Creating value through diversity, innovation and excellence

The Australian Canola Industry

Opportunities for Cooperation

Creating value through diversity, innovation and excellence

Outline

AOF 2010 plan – where a cooperation alliance fits

Cooperation alliance

– Why cooperate

– Areas of common interest

– Focus on research

Final thoughts

Creating value through diversity, innovation and excellence

The AOF 2010 Plan

Creating value through diversity, innovation and excellence

AOF strategic planThe industry’s 2010 plan for growth Replace hard fats with value enhanced soft oils Replace imported meals and improve value

relativity of local meals Increased market share through quality enhanced

products New markets e.g. biodiesel

Access new food markets – edible beans Meet domestic demand for minor oils

New oils for health and functionality Functional foods, nutraceuticals and

pharmaceuticals Industrial oils

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Creating value through diversity, innovation and excellence

Growing the industry

Expanding the market for oilseeds by promoting benefits for food, feed and industrial uses

– Shift to healthier oils in the Australian market– Improved positioning of canola meal– Growth in the biodiesel market

Creating value through diversity, innovation and excellence

Growing the industry

Facilitating access to best agronomic practice advice for farmers– Increase production– Position canola as crop of choice

Creating value through diversity, innovation and excellence

Growing the industry

Increasing industry’s access to research investment and technology

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Uptake of GM cotton in Australia

Creating value through diversity, innovation and excellence

Growing the industry

Enhancing Australia’s position in international markets– promotion of the industry– seeking a level playing field in trade– forming international partnerships

Creating value through diversity, innovation and excellence

Cooperation Alliance

Creating value through diversity, innovation and excellence

Why cooperate

Improve positioning of canola in minds of consumers

Grow the total market for canola

Ensuring canola is positioned to take advantage of opportunities in the oils and fats market

Leverage strengths of each party where common interests

Creating value through diversity, innovation and excellence

Areas of common interest

Cooperate on research– Complement, not

duplicate– Joint where

appropriate Cooperate on canola

branding– Consistent messages– Encourage use of the

name canola rather than rapeseed

Cooperate on standards and trade issues– Removal of trade

barriers– Payment for quality– Biodiesel

Market development• Brassica Juncea

Creating value through diversity, innovation and excellence

Opportunity for research cooperation Oil

– Improved understanding and awareness of health benefits

– Market support/development for new variants

Meal– Improving meal quality and value– Decommoditise meal i.e. ruminant and monogastric

canola meal

Canola quality objectives– Leverage global breeding investment in canola

– Objective measurement methods

Creating value through diversity, innovation and excellence

Final thoughts

Canola industry is facing a bright future

Opportunity to increase the global market share held by canola by working together

Some issues to address in the how and what– Areas of focus– Level of formality– Funding

Innovative approach, but will require commitment from all parties

Creating value through diversity, innovation and excellence

Thank you