CANBERRA, Oct. 26 (Xinhua) -- Australian farmers and exporters will export to China under one "Brand Australia" label, in a move set to boost interest in Australian produce and unlock key new markets among Chinese buyers.
The move, designed to appeal to China's ever-growing middle class, is loosely based on New Zealand's wildly successful "100 pct Pure New Zealand" push, and will be backed by mining and agriculture magnate Andrew "Twiggy" Forrest.
Under the plan, all premium Australian food products heading to China - including meats, fresh vegetables, gourmet cheeses and wines, and high-end condiments - would be branded as 'Australian' foremost ahead of their individual branding.
Forrest will deliver a speech to the National Farmers Federation Annual Congress on Wednesday, and according to an advanced transcript obtained by Fairfax Media, he will say that Australian producers should strike while the iron was hot, as China's middle class consumers are increasingly chasing quality produce.
The plan is expected to become a reality in the next 18 to 24 months, and on Wednesday, Forrest will farmers and exporters to "get on board, or get out of the way".
"This is a significant breakthrough," Forrest's speech reads, "(Currently) there are a multitude of different logos, and that might work in our local supermarkets, but it doesn't work overseas."
"Both parties know, and now acknowledge, that an opt-in unified brand one that sells safe, clean, green Australia and one that is underpinned by the world's best traceability technology is indeed worth the risk."
Forrest will say Australia's states and individual companies should be working together to boost exports to China, instead of "fighting" one another in an effort to break into the lucrative market.
"We have got to cut through the confusion... states are fighting territories and other states on branding, governments compete with companies on messaging," the speech says.
"The Chinese like to eat what we do because they know they can rely on our pristine environment and stringent quality standards."