The King Island Brand
Brand King Island - "It is not just a logo"
In the years since the Future Direction Conference 2003, we have established that it is more than that. It is the experience around the product. The product might be a steak eaten in Japan, a drop of water taken in Spain, a meal at the King Island pub, honey off a spoon. They all tell a part of the King Island story.
King Island Brand will develop a consistent message to create a visual and verbal identity and tell King Island stories through the presentation, service and the way our products are handled.
There are core values associated with Brand King Island. The local community lives by these values every day. They include: Quality community, Quality produce, Simplicity, Island, Nature.
There are benefits, too, that come with these values. These include:Connection, Inspiration, Well-being, Opportunity, Aliveness.The aim is to involve all King Island businesses in the Brand, organised into industry groups around agriculture, fisheries (including kelp), food processing, retail and service.
King Island Brand Membership
Membership of King Island Brand is conditional on implementation of the relevant industry Best Practice as outlined in the King Island Brand Reference List:
Retail & Service
- Codes of practice exist for all operators therefore licensing ensures operating at a base level of quality
- Produce is to be purchased from an approved establishment
- Need training to ensure minimum standard of customer service from employees
- Training to be updated on a yearly basis.
- Training to be around empathy and style of service
- Membership requires yearly review, develop checklist for continued membership and use of dated logo
- Tourism Council of Tasmania accredited
- Membership of King Island Tourism Inc encouraged
- cooperative marketing opportunities for destination King Island available
- internet booking facilities available
- Compliance with relevant transport, accommodation, food handling and licensing accreditation procedures
- Products are sourced, produced or substantially transformed on King Island
- Producers/suppliers meet standards relevant to their industry (website explains underpinning standards for each product)
- Packaging/labelling is clearly recognisable as "King Island" in origin
- Ongoing professional development and/or training offered to staff members
Seafood- including Kelp
- Sourced from King Island waters
- Fresh, live and healthy at point of sale
- Australian Quarantine inspected
- Export accredited (AQIS)
- Food tracing systems
- Transport, process and production systems as per HACCP and AA
- Compliance with Department of Primary Industries and Water - Fisheries Management
- Product supplied to abattoirs is covered by regulatory framework eg NLIS, LPA and voluntary programs eg Cattlecare
- Processor covered by regulatory framework eg AQIS, AUSMEAT, MSA
- Supplier must prove livestock is processed on King Island
- Livestock imports- animals must be grass-fed on King Island for at least 3 months to be considered King Island product
- Protection is a major consideration
- Integrity off-island, is it King Island product? Funding required for long term to 'police' product integrity and genuine King Island product
- Need to protect King Island Beef from food safety scares
- Marketing- producers have a promotional "pamphlet"
- Product supplied to King Island Dairy covered by regulatory framework
- daily test of milk
- annual inspection of dairy
- Milk supply issues:
- King Island Brnad Managment Group aims to 'police' product integrity and protect genuine King Island product
- Grain feeding
- both farmers and cheese makers prefer grass fed
- grain to be used as a supplement
- grain to meet Tasmanian import standards
- Dairy farm effluent covered by regulatory framework, annual inspection
- Industry organisations
- Dairy farmers' relationship with King Island Dairy- recently farmers have been unable to negotiate as a group
- Relationship with TFGA should be strengthened
- "Local" product eg honey, eggs, lamb, wallaby, bobby calves, pigs, private kills are covered by their relevant industry regulatory framework.