Title: Choosing new rural industries Rob Fletcher School of Agriculture and Horticulture University of Quee
1Choosing new rural industriesRob
FletcherSchool of Agriculture and
HorticultureUniversity of Queensland Gatton
2New rural industries
- Those industries not previously pursued in an area
3New Crops since 1950(Australia)
- Wood Chudleigh
- Bond (1994)
4Whats your new rural industry?
- Organics Stevia Vegetable soybean Hemp Native
flowers Bushtucker Neem Asian vegetables
Paulownia Olives Echinacea Kenaf Pitaya Cacao Tea
tree Sunn hemp Lemon myrtle Jujube Dioscorea
Amaranth.
5!!!!!!!!! Enquiries?!!!!!!!
6The aim of today is to reduce your
anticipointment of new rural industries
7Problems with new rural industries
- Scant reliable information
- A long wait for profits
- High risk
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8HYPE
9 Hamper Your Progress Every-time
10There are no experts
11Everyones situation is unique
12Uniqueness
- High demand
- Irrelevant
- Pyramid selling
13Risk
- Exposure to the chance of injury or loss
14The level of risk depends on
- The likelihood of the event occurring
- The impact of the event when it occurs
15Risk management
- Minimises the impact of uncontrollable risk
factors - Controls the manageable risk factors
16Risk factors
- Market fluctuations
- Economic vagaries
- Production options
- Personal changes
17!!!!!!!!!an expert is!!!!!!!
18I will not be telling you what to do
19!!!!!!!!!language!!!!!!!
20Your response is important
21To solve a problem
- Trial error
- Imitation
- Principles
22The 10 points for Planning
23Planning
24Changes in rural industries are often crisis
driven
25Is there a local champion?
26Planning
- 2. Why are we contemplating change?
27What is our purpose?
28What is the purpose of our purpose?
29What is the purpose of the purpose of our purpose?
30Will the change be a hobby or a business?
31Why produce something nobody wants to buy?
32Planning
- 3. What do we enjoy doing?
33Its always easier to learn something if it is
interesting and relevant
34Will the changes drive us crazy?
35Planning
- 4. What is our commitment to change?
36What can we do for ourselves?
37We should only gamble what we can afford to lose
38Expecting windfall profits can be exhilarating
39Planning
- 5. Is there easy access to info?
40- Media reports
- Hunches
- Data
- Info
- Knowledge
- Wisdom
41!!!!!!!!!today is cancelled!!!!!!!
42!!!!!!!!!I do not like surprises!!!!!!!
43!!!!!!!!!more info!!!!!!!
44!!!!!!!!!who says!!!!!!
45!!!!!!!!!insufficient info!!!!!!
46!!!!!!!!!asic ads!!!!!!!
47!!!!!!!!!never wrestle with pigs!!!!!!!
48Planning
- 6. What is the new product?
49We will never hit a target unless we aim at it
50A products description is quality
51Planning
- 7. What is the new products marketability?
52Marketing is satisfying consumer needs
53Why produce something nobody needs?
54!!!!!!!!!maccas!!!!!!!
55Do we know our consumers needs?
56DOOR Marketing(Do Our Own Marketing Research for
New Rural Industries)
57Can you sell the product?Can you get it to
market?Who will get in your way?Can you improve
your info?
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60Planning
- 8. Is the new product easy to produce?
61Production dominates producers minds
62Why?
- Curiosity
- Achievement
- Producers
63!!!!!!!!!cashew apple!!!!!!!
64!!!!!!!!!papaya!!!!!!!
65!!!!!!!!!bmw!!!!!!!
66Planning
- 9. Are others also considering change?
67Changes need expertise in 1. Production2.
Marketing 3. Business
68No one is expert in all three
69How can competitors work together?
70ComplementCompete
71!!!!!!!!!cooperation cartoon!!!!!!!
72Planning
- 10. Should we work with others?
73Everyone involved in a solution needs to
participate in finding it
74Value/supply chain
- Producer
- Processor/packager
- Transporter
- Wholesaler/packager
- Retailer
- Consumer
75!!!!!!!!!bush tucker supply chain!!!!!!!
76The 13 steps for change commercialising new
rural industries
77Active commercialisation with benchmarking and
monitoring
7813 steps 1. New industry chosen 2. High risk
3. IP rights 4. Marketability of product
7913 steps 5. (Production?) 6. Form group 7.
Resources 8-10. Monitoring, benchmarks, review
8013 steps 11. Trial marketing 12. Trial
processing 13. Production trials
81Information and networking
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86!!!!!!!!!eoia handout!!!!!!!
87http//www.newcrops.uq.edu.au
88Thank you
89ContactDr Rob FletcherSchool of Agriculture
and HorticultureUniversity of Queensland
GattonPhone 07 5460 1311 07 5460
1301Facsimile 07 5460 1112Email
r.fletcher_at_mailbox.uq.edu.auWeb site
www.newcrops.uq.edu.au