August 2006
Margaret River Stands Proudly as MRWIA Plans New Strategic Direction
Margaret River stood proudly on its own, under a regional banner, for the first time a
t the biennial Wine Australia International 2006 in Sydney in July.
The ‘Margaret River Precinct’ was part of a new direction by the Margaret River Wine Industry Association to further increase the strength of the Margaret River brand.
While Margaret River is already recognised for quality wine, both nationally and internationally, more can be done to capitalise on its fine reputation.
This was highlighted by a US-based consumer survey by one wine group that found, when asked to identify Australian wine regions, American wine drinkers listed Jacob’s Creek, Rosemount and Margaret River in this order. While obviously confused over labels and regions, Margaret River proved it has market awareness.
Promoting Margaret River as a brand will create opportunities for members to take their products to new markets.
The Association invested in banners and stands used at Wine Australia so members can be united under the regional brand at future wine tasting events, both within Australia and overseas.
The Association is developing a new strategic direction for events for the next three years, with plans for a new release Whites Day in October and a Reds Day in July 2007. It is expected these annual days will become must-attend events for
media and wine trade, and will be eventually taken to the Eastern states.
Additionally, research is underway into potential international Margaret River-focused events.
New Regional Brand Revealed at Wine Australia
Designed by First Nature Design, the new regional brand that hung on four 3m x 2m banners above the Margaret River Precinct was created with other Margaret River groups in mind.
It is designed to have the ‘wine’ substituted for other words such as ‘cheese’, ‘art’ etc, or simply left with the words of Margaret River surrounded by the alluring adjectives.
Plain enough not to detract from company logos, yet still needing to grab attention, the brand has the support of other local groups such as the Margaret River Olive Association, Artisans and the Margaret River Regional Producers.
One wall of the Margaret River Precinct used quotes about Margaret River and tourism photos supplied by Australia’s South West to showcase other attractions of the region, beyond wine.
Safety First in Wine Industry Says Voluntary Group
"To promote an increased awareness and attitude towards Occupational Safety & Health (OSH) in the Margaret River Wine Industry through a network of like-minded members sharing information, discussing ideas and promoting best practice in safety management…."
The above statement is the aim of the OSH Focus Group, a voluntary group that has members from wineries within the Margaret River and is open to all.
With many common occupational safety and health issues facing wine producers and growers, the group said sharing incidents and solutions could not only benefit through shared learning but could save money.
They are working on a group training schedule to reduce costs for generic training such as forklift, first aid and manual handling.
They also want to promote better working relationships between vineyards and wineries and agencies such as WorkSafe. Wineries have been shut down in WA over OSH breaches, making it vital companies take workplace safety seriously.
The OSH Focus Group meets bi-monthly and can feature invited guest speakers, or informal safety tours at the invitation of the host member.
For more information, contact OSH Focus Group chair Cam Wood at cameron.wood@capementelle.com.au
Export Grant Changes
Austrade’s Export Market Development Grants (EMDG) scheme will continue until 2010 but there was some changes as of July 2006.
These changes could impact on members already claiming export grants or those planning to do so.
The changes include:
• Increasing the overseas visit
allowance from $200 to $300 per day
• Making applicants’ expenses
eligible when they are incurred to
increase the return on the disposal of intellectual property and know-how related to a company
• Separating the claimable categories for overseas representatives and marketing consultants
• Limiting the eligibility of cash
payments made by applicants to $10,000 per claim
• Removing the export performance test from the EMDG scheme and more.
If you had to read those changes twice and still have questions, you could be amongst the many people missing out on thousands of dollars in export development grant money because they do not know what is available or are daunted by the paperwork.
The EMDG scheme may reimburse companies up to 50 per cent of
eligible marketing expenses (less the first $15,000) for a period of 7 years.
The marketing investment must be aimed at promoting products with an export focus.
Many small producers would be unlikely to spend the money required to entitle them to a reimbursement but smart operators with a common
export goal could join together to pool resources and grant reimbursements, making their dollar go further.
Wine and Food = A Perfect Match
Food connoisseurs and wine lovers can better combine their passions as Margaret River wine and local food celebrate a new partnership.
