AWB today launched a consumer marketing campaign aimed at strengthening end-user wheat demand in Indonesia, and building value for Australian wheat growers.
The marketing campaign is part of an unprecedented agreement with Indonesia’s Bogasari Flour Mills, the world’s largest flour mill and a major customer of AWB.
The campaign was officially launched today by AWB Managing Director, Andrew Lindberg, and WA Minister for Agriculture, Forestry and Fisheries, the Hon Kim Chance. Bogasari Senior Vice President Phillip Purnama, along with Australia’s trade commissioner to Indonesia, were also in Perth for the event.
"The agreement with Bogasari, who are in attendance today, demonstrates AWB’s commitment to the paddock to plate concept of wheat marketing and building value in the chain," Mr Lindberg said.
"We have forged a strong relationship with Bogasari over many years, and it has been strengthened by this new partnership in a manner that is good for the Australian wheat grower, and good for the Indonesian customer," Mr Lindberg said.
Minister Chance commended AWB on the implementation of this strategy and the ability to obtain premiums for Australian wheat as a branded product, rather than a commodity.
"Under the agreement, AWB and Bogasari will jointly promote co-branded flour. The joint promotions include television and print advertising, ‘road shows’ to Indonesian cities and provinces and a major expo in Jakarta this month," Mr Lindberg said.
The AWB-Bogasari agreement establishes minimum percentages of AWB wheat to be used in Bogasari’s grist, and includes AWB baking and milling training programs for South East Asian customers.
AWB and Bogasari will also run collaborative research and development programs which will develop, and encourage consumption of, wheat-based products in Indonesia.
The television commercial, promoting flour made with Australian wheat, will be shown on a high-rating cooking program sponsored by Bogasari, and goes to air in Indonesia this month.
From this month Indonesian shoppers will find in their supermarkets Bogasari flour packs branded with AWB’s logo.