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Australia: New project aims to open new market opportunities for Australian barley growers
As demand grows for Australian barley and malt in Central and Latin America, Australian growers will benefit from a new project designed to present diversification opportunities in these markets, Beer & Brewer reported on November 4.
Delivered by the Australian Export Grains Innovation Centre (AEGIC), an initiative of the Western Australian State Government and Grains Australia, the new project will gather information from the Central and Latin America markets, such as preferred quality and functional properties, to better inform the breeding and market engagement strategies of Australian barley growers.
The project is already underway, with AEGIC personnel set to meet with customers in Mexico, Colombia, Peru, Brazil and Chile this month to understand their needs and foster new opportunities.
Embarking on the visits is AEGIC’s Markets Manager – Lead, Mary Raynes, and Barley and Oat Quality Program Manager, Jack King, building on market engagement conducted in Central and Latin America last year.
Raynes said: “This major project will give the Australian barley industry access to objective intelligence on these markets’ preferred malting barley quality attributes.
“These insights will enable Australian breeding companies and Grains Australia to make more informed decisions around breeding and classification of Australian barley varieties, and will assist Australian trade representatives when engaging with these markets.
“Ultimately, the project aims to position Australian barley as the preferred choice in the region and diversify markets for Australian barley growers,” she explained.
The new project has been endorsed by the Barley Council of Grains Australia, which is an initiative of the Grains Research and Development Corporation, and responsible for the services and functions that improve the industry’s competitiveness and profitability.
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