The Margaret River Wine Industry
Association will assist the Margaret River Regional Food Producers with its administration and communication, under a new formal agreement.
While MRRPA remains an independent organisation, president Bill Allan said the arrangement would
ensure both associations better
promote the complete food and wine experience.
“Food and wine is a perfect match as both complement the other,” Mr
Allan said.
“Margaret River is well known for its fine wines and there is growing recognition for the gourmet food now coming out of the region. We want to ensure that every time a Margaret River wine is promoted, it is presented with olives, cheese or a well-matched meal.
“We will now work more closely with the wineries to maximise every opportunity to present food and wine together.”
MRWIA president Ron Fraser said it was an ideal partnership that would benefit, not only the food producers and the wineries, but the region as a whole as Margaret River’s reputation for gourmet food and wine continued to grow.
Forrest Partners New Hon. Treasurer
The Association has named Alex Smith of Forrest Partners as its new Honourary Treasuer.
In the Association’s committment to sound financial management, Mr Smith will be asked to contribute his financial
expertise to the Executive Committee, so they can make strategic decisions based on a proper understanding of the financial implications.
While day-to-day financial accountability and responsibility for the MRWIA’s activities remains with the CEO Nick Power, it has been recommended Mr Smith assist with an asset review and he will regularly review accounts, liase with auditors and assist with preparing budgets.
The Hon. Treasurer role is a voluntary position with Forrest Partners, based in Bunbury, taking on Gold Membership with the Association.
Green Partnerships Ensure Future Protection of Vineyards
The Cape to Cape Catchments Group (CCG) has been working with the Margaret River wine industry to establish best management practice to protect ecosystem health and water quality.
Many vineyards are fortunate enough to have creeks and tributaries running through them. Waterways have an ecological integrity of their own and play a fundamental role in catchment systems. Therefore it is necessary to look after our creeks, as whatever happens upstream will have a direct consequence downstream.
Properties undertaking restoration activities including Voyager Estate, Woodlands, Moss Wood, Sandalford, Brookland Valley and Howard Park.
Projects include invasive weed control programs, revegetation using native riparian species and erosion control.
Restoring fringing vegetation to our waterways and dams helps protect water quality by filtering pollutants and reducing erosion.
The CCG offer other projects
relevant to the wine industry including biodiversity protectio
n and enhancement, and nutrient management.
Please contact CCG staff on 9757 2202 for more information.
Case Study: Voyager Estate
Voyager Estate undertook a project to restore a tributary of Boodjidup Brook. Over 2,000 native seedlings were planted including a mix of rushes and sedges, shrubs and trees. The waterway will be fenced soon to exclude sheep from the area.
30 staff, friends and family came along to a planting day on the June 24.
Case Study: Moss Wood
Moss Wood has been re-establishing vegetation along their creekline and in other parts of the vineyard for over seven years.
Clare Mugford said restoring land that was not suitable for viticulture will play a part in enabling the preservation of balance with nature.
“This helps provide habitats and
ecological corridors for wildlife, control of weed species and erosion control, as well as providing an aesthetically pleasing nature strip through the
vineyard,” Clare said.
A Message from the President
A lot of time and effort went into the launch of the Margaret River precinct at Wine Australia in Sydney last week but judging on the feedback it was worth it.
I was proud to walk into the
exhibition centre and see the great job that had been done in creating a display which put Margaret River forward in a professional and very effective manner to the consumer and the trade.
Congratulations to all involved in this successful exhibition.
Amongst all the industry doom and gloom I believe Margaret River’s
future is very bright and to ensure that we achieve the best possible
results for the region we are working very closely with food, tourism and local council to capitalise on any
opportunity that may come our way.
We all know of the value and the power of the Margaret River brand and we need to continue to protect it and build on it to ensure our future success.
Elections will be held in the next couple of months so if there is anyone out there who believes that they can add some value to what is a very exciting Association, I would strongly encourage you to consider nominating for a position on the Executive Committee.
Happy pruning and I look forward to seeing you at our wine show launch in August.
- Ron Fraser
