Branding ethical and grass-fed red meat for export - Grower Group R&D Grants Program

The Grower Group Research and Development (R&D) Grants Program awarded $6.7 million to 16 grower groups across Western Australia in its inaugural round. The grants are administered by the Department of Agriculture and Food, WA (DAFWA) and supported by Royalties for Regions.

Branding ethical and grass-fed red meat for export
Organisation: Fitzgerald Biosphere Group
Grower Group R&D Grant amount: $100 000

Recognising rising consumer interest in ethically-produced food, the Fitzgerald Biosphere Group has engaged the School of Business and Governance at Murdoch University to assess consumer preferences, possible markets, branding strategies and industry support for red meat products that have been raised naturally.

The project aims to quantitatively identify consumer attitudes and demand in WA and China and define a new brand to identify grass fed red meat, produced using best practise animal husbandry.

A detailed research report will be produced to specify market characteristics within the value chain, consumer decision making criteria, competition analysis and proposed strategies to enter and expand the Chinese market.

The $17.4 million Grower Group R&D Grants Program is a major component of the Agricultural Sciences R&D Fund managed by DAFWA.

For the latest updates from across all the grant projects, check out DAFWA's Facebook and Twitter accounts #GGgrants.



Contact information

Agricultural Sciences R&D Fund
Page last updated: Wednesday, 6 December 2017 - 10:04am