Tasmania’s ‘Produce of Heaven’

A consortium of premium food and wine producers and farmers from North West Tasmania have formed a unique marketing and distribution alliance to promote their food and beverage products to key global export markets under the “Produce of Heaven” (POH) banner.

Boasting the cleanest air in the world (As voted by the World Health Organisation) and recognised for its pristine water and rich volcanic soils, North West Tasmania is a growing destination for tourists and is already a powerful magnet for food buying regions for which country of origin and food purity is a significant and growing consideration.

The POH consortium has access to 55 businesses as contributors and around 200 farmers. The consortium includes the iconic King Island, Tasfresh, Webster, Ghost Rock winery and Petuna seafood brands along with a number of premium products rarely seen on Australian supermarket shelves due to their powerful export potential.

The initiative was officially launched at a dinner for 180 guests from key national and international locations, including a large number from the press. This was part of a three day experiential launch event set in Devonport, Tasmania – the heartland territory for POH growers and producers.

POH was established by Tasmanian identity and social entrepreneur Mr Mark Baker who has a long and successful history of creating change within the region. Mr Baker said the focus of initial activity is at four key offshore markets: Hong Kong, India, Dubai and Taiwan – all markets which have an active interest in sourcing premium products from a pristine region such as North West Tasmania.

“The Produce of Heaven consortium is the obvious next step to leverage the enormous export opportunities on offer to the region in the coming decade – and is a result of genuine collaboration between the farmers in this region on economic development and investment opportunities,” said Mr Baker.

“Tasmania’s quality temperate-climate and its low levels of chemical residues make it more than competitive with the world’s best producers. The fresh produce industry is not the only industry that will benefit from theses campaigns –exposure in the Asian Countries will also lead to greater tourist numbers for the region.

“Asian markets are particularly interested in Tasmanian produce – they have an affinity with Tasmania, as like Tasmania, Hong Kong and Taiwan, they are ‘Islands off a Mainland’. They also know that Tasmania has been formally recognised as free from fruit fly and tobacco blue mould as well as a number of other pests and diseases.

“The brand name ‘Produce of Heaven’ will be a banner that represents the fresh produce of Tasmania’s North West – the name was chosen as the area can boast the cleanest air in the world and is recognised for its pristine water and rich volcanic soils – and the result is produce just as mother nature intended,” said Mr Baker.

The campaign will centre around inviting overseas delegates to the North West, and by taking the North West to the World. This campaign is a natural extension of negotiations and relationship building which began when Mark Baker visited Taiwan and met with Taiwanese President Chen, to assist in successful negotiations which resulted in the reinstatement of Taiwan importing Tasmanian apples.

Mr Baker said the POH launch also aims to bring the nation’s attention to the value of our food produce and to encourage Australians and governments to support this industry with such significant potential.

by Michael Osborne