Provenance Storytelling for Success


Now, more than ever, consumers are demanding to know more about where and how their food and fibre is produced. 

Building provenance and storytelling can play a critical role in sustaining, increasing or expanding market share for Australian products. It is no longer just relevant for niche or boutique product offerings and is now a mainstream marketing approach for supermarkets and well-known clothing chains. It is also an evolving trend not just confined to international markets and consumers; increasingly, it is key to improving connectivity with Australian consumers who want to understand the who, the where and the how behind their food and fibre they consume.

AgriFutures Australia engaged Honey and Fox to deliver a suite of resources focused on the options for Australian producers to build provenance and improve storytelling to better interact with domestic and overseas consumers both now and into the future.

The resources include:

  • Summary of consumer trends towards provenance, and technologies and platforms for sharing production stories
  • Practical guide and templates to help producers to share their story
  • Case studies outlining how producers are capitalising on the benefits of improved provenance storytelling within their businesses.

The resources are practical, easy to navigate and relevant to Australian providers who want to share their provenance story.



Consumer trends, technologies and platforms


Provenance Storytelling Guidebook


Producer templates for provenance storytelling

Case studies

Case study 1: Candy Abalone

Candy Abalone use a range of provenance and storytelling strategies to sell their premium and niche products to Asian markets.

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Case study 2: Pure Gold Pineapples

Pure Gold Pineapples is a brand that represents 22 Queensland based pineapple growers, they use a range of provenance and storytelling strategies to market their Australian grown products to domestic retailers.

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Case study 3: OBE Organics

OBE Organic produces high quality, grass fed beef through a company established and owned by pastoral farming families. The use of provenance and storytelling helps to build brand recognition for their products.

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Case study 4: Australian Wool Network

The Australian Wool Network is built on the idea of being different and innovative in the wool marketing arena with the aim of returning value to it's wool growing clients. This is achieved through a range of provenance storytelling tools.

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Case study 5: Paris Creek Farms

Paris Creek Farms create a range of dairy products from their certified bio-dynamic milk and successfully use a range of provenance and storytelling tools to promote their business.

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Case study 6: Tasmanian Truffles

Tasmanian Truffles are a Tasmanian-owned and located, fresh truffle producer. They have used a wide range of storytelling tools to increase local demand for their truffles.

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Case Study Videos

Provenance storytelling case study video: Australian Wool Network

Learn about the Australian Wool Network and how they use QR codes to connect consumers to producer and product stories

Watch Video

Provenance storytelling case study video: Candy Abalone

Learn about Candy Abalone and how they have been using immersive 360 technology to target overseas markets for their premium abalone products

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Provenance storytelling case study video: OBE Organic

Learn about OBE Organic and how they have used social media to increase their organic beef sales.

Watch Video

Provenance storytelling case study video: Pure Gold Pineapples

Learn about Pure Gold Pineapples and how they have been using Meet the Grower Videos to connect with their target consumers

Watch Video