Dairy Australia launches Thrive Together campaign

Australian dairy has been given a refreshed image as exporters attempt to tap new markets abroad.

Australian dairy’s image to key markets has been given a refresh with a new export campaign launched in Melbourne this week.

Digital advertisements and fresh on-farm images form part of the Thrive Together with Australian Dairy initiative, which seeks to boost the profile of Australian produce in China, Japan and across south-east Asia.

Dairy Australia international trade manager Catherine Taylor said Australia’s clean, green image was a key selling point to international markets, especially as demand for dairy grows in nations less accustomed to western diets.

“(This initiative) is an opportunity to create some new, contemporary images because we knew the timing was right,” she told The Weekly Times.

“It’s crucial, as we get back into market, exporters are starting to travel again, we’ve been out of market for 18 months, two years.

“It’s important to go back to our customers, reinforcing key messages and being able to say what it is about Australian dairy that talks to quality, that talks to sustainability, that talks to all the things that customers really care about.”

Australian dairy exporters will benefit from the use of a trade toolkit including, videos, images, fact sheets, and brochures created to assist in communicating to their customers.

Dairy Australia will continue to update the toolkit with new resources, responding to the needs of exporters over the course of the project.

Ms Taylor said Australia produced roughly 8.5 billion litres of milk per year — 32 per cent of which is exported to over 100 countries.

Of these exports, 88 per cent is bound for Asian markets including China, Japan, Vietnam, Thailand, Indonesia, Singapore and Malaysia.

“It’s important to reinforce that Australian dairy is a premium product and always will be. Therefore it can command a higher price,” Ms Taylor said.

“Innovation and agility are also messages we’re pushing because what makes us different in the Australian industry is that we can tailor our needs to customers in a really agile way that other major exporting countries can’t necessarily do.”