State food income growth will be driven by stronger regional food groups.
By David Sly

CROPS only grow if the roots are nurtured. Bold plans to grow the value of South Australia’s food harvest from $8 billion to $13 billion by 2013 under the State Food Plan will only reach its target if the small food producers of this State are nurtured.
And this forms the basis of the third chapter of the State Food Plan, recently launched by Premier Mike Rann.

The plan, forged from input by primary producers, industry and government, has already reaped successful results since it was initiated in 1999. An increase of 15 per cent in food industry revenue after the first year of the plan hinted at its potential. Employment growth in food industries, now accounting for 20 per cent of jobs in the SA workforce, shows the flow-on benefits from increased food production and export.

Significantly, the plan has been strong enough to withstand a change in government. While there have been shifts in direction, the intention of the plan that was precious to John Olsen has been supported by Mike Rann.

Fundamental aims of the 2004-2007 State Food Plan are to assist revenue growth through innovative processing of primary crops, integrating demand chains and being competitive in more international markets. It also identifies a need to develop branded, differentiated products – the essence of specialised regional foods.

South Australia has slowly been carving a reputation for excellence in boutique gourmet items, though small food businesses must maintain premium quality as they increase production to satisfy expanding markets and sustain success.

The answer is improved regional collaboration – and money has been allocated through the State Food Plan to provide resources for nurturing stronger regional food groups.

Food Barossa stands as a strong example of what is possible when small food producers work under a common regional umbrella. Food Barossa has served as a badge of quality for those producers who meet the criteria for membership, provides a respected marketing badge and serves as an entrée to larger buying markets (especially through composite Food Barossa orders). Other regions have observed the steady progress of Food Barossa since 2001 and are keen to follow its lead.
Interest in regional food groups flourished at food industry workshops conducted in 2002, when only three regional and one city organisation had been established. There are now eight established regional groups and three more in the process of forming. Each of these groups will now have the support of a State Food-funded Food Industry Development Officer, whose function will be to facilitate marketing and sales initiatives – all accountable and in accordance with the targets set in the State Food Plan.

Some regions have quickly seized on this support to better realise their potential to provide value-added food products, beyond their role as primary food producers.

Sheree Sullivan, of Udder Delights goat cheese manufacturers at Lobethal, has been trying to steer the five-year-old Adelaide Hills Food Group on eight hours of funded work each week. She had managed to maintain the group’s administrative affairs but never had enough time or resources to embark on major projects for marketing or promotion.

“We were supporting each other with ideas and shared information but we were also trying to run our own small businesses successfully,” Sheree says. “We could see the benefits of a strong regional group, but it couldn’t come at the expense of our own companies.”

The recent public launch of Adelaide Hills Food drew attention to two new initiatives designed to help realise these goals: the Taste The Adelaide Hills Guide (a touring brochure highlighting eateries and wineries of the region where Adelaide Hills produce is used and promoted) and the Friends of Adelaide Hills Food Program. This program is designed to encourage ambassadors and supporters – offering discounts and incentives with the aim of increasing customer base, sales and triggering increased tourism to the region.

The blend of food producers, wineries and eateries showcasing the region’s produce gives Adelaide Hills Food added potency. Advocates include Genevieve Harris, whose prominence as a chef, food writer, television presenter and food service manager at Mt Lofty House carries the Adelaide Hills food message to a very wide audience. Tied to this is a prominent promotional role played by Mt Lofty House in the structure of its menus and functions – especially the Adelaide Hills Food bias to its weekend gourmet cooking retreats, that brings retreat participants in contact with prominent food and wine producers of the region.

The next ambition of Adelaide Hills Food is to create a farm gate brochure by Christmas, to identify the sales outlets of all the small producers through the region.

While Adelaide Hills producers have been criticised for not previously having done something substantial to promote their food brands, patience has seen them hone their best produce and now present it with clarity and purpose.

The Fleurieu Peninsula previously tried to launch a regional food initiative without success; the ill-fated Fleurieu Gold brand trumpeted a loud marketing pitch in 1999 before enough committed food producers were willing or capable of supplying goods of adequate quality and quantity to new markets. Those failings have at least served as a potent reminder to a strong new regional food group, Fleurieu Peninsula Food, chaired by former Salopian Inn restaurateur Pip Forester, which represents a focused cross-section of established and emerging food production companies.

Bolstered by the outstanding success of the Willunga Farmer’s Market and the growing reputation of the region’s olives and olive oil, Fleurieu Peninsula Food has an identity that complements the reputation of premium quality wines from the region and immediately resonates with export markets.

As a consequence of this fresh energy, Fleurieu Peninsula Food has steered the construction of a new regional festival – Fiesta! – to run throughout October. It has been built on the ashes of the old Bushing Festival, a flawed event that slowly collapsed, having suffered from fractured interests between wineries and community groups. Fiesta will retain a wine interest, including the crowning of Bushing King and Queen for the winning winemakers of the regional wine show (being conducted in McLaren Vale on Friday, October 29), but a greater focus of attention will be placed on food. Indeed, a dual focus of Fiesta! is to promote the release of new-season wines and new-season olive oil.

The festival program features many new attractions and initiatives for the public to investigate. Chapel Hill winery’s new Gourmet Retreat facility is hosting a Regional Culinary Competition on October 6, with an aim of encouraging the region’s chefs to create signature dishes featuring local produce. To focus specifically on the region’s olives, Coriole winery will conduct olive and olive oil masterclasses, and host an olive oil forum, while Chapel Hill Gourmet Retreat will present the 2004 Fleurieu Peninsula Olive Awards on October 5.

Restaurants through the region will be offering specialty dishes highlighting regional produce and an array of Food and Wine Trails through the Fleurieu also willbe promoted.

For further Fiesta program details, visit the web site www.fleurieufood.com.au