Farming isn’t new to Australia, but there’s a new wave of agribusiness advertising that’s pushing the boundaries of what’s possible.
Key points:The ABC is looking at how the industrial agriculture advertising industry is expanding into AustraliaAgricultural advertising is now a $100 billion industry in AustraliaIndustry experts believe there is a lot more to be done to ensure that the commercial environment remains safeAgriculture marketing is currently in its infancy, but it’s one of the fastest growing sectors in Australia, according to a report commissioned by the ABC.
It was commissioned by The Australian Farm Business Alliance (AFBA), which is one of Australia’s largest farming lobby groups.
The ABC spoke to more than 40 industry experts who said it was clear Australia was moving into a world of agriculture advertising that was not yet ready for prime time.
Agriculturally, the industry is moving into an entirely new world with a greater focus on advertising.
The new advertising is a $80 million industry with a focus on the production, marketing and distribution of agri-food products.
Industry expert Richard Kiley said there was a lot to be learned from previous agri food advertising campaigns, but that this was not the case for industrial agriculture.
“What’s really different here is the emphasis that the agri business place has on the consumer rather than the producer,” Mr Kiley told the ABC’s Lateline program.
“The emphasis is on the quality of product, on the cost of product and on the impact that product can have on the environment.”
Industry industry expert Richard Skelton agreed.
“I think there’s more to learn, I think there is more to look at, and I think that there’s still a lot of work to be completed in terms of the way that advertising can be done in the industry,” Mr Skelson said.
“Agricials are already a big part of the Australian landscape, they’re the major employer in agriculture, and they’re going to continue to be a big player in agriculture.”
Agricial advertising is currently a $90 billion industry.
The commercial landscape is changing rapidly, with the agribum industry now producing about two thirds of Australias agri market.
Industries focus on product qualityThe agri industry has a focus not only on the product quality of the product, but also on the environmental impact of the food.
For example, the Australian Meat and Poultry Council (AMPC) says its primary focus is on how meat, poultry, fish and dairy products are produced and distributed, and how the environment is managed.
“We have a clear understanding that the food that we eat and the products we buy is produced with a view to providing people with a healthy lifestyle,” AMPC director of communications and strategy and communications manager Peter White said.
Mr White said that was a position shared by all the major farming organisations, with agri marketing having a large share of the industry.
“You could say that it’s a shared vision, and it’s very clear from what the agrifood industry does and the agricultural industry does, that it wants to do good for the environment,” Mr White said, adding that agri advertising is very different to agri products that were being produced in the past.
“In the past, they were just produced by the factory, and there was no environmental impact,” he said.
The AMPC said its focus was on environmental impacts and the quality, consistency and sustainability of the production process.
It’s not just a matter of producing good products and putting them out on the market, Mr White added.
Mr White also said that the agricultural industries focus on sustainability was very much a focus that will continue to grow in the future.””
We don’t need to have that environmental impact.”
Mr White also said that the agricultural industries focus on sustainability was very much a focus that will continue to grow in the future.
“There’s been a lot change in the agro-agricultural industry, and that’s really helped to make the industry more sustainable, but I think we’re seeing the industry become more sustainable,” Mr Wicherts said.
Industrial agriculture advertising is boomingIn a study commissioned by AMPC, the AMPC found that agricultural marketing had grown by about 30 per cent in the last three years, while the industry as a whole had grown only 8 per cent.
The report found that there was little difference between the commercial farming sector and the agritourism sector.
“Despite the growth in the commercial agriculture sector, we found that the industry had a relatively low environmental footprint,” it said.
It said there were no data on the use of chemicals or fertilisers in the production of agro products.
“Industrial agricultural advertising is not just about selling products to consumers, it also engages the local community