Australiyan Foods

Native food includes plant and animal products which are derived from Australian indigenous species. However, the main focus in this report is on the plant products since non-plant foods include the more conventional seafood and less so, the game meats. These industries already have peak bodies and are well advanced in developing policies and plans for their members. Interestingly, the kangaroo industry which has a representative national peak body also provides a warning for the native food industry since the largest processor and exporter of kangaroo meat and other kangaroo products is not a member of the peak body.

To limit the scope of the research, no sectors of the non-plant industry were involved or included in this study. Similarly, no Aboriginal issues of ethics, involvement, opinion or responsibility were addressed. The above notwithstanding, this research into the existing and preferred image for the industry did broach the contribution to image of both, Aboriginal culture and the game meat industry. Native foods are now an established industry variously valued at $10 to 16m per annum, although the industry has reached something of a watershed in terms of achieving economically sustainable growth. New momentum is required to protect current investments and to warrant on-going research and expanded production. It is therefore necessary to develop an effective strategy to increase demand amongst ‘influencer’ and consumer groups. While native ingredients are now consistently included in the menu repertoires of a wide cross section of chefs and have featured in a number of new products launched by major food manufacturers, there is a need to broaden the market further into the mainstream. Playback from consumers as well as chefs and media, is required in order to gain clear insights into the status and image of the category and to identify a relevant and powerful positioning which will drive the market forward.