)
Geographic Indication (GI) registrations are synonymous with iconic European food and drinks such as Parmigiano Reggiano, Scotch whisky and Champagne, but what if the Northern Territory could garner similar recognition to market the provenance of its produce?
A new PhD project at Charles Darwin University (CDU) aims to help NT producers and manufacturers better market their food, from mangoes to beef, barramundi to Kakadu plums.
The project includes GI registrations that protect the origin and unique qualities of products from specific geographic area
CDU Professor of marketing Steven Greenland, who is the principal supervisor of this project, says geographic branding for local NT produce is crucial for advancing the 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," says Greenland.
"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."
Such Northern Territory food branding takes advantage of the global trend in food provenance and of customers demanding to know more about where their food comes from.
"Consumers are more informed than ever thanks to the internet and social media," says Greenland.
"They 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.
"We have very high-quality produce. 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. This CDU research project will help to change this."
)
