Steven Greenland, CDU look at adopting food providence branding for the Northern Territory’s produce

Kakadu plums and Territory beef are great homegrown products that should have their own identity, according to CDU.

A Charles Darwin University PhD project will help raise the profile of Territory-grown produce and maximise the unique nature of the local food production scene.

The project, headed by CDU’s professor of marketing and dean of graduate studies Steven Greenland, aims to raise the profile of locally-grown products like Territory mangoes, beef, barramundi and Kakadu plums.

The project aims to help the NT become synonymous with its food produce by providing much needed marketing support for local food producers and manufacturers.

Professor Greenland said food provenance refers to a food’s origin and history, where it’s from, and how it was produced and processed.

He said producers around the world are adopting providence branding in their marketing efforts.

Hannah Greenwood with a signature Territory barra. Picture: Cameron Erskine

This includes geographic indication (GI) registrations that protect the origin and unique qualities of products from a specific geographic area.

Europe, he said, has the highest number of GI registered products with names like Parmigiano Reggiano, Scotch whisky and Champagne dedicated to special regional products.

He said geographic branding for local NT produce was crucial for advancing the Northern Territory’s food production and manufacturing.

“While NT food manufacturing plants have been built in the past, they’ve been largely unsuccessful, and the products have not been marketed properly,” he said.

“This project will support local producers by identifying the unique Northern Territory selling points for a range of food categories, including First Nations bush foods. NT value-add geographic messaging and branding for our food products will support successful localised food producers and manufacturers.

“Consumers are increasingly concerned about where their food comes from, if it is produced ethically and sustainably, and if it’s healthy – food provenance is key to this.

“The Northern Territory’s seafood, fruit and beef are second to none, but our producers are unable to capitalise on it because they don’t yet have the resources and capabilities to develop provenance brands.

Interested PhD applicants can contact Professor Greenland or Charles Darwin University for more information.

Originally published as Steven Greenland, CDU look at adopting food providence branding for the Northern Territory’s produce