The Liberal National Government is helping Western Australian agrifood producers to raise the profile and recognition of their products overseas with the launch of a new, export-focused branding initiative.
The Western Australia Worth Sharing brand campaign was unveiled today by Premier Colin Barnett to an audience of local companies, international consuls and industry groups.
"The brand seeks to represent WA's premium agrifood produce grown in clean, fresh air, under blue skies and bathed in sunshine. It will signify our modern agriculture and production methods and high food safety standards, which are greatly valued in international markets," Mr Barnett said.
"The brand is based around the idea of sharing, and Western Australian companies and their individual stories will be at the very heart of this campaign.
"Companies already involved range from some of WA's most successful agricultural exporters through to smaller, family-run businesses."
Western Australia Worth Sharing encompasses a distinctive logo featuring Western Australia, and a website where people from overseas can learn about and connect with companies exporting WA produce.
Companies that agree to be export partners will be able to licence use of the brand from the State Government free of charge, and incorporate it into their international marketing plans.
State Development Minister Bill Marmion said the brand had been developed through comprehensive research and testing.
"This is an $8.1 million, three-year initiative that we will continually monitor and refine," Mr Marmion said.
"We expect to launch the brand soon through an international advertising campaign in Singapore then China, with Japan and Indonesia to follow next year."
The branding project is funded by Royalties for Regions through the $350 million Seizing the Opportunity Agriculture initiative.
Regional Development Minister Terry Redman said regional businesses would feature strongly in the campaign, contributing to initiatives seeking to achieve the Government's goal of doubling the value of the Western Australian agrifoods industry by 2025.
"So far, we have companies involved from Shark Bay, Manjimup, Margaret River, Esperance, Harvey, Moora and many other towns across the State," Mr Redman said.
"This brand focuses on the key strengths of our diverse State, from its immense size and sunshine, to the pristine environment and transparent supply chains."
So far, more than 25 companies are involved in Western Australia Worth Sharing, with their videos to be added to the website as they are filmed
Export partners will be free to use the brand in marketing materials, packaging and labelling, advertising and public relations activities
Premier's office - 6552 5000
State Development Minister's office - 6552 6800
Regional Development Minister's office - 6552 6700