunities in Asia,” Mr Redman said.

Fresh focus: Mr Redman explained the State Government's plans to assist growers and producers in establishing trade links and developing brands in Asia.

Fresh focus: Mr Redman explained the State Government's plans to assist growers and producers in establishing trade links and developing brands in Asia.

Chief executive of the Margaret River Busselton Tourism Association, Pip Close, said the comprehensive approach to the issue on a State-wide level would be beneficial to local operators.

Clear direction: The new website will act as a directory and platform to showcase Western Australian producers to Asian markets.

Clear direction: The new website will act as a directory and platform to showcase Western Australian producers to Asian markets.

“Having recently gone through the branding process for the region’s tourism industry, we strongly believe in the benefits of adopting an ‘umbrella brand’ approach, and we encourage the region’s agriculture businesses to get behind their new brand,” Ms Close said.

“This new brand has great potential for the agriculture industry and we look forward to learning about opportunities for synergies with tourism.

“We think that this new brand will be a very good fit for the Asian markets in highlighting the quality of Western Australian produce, which will hopefully evolve into an increase in exports.”

In launching the program, Mr Redman said issues with food safety and security in food production had become hot topics in certain parts of Asia and the time was ripe for Australian producers to grab the opportunity to promote the clean, pure nature of WA products.

“The issue of where their food is coming from is very much on the agenda,” Mr Redman said.

“Biosecurity is something we take very seriously and if we can protect our biosecurity here in WA, it’s not only a production advantage, but a market advantage, because the people who buy our products want to know that we are free of many of the bugs and diseases around the world.”

The $8.1 million so-called ‘Brand WA’ campaign will aim to promote the State through advertising and trade representation in four key markets – Singapore, China, Japan and Indonesia. 

“The brand is used to hook back into the website, where we will begin by profiling WA producers who currently export into those markets, and we will look to build that roster of producers as the campaign goes on.”

For more go to www.WAworthsharing.com

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