The Vegetable Marketing Implementation Committee is to be chaired by Dr Susan Nelle, with the other members being the key industry participants: Richard Bovill; Matthew Ryan; Stephen Creese; Cameron Moore; George Rigney; Justin Nichols; Helen Waterworth; Nigel Carey and Michael Hart.
The role of the Committee is to develop and commission projects to address the strategic directions proposed by the Tasmanian Vegetable Industry Strategic Plan and the Tasmanian Vegetable Industry Marketing Plan. In order to achieve this objective the Government is allocating $850,000 over the next two years from the $4 million Vegetable Marketing Fund, provided following the highly successful tractor rally to Canberra.
In the near future a new vegetable logo will be released and Tasmanian vegetables will be promoted nationally. This campaign will target vegetable consumers through advertisements to be placed in national food and lifestyle magazines, national newspapers and feature articles about the industry and our vegetables.
The overarching goal of the Marketing Plan, in conjunction with the Tasmanian Vegetable Industry Strategic Plan, is to maintain or increase the value and prosperity of the Tasmanian Vegetable Industry. The plan outlines a pathway for industry to achieve this goal through the identification of six key marketing strategies.
The industry and consumer market research has identified the best prospects for the growth of the Tasmanian Vegetable Industry. These opportunities are based on a realistic assessment of Tasmania's areas of competitive advantage and are totally consistent with the Tasmanian Vegetable Industry Strategy Plan.
The plan has been designed to provide clear direction to industry (be it individuals, consortia or industry organisations, in close collaboration with Government), as to how best to take advantage of the identified opportunities. Industry's willingness to take ownership of the Marketing Plan is a critical success factor in itself.
The Marketing Plan has a five-year time horizon with all of the strategies and indicative outcomes achievable by 2012.
The Marketing Plan for the Tasmanian Vegetable Industry report series spans five volumes and can be downloaded from the DPIW website at http://www.dpiw.tas.gov.au/inter.nsf/WebPages/TTAR-7C636U?open .
Further information is available from Michael Hart on phone 03 6336 5202 or email Michael.Hart@dpiw.tas.gov.au
