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A cross-section of Australian business leaders have been selected to spearhead an ambitious new project to re-brand Australia and "reclaim Australia's competitive advantage". Andrew Forrest, former CEO and current Non-Executive Chairman of Fortescue Metals and the owner of Harvey Beef in WA, will chair the National Brand Advisory Council at the invitation of the Minister for Trade, Steven Ciobo. The Council will oversee the development of a new national brand that will seek to reposition Australian products, services and interests to compete in a rapidly evolving global marketplace. 

The industry led, government-enabled initiative will see the rollout of a series of industry forums in all capital cities and online via a digital engagement platform from late June, where businesses can have their say about how the nation can improve its global brand. Mr Forrest praised the initiative, describing it as a transformational project that would sharpen Australia's competitive edge globally against other nations to draw in investment, grow exports, and attract visitors. For more information or to express your interest in the Nation Brand initiative go to  

For the meat industry, having a strong national country of origin brand will always be of value in underpinning the "seal of approval" for Australian based products but any market premiums will still come back to company brands that underpin product specification and quality attributes that directly meet customer requirements and therefore underpin value and price. For a time and temperature sensitive product like fresh meat, industry brands in isolation always risk bringing everybody back to the lowest common denominator. 

Tuesday 12 June 2018
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