Tuesday 09 October 2012
Better consistency and raised awareness have boosted the profile of the sweet potato in recent times.
And now, the industry wants to boost its marketing to move more of its produce.
The Australian Sweet Potato Growers group is canvassing its 90 growers, 85 per cent of whom are in Queensland, to introduce a marketing and promotions levy.
Chairman Rodney Wolfenden says it's been a long time coming.
"It's something industry's been talking about for the last two years. We've had pretty continual growth for the last ten years, both with prodiuction and consumption, and we'd like to see those sales increase over time."
Coupling advertising with improved and efficient farming practices is the key to a successful marketing campaign, according to Ray Collins, professor of agribusiness at University of Queensland's School of Agriculture and Food Sciences.
He says consumers will only respond to a well-constructed campaign.
"Focusing on promotion and advertising is important, but if you don't also focus on the supply chain, then you've really only got one eye on the ball."
Sweet potato growers will meet in Bundaberg next week.
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