FPJ1703C - Keogh, M (2020), Challenges and opportunities of premium markets in agriculture

FPJ1703C - Keogh, M (2020), Challenges and opportunities of premium markets in agriculture

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FPJ1703C – Keogh, M (2020), Challenges and opportunities of premium markets in agriculture, in Farm Policy Journal, vol. 17, no. 3, Spring 2020, pp. 18-25, Surry Hills, Australia.

ACCC Deputy Chair, Mick Keogh, delivered a keynote address to the International Farm Management Conference on the 4 March 2019, where he spoke about the challenges and opportunities of premium markets in agriculture. Consumer trust should be a major focus for Australia’s agriculture sector as farmers increasingly target premium markets for their produce. Most of the growth in the total value of Australian agricultural output in recent decades has come from an increase in the average value of products, rather than an increase in the volume of output. Australian farmers and processors have increasingly altered their production and processing systems in order to target higher value or premium markets. It is important for the agriculture sector to ensure there are robust checks and balances in place so that consumers are getting the premium products they are paying for. The integrity of premium claims needs careful consideration to ensure consumers retain their trust in premium products. National information standards, similar to the one used for free range eggs, which outline minimum requirements when making certain premium claims could be beneficial to the industry.

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