The major council focus during 2007, was an investigation into opportunities to further develop the Tasmanian brand relative to the food and beverage sector. The Place-of-Origin Branding Report is the culmination of work by the council through the Department of Economic Development and Tourism. The aim was to determine the feasibility of implementing a place-of-origin brand as a potential marketing and quality assurance model, to enhance the value of the Tasmanian food and beverage brand.
The Place-of-Origin Branding Report was developed by McKinna et al under the governance of representatives from the council, The Department of Economic Development and Tourism, The Department of Primary Industries and Water and Brand Tasmania.
The council does not agree with all the information contained in this report. However, it is a good background document from which the industry can move forward. It highlights current opportunities and barriers to success for the Tasmanian food and beverage sectors and although some of the recommendations made are highly ambitious, the report identifies areas where industry improvements can be made.
Place of Origin Branding Report (1.1 MB Adobe PDF)
