Australian agriculture must focus on its image

Changes need to be made across the Australian agricultural industry if it is to overcome its image and not appear so over-confident.

This is the conclusion of advertising expert Craig Davis, who explained how the sector cannot afford to be too complacent when competition is so great.

Speaking at the Victorian Farmers Federation's Heart of Victoria Gala Dinner, he explained how agricultural workers in niche industries are poised to perform well at the moment.

"One of the legacies of Australian agriculture is that everything has to be about scale, everything has to be big. In order to be worthwhile and be discussed, it has to be about bulk," Mr Davis is reported by ABC News as saying.

He urged farmers to think of themselves as boutique operators that offer premium products, rather than supermarkets that are forced to cater for the needs of the masses.

There are certain industries within agriculture that are already poised for success over the coming years, such as organic farming.

A recent IBISWorld report highlighted how organic farming has already proved its worth over the past five years and is likely to continue to do so into the future.

The sector is expected to see growth of 11.2 per cent in 2014 and 49.6 per cent over the next five years, providing Australia makes the most out of its estimated 12 million hectares of organic farmland.

As identified by Mr Davis, there needs to be a cross-industry approach to production for the sector to succeed - which could see organic farming joining forces with other areas.

"There's way too many people with their oar in the water," he explained, emphasising how the industry needs to become less fragmented in the future.

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