Animal Id and Traceability

AgriFutures Australia releases provenance toolkit + VIDEO

Sheep Central, April 22, 2020

A PROVENANCE toolkit released by AgriFutures Australia today aims to help farmers and other rural businesses stand out from the crowd by telling their stories.

AgriFutures Australia said consumers want to know where, how and by whom their food and fibre is produced.

It said AgriFutures Australia-funded work has confirmed that building provenance through storytelling is a critical strategy for bringing brands and products to life, but also offered the practical tools to help small business achieve it.

The provenance toolkit, developed by agricultural market research and digital marketing experts Honey and Fox, offers a suite of practical resources available for download via the AgriFutures Australia website.

The toolkit is aimed at Australian producers who want to build an impactful provenance narrative for their food and fibre business and share it with current and prospective clients, AgriFutures Australia said.

AgriFutures Australia’s senior manager, business development, Jennifer Medway said producers needed to constantly innovate to keep pace with changing consumer wants and needs in often crowded marketplaces.

“Giving consumers line of sight to where and how their food and fibre is produced is no longer a strategy reserved for small boutique businesses.

“Market insights from the research showed how producers can take their own production stories and turn them into successful marketing strategies,” Ms Medway said.

“The resources in the toolkit are designed to walk businesses through the process making it easy to start your storytelling journey.

“We’ve kept the focus on producers by creating tools and templates that are tailored for small to medium-sized food and fibre businesses,” she said.

“They equally fit with family farms to sole traders; you don’t need an army of communications specialists to make this work for you and your rural business.”

The toolkit has been released with the report Consumer Trends and Storytelling Technologies that explains that people are wired to connect with stories, which is why telling stories is good for business.

AgriFutures Australia said as the physical and psychological distance between consumers and their source of food and fibre products widens, there is increased demand for provenance information and assurance.

The consumer trends report detailed the platforms and technologies currently available to get provenance stories to the consumer, with the accompanying case studies demonstrating the practical application to rural businesses.

Food and fibre producers are being encouraged to explore the suite of provenance resources including the Consumer Trends and Storytelling Technologies report, case studies, guidelines and templates to start creating and sharing their provenance stories.

Click here for more information on consumer trends, technologies and platforms; provenance storytelling guidebook, and; producer templates for provenance storytelling. The resources include a number of Youtube videos featuring various provenance case studies.

The Consumer Trends and Storytelling Technologies report and accompanying toolkit are available via the AgriFutures Australia website:

1. The NDP Group/CREST retrieved from

Source: AgriFutures Australia.


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