RED meat marketing will be on the agenda when leading market strategist Carolyn Miller headlines Pathways to Productivity in the South East.
Ms Miller, who has served as a panellist on ABC program Gruen and is director of The Honeycomb Effect, will speak at the free forum at the Keith Institute on Thursday, February 15, on marketing of red meat, the perceived image of Australian farming and where farming is headed in coming years.
A well-recognised thought leader with the creative industries, Ms Miller has nearly 20 years’ experience in advertising.
She recently headlined the Australian Feedlotters’ Association conference in Armadale, WA, discussing the branding of beef and importance of staying on top of consumer trends.
“Australia’s perception of being built on the sheep’s back is one that is fading,” Ms Miller said.
“Ironically, as we start to care more about the provenance of our food, many Australians feel more removed from the farming process.
“But there’s evidence to show that Australians want to connect with their food growers and are not purely price driven when it comes to selecting fresh produce.
“You can’t assume what consumers want to know, you have to elevate the brilliant things you have.
“There is a fantastic opportunity now for farmers to develop their own brands, and for modern channels such as Instagram to really allow great insight into individual farms.”
Natural Resources South East Regional Landcare Facilitator Caroline Menzel is thrilled to have Carolyn in the region to deliver her insight to local producers.
“We have a great line-up of speakers for the forum,” Ms Menzel said.
“The opportunity to hear real stories from such experienced guests is invaluable, and it is really exciting to be able to deliver this free event featuring Carolyn as key note.”
Registrations for Pathways to Productivity are open.
- Details: Register at pathwaystoproductivity2018.eventbrite.com.au
