Having marketed Tasmanian wool under the Natural Tasmanian Wool brand for a couple of years, the opportunity became quite clear.
Customers in international markets hold Tasmanian produce in high esteem. Yet and here it comes, commodity selling systems do not reward Tasmanian producers for the 'Tasmanian difference'. When selling their produce as commodity, farmers get paid almost identically to any other Tom, Dick or Harry. In Japan, parts of Europe and North America, the Tasmanian brand is very well regarded and highly sought after.
In the supermarket meat cases of Hong Kong and Singapore quite often you will see New Zealand branded lamb (I must say how much I respect the Kiwi's and what a great job they have done with their origin branding); where's the 'Australian' or 'Tasmanian' branded lamb?
The opportunity is just too good. Lamb producers want to participate in supply chains where they can build a relationship with the final customer. So often you hear it - "we want to work further down the supply chain". Producers want to get involved in active marketing programs, where they better understand customers needs and deliver the right produce accordingly. And of course, they want to move towards becoming a price-maker, rather than the reverse.
Abattoirs, boning rooms, packers, traders and exporters can read the 'tea leaves'. They know their customers are demanding more lamb of the right type to meet their consumers demand. Is this going to change? I don't think so. Savvy manufacturers are looking to new and interesting ways to lock in supply. The same savvy folks are closer to the customer and often have a better understanding of their needs. So, a brand like the Southern Island Lamb Company has some appeal.
Perhaps most importantly customers also find the brand very appealling. Quality assured lamb from dedicated Tasmanian producers. The customer has traceability right back to the farms where the lambs grow and can see all the good work done and care taken by the farmer. Right now we're in the process of building relationships with the right customers for the Southern Island Lamb Company brand and our aim is to start selling January 1st 2009.
So, we're meeting with the customers, we have the support of the team from Roberts and have just about signed up a fantastic manufacture and export partner.
Now we just need to start talking to the right Tasmanian growers. If you are interested get in contact - mark@sutt-le.com
