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Producers find out what’s hot in food and beverages

In response to food and beverage producers identifying a need to sharpen their marketing edge to attract more customers, Latrobe City’s

By Latrobe City Council - 8th November 2006 - Back to News

economic development unit held its annual food and beverage event last week to highlight current issues associated with establishing premium markets.

Attracting a wide variety of key Gippsland food and beverage producers, the event featured three keynote speakers who provided insights into new thinking about how to educate consumers, both domestically and overseas.

Latrobe City’s senior economic development officer, Leo Billington said this year’s event was successful in raising issues dealing with regional branding.

"This year the focus was on what is required to achieve market presence with quality produce emphasising recognised authenticity and integrity. We want our regional producers to capitalise on their strengths to determine and capture their markets rather than being told what is thought to be best for them.

"Gippsland’s food and beverage producers are fast becoming recognised in the market place. Latrobe City’s economic development unit therefore can play an important supportive role by facilitating occasions when regional producers are made aware of current thinking about pertinent issues within their industry," Mr Billington explained.

"Leading our speakers was David Gorrie, editor and publisher of the Global Food and Wine Magazine, who spoke about development of personal relationships being a major aspect of business development. David’s magazine, has a readership in excess of 114,500, and continually profiles successful food and beverage businesses, all of whom have strong personal relationships with their customers as well as having a product that looks great," Mr Billington said.

"Well known Victorian cheesemaker, Ferial Zekiman from Maffra Cheese, explained how her business has successfully identified a specialist, niche market throughout Australia. Making superb cheese is Ferial’s claim to fame but the journey has not been without its trials and tribulations.

"The final speaker was Monica Evers, a specialist brand and image architect. Monica guided the audience through an informative session on how people perceive brands and just what makes a good impression," Mr Billington concluded.

The event was held on Tuesday 31 October at Moe’s Turfside Function Centre, hosted by Latrobe City’s economic development unit and was open to Gippsland’s food and beverage producers and marketers.

Source: www.gippsland.com

Published by: news@gippsland.com

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