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Communities in Transition 

for Queensland Communities

Indigenous Artist - Roel Wijnants |

Lychees - CSIRO - Science Image - 2309

Lichen & street scene - Quest Media

Branding - Clean and Green
Quick Links
Consumer preferences
General - Provence 
Case studies
Consumer preferences
Australia’s Agricultural Future, 2015, Australian Council of Learned Academies
Section 5.4 deals with consumer preferences and Australia’s ‘clean and green’ image

Horizon Scan: Consumer Preferences, 2016, Queensland University of Technology & AgriFutures

Trend 1 looks at provenance to captured information and discussions around concepts such as ethics, origin, transparency and traceability, wild and farmed products, trust, certification, organics, locally grown products and farmer markets.

Trends in Organic and Green Food Consumption in China: Opportunities and Challenges for Regional Australian Exporters, 2015, McCarthy, Breda LLiu, Hong-Bo, Chen, Tingzhen,.Journal of Economic and Social Policy,Vol. 17, 1 Pg1-24.

For regional producers of organic food, the growth of the 'green food' market in China and the signing of a free trade agreement between Australia and China is critically important.  Study includes results of online survey of 250 Chinese consumers  on factors that influence organic food consumption in China. 

General  - Provenance 

Provenance of Australian food products: is there a place for Geographical Indications? 2015, William van Caenegem, Peter Drahos and Jen Cleary, Rural Industries Research and Development Corporation

This report examines the potential advantages of adoption of an Australian regime to allow the registration of Geographical Indications of Origin (GIs) for food products other than wine. The report is important as it examines the potential of such a system to enhance regional investment and jobs.

Local to Global: Provenance Branding and Farmer Co-operation for High Value Export Markets, 2016, William van Caenegem, Jen Cleary, Lucie Tréguier, Rural Industries Research and Development Corporation

This report examines opportunities in export markets, and the legal and regulatory implications of alternative collaborative and provenance brand protection options.

A Blockchain Provenance & payments platform - Empowering individuals and communities to create value in beef production excellence - White Paper, 2018, BeefLedger


Value-added foods – leveraging Australian attributes, 2018, University of Queensland

Australia enjoys an enviable and deserved reputation as the producer of safe, clean, green foods and agricultural products. Professor Mike Gidley – Director of the Centre for Nutrition and Food Sciences at the Queensland Alliance for Agriculture and Food Innovation (QAAFI), The University of Queensland – examines how this reputation can be leveraged to develop value-added foods.

Place Brand Equity: Economic Value of ‘Clean, Green’ New Zealand, 2016, The Place Brand Observer

New Zealand's Clean, Green and 100% Pure as umbrella brand

Green marketing and the Australian Consumer Law, 2011, Australian Competition and Consumer Commission

The purpose of this guide is to educate businesses about their obligations under the ACL . It aims to assist manufacturers, suppliers, advertisers and others to assess the strength of any environmental claims they make and to improve the accuracy and usefulness to consumers of their labelling, packaging and advertising. 

Case studies

Williams woolgrowers provenance program launched (WA), 2018, Queensland Country Life

Not only are wool producers now able to trace their Merino fleeces right through the supply chain to the end consumer, that end consumer will know the name of the person that contributed to the fibre they are wearing.


Provenance Flour and Malt


Provenance Flour and Malt is a pathway for Single Origin/Single Varietal supply to specialist premium artisan baking and craft brewing markets. They de-commoditise grains and legumes back into a product that possesses and reflects the unique performance characteristics from an individual farm. This is world leading in the supply of cereal grains.  They have a direct relationship from farmer and their community, to bakers/brewers and their customers. It gives recognition of each farmer to the consumer who can then know where, and how their food is grown. The earth on each farm has unique minerals and nutrients that when farmed holistically, combined with the local climate, creates a crop that has special characteristics.  They want consumers to taste that and be involved in this. Through this program, Provenance Flour and Malt helps bakers, brewers and their customers assist farmers to create beneficial environmental outcomes and to support local communities.

Qld cane farmers to create sugar blockchain, Qld Government 

The blockchain is to show “big sugar buyers” like soft drink makers how sustainably a key input into their products - sugar - was grown. It is hoped these customers will pay more in future for sustainably grown and fully traceable sugar as their customers ask for it. 

The good oil on Australian olives,  2018, Farming Together - Farm Cooperatives and Collaboration Pilot Program 

Australian researchers have identified different components in olive oils grown in two mainland states, giving growers new ways to market their product. Olive Centre CEO Amanda Bailey and SA olive oil expert Dr Richard Gawel undertook the analysis focussing on two health-giving components, phenols and an important bioactive, squalene, found in oils from Frantoio olives.  The study involved a collaboration between the Queensland Olive Council and Olives South Australia, involving 100 growers from south-east Queensland and SA’s Fleurieu Peninsula region.

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