In an exciting new initiative, AWB is directly targeting international, end-product consumers in its marketing strategy to further strengthen end user demand for Australian wheat.
AWB Managing Director Andrew Lindberg said the consumer marketing campaign follows an unprecedented agreement with Indonesia’s Bogasari Flour Mill, the world’s largest flour mill.
"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 agreement establishes minimum percentages of AWB wheat to be used in Bogasari’s grist, thereby securing demand for Australian wheat, and includes AWB baking and milling training programs for South East Asian customers.
"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.
From this month Indonesian shoppers will find in their supermarkets Bogasari flour packs branded with AWB’s logo.
AWB has produced a television commercial promoting flour made with Australian wheat. The commercial will be shown on a high-rating cooking programme sponsored by Bogasari Mills and went to air to Indonesia’s population of 220 million people this month.
Mr Lindberg said the agreement followed the inaugural AWB Wheat Forum 2002 in Indonesia in June, which brought together more than 80 flour milling representatives from South East Asia.
"That forum was about assisting those customers getting the most from AWB wheat products, and providing them a range of support services, ranging from technical milling support, to trade finance, risk management and chartering advice," said Mr Lindberg.
"These services are all part of the package AWB is able to deliver its customers, which add value to the high quality wheat products we offer and improve National Pool value for growers," Mr Lindberg said.