Australia to launch own wheat brand

Australia is to launch a national wheat brand to help overseas customers identify the quality they expect to find from the 16 million tonne Aussie export crop.

The new brand name and logo are expected to be in place in time for the 2011 harvest, reported The Land.

The branding initiative will be supported by independent quality assurance accreditation giving exporters a standardised repertoire of technical certification data and product information to use when doing deals with international buyers.

Since AWB Limited’s export single desk was abolished and the wheat trade was opened up to multiple merchants three years ago many overseas customers have been left frustrated and confused by a wave of new players hitting the market and spruiking for business.