NT Shelf-stable Food Products: Market Opportunity Analysis

The Northern Australia Food Technology Innovation project (NAFTI) is investigating innovations in food processing and value-adding of agricultural produce in northern Australia. The project is dedicated to the regions of the Northern Territory and Northern Western Australia (north of 20°S latitude). Specifically, it is focussed on shelf-stable foods using novel food processing technologies. Shelf-stable foods are foods that can be safely stored at room temperature in a sealed container. This includes low-acid high moisture foods that would normally be stored refrigerated, but which have been processed (thermally treated or dried) so that they can be safely stored at room or ambient temperature for a usefully long shelf life. Ambient temperature stability enables these types of products to be stored and distributed without reliance on a cold chain thus reducing logistics costs and increasing the resilience of the supply chain. Products that are thermally treated to sterility are also able to by-pass most biosecurity barriers to interstate and international trade.

The marketing component of the NAFTI project is aimed at understanding the viability of an NT shelfstable food processing facility and the market potential for shelf-stable foods produced using local NT produce, with a focus on red meat, tropical fruits and seafood. This market analysis also sought to inform the marketing strategies and approaches that will provide competitive advantage and the defendable long-term success for NT shelf stable foods. More specifically it identifies the types of shelf-stable food types using NT produce that offer most potential, as well as their critical unique selling points that will provide competitive advantage. It also informs key marketing aspects such as communication, pack size, pricing, and customer segments.

However, this marketing component in the NAFTI project is only the starting point and ongoing future market research will be necessary to providing greater insights to specific domestic and international markets, and the customer segment therein. Future concept testing of marketing mix elements will also be required to inform the tailoring of the shelf-stable food offerings to match these customer segment needs, as well as the standard continuous market research that monitors and informs ongoing marketing efforts.