Provenance and Storytelling – impact for Australian Agricultural Producers

Summary

There is a common understanding that building provenance and storytelling are critical to sustaining, increasing or expanding market share for Australian products. This is no longer just the realm of boutique products offerings, but is becoming much more mainstream in supermarkets and wellknown clothing chains. It is also an evolving trend not confined to international markets and consumers; increasingly it is key to improving connectivity with domestic consumers who are demanding to know more about where and how their food and fibre is produced. There are many options for telling the "production story" and varying amounts of information exist for how producers and small businesses can achieve it – whether it is through QR codes, swing tags or smart packaging. However, there is a gap in the availability of a consolidated reference point that evaluates the most uptodate options that best fit different scenarios, products, markets and consumers.

Program

National Rural Issues

Research Organisation

Honey and Fox Pty Ltd

Objective Summary

This project seeks to demystify opportunities, consolidate the information and provide practical guidance on how to improve provenance and storytelling capability. ​It will develop a package of information on provenance and storytelling opportunities for Australian agricultural producers and small businesses.