Australia has stepped closer to having its own successful unifying nation brand with the Government’s appointment of an advisory body of business leaders, to be chaired by ASA100’s own founder and co-Chair, Mr Andrew Forrest AO.
Mr Forrest, co-Chair of the Minderoo Foundation and the board of ASA100, have long been committed to ensuring all Australians reap the economic benefits of exporting our products and services under a powerful and compelling unified export brand.
"ASA100 applauds the Government's decision to test and develop a nation brand that cements our reputation as the world’smost reliable supplier of safe premium agricultural food products," co-Chair, Ms Jennifer Westacott said today.
The Australian Sino One Hundred Year Agricultural and Food Safety Partnership (ASA100) was established in late 2015 as the country’s peak agrifood bilateral trade body. It has been the driving force behind having a Government enabled, industry led unified export brand being offered to Australia’s agrifood producers.
"Whilst our focus is on the incredible opportunities, presented to Australia’s agricultural sector, by the explosion of middle class wealth in China, we know we need a clear, strong and high impact nation brand for other markets and other sectors," Ms Westacott, the CEO of the Business Council Australia, observed.
"We know that foreign consumers value our products because they trust the originto be clean, green and safe but our branding has been confused and fragmented," ASA100 Director, Mr Harold Mitchell AC said. "Now we will have a chance to demonstrate the power and consumer pull of one strong nation brand for Australia."
"This will be a game changer for Australia’s agriculture sector and one that will have a significant, and immediate, impact on our economy across the board," Ms Westacott added. ---
ASA100 members look forward to working closely with Minister for Trade and Investment, the Hon Steve Ciobo MP, the Australian Brand Advisory Council and Austrade to ensure a successful in-market testing and roll out of Australia’s Nation Brand initiative.
