Land to Market Australia
While forward-thinking farmers have been stewarding the land for many decades
in ways that promote positive ecological outcomes (and in the case of
Indigenous Australians, stewarding for millennia), until now, this beneficial
impact has not been thoroughly quantified or conveyed to regulators, market
partners, consumers and the communities that are impacted.
Australians today are more conscious about what they are consuming and the
impact their purchases have on the health of the land, and the individuals or
communities around them. While the generation referred to as 'millennials'
increasingly expects and demands a system of food and fibre production that
offers hope and is aligned with their values, we’re not only talking about
cashed-up city dwellers.
Around the country Australian consumers, restauranteurs and regulators, as well
as local and global food producers, are increasingly stating they would also
prefer to support a verified sourcing supply-chain that values the health of the land
and the wellbeing of farmers themselves.
We have created such a program in Land to Market Australia, which will be
launched in early 2018. It is designed to:
- launch the Ecological Outcome Verification
process and our 'Ecological Outcome Verified' seal
- create a shared understanding about the promise of regenerative Australian
- establish a credible and transparent sourcing verification program
based on actual ecological outcomes
- reach out to consumers, clients and market partners to
establish a new network of community
- foster grassroots demand at scale for products derived from regenerative
land management practices
- provide an opportunity for market partner clients (restaurants, food
producers, etc) to convey a valuable story of hope, optimism and proven
regeneration to their own patrons
- and, importantly, create a supportive network for farmers themselves
The program has three principle goals:
- develop and implement a robust methodology for landholders to gather data
which demonstrates the impact of their management on soil, water and the
- respond to the very real demands of a new generation, as well as
established groups of conscious consumers, who are seeking to buy food and
fibre aligned with their values, where the sourcing is transparent and
subject to diligent scrutiny, and
- build a community of closer relationships between market partners
(restauranteurs, food producers, sales agents) and like-minded farmers,
networks and influencers.