Strategic Investment Plan 2016 - 2021

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Strategic Investment Plan 2016 - 2021 Australian Melon Industry Strategic Investment Plan 2016 - 2021 Australian Melon Association Inc. Contents Executive Summary ................................................................................................................................. 3 Vision ............................................................................................................................................... 3 Mission ............................................................................................................................................ 3 Overview of the Strategic Plan............................................................................................................ 3 Background to the Australian Melon Industry Strategic Plan ................................................................ 4 Developing the Australian Melon Industry Strategic Plan .................................................................. 4 Rural Research and Development Priorities ....................................................................................... 5 Inherent components of the Strategic Plan ........................................................................................ 5 Structure of the Australian Melon Industry Strategic Plan ................................................................. 6 Where are we now? Profile of the Australian Melon Industry ............................................................... 6 Product Description ............................................................................................................................ 6 Industry Structure ............................................................................................................................... 7 Marketing ............................................................................................................................................ 8 Pest and Disease Pressure ................................................................................................................ 10 Drivers of change in the Australian Melon Industry ......................................................................... 10 Where do we want to be? The Future of the Australian Melon Industry ............................................ 12 Vision ................................................................................................................................................. 12 Mission .............................................................................................................................................. 12 Critical Success Factors ..................................................................................................................... 12 Overview of the Strategic Plan.......................................................................................................... 13 How is the Strategic Plan funded? Australian Melon Industry Investment .......................................... 14 Funding sources ................................................................................................................................ 14 Funding allocation ............................................................................................................................. 15 How are we going to get there? Objectives and Strategies ................................................................. 16 Objective 1 - Ensure profitable and consistent availability of Australian melon to meet consumer demand. ........................................................................................................................................ 17 Objective 2 - Protect the viability of the Australian Melon Industry through efficient pest management systems and biosecurity management. .................................................................. 19 Objective 3 - To facilitate a sustainable and profitable production sector by increasing demand for Australian melon in line with increasing supply. ..................................................................... 21 Objective 4 - Ensure the Australian Melon Industry has appropriate capacity to manage industry development and respond to change by developing relationships and resources. ..................... 22 Monitoring and Evaluation ................................................................................................................... 24 Contributors .......................................................................................................................................... 25 1 Author Dianne Fullelove, industry Development Manager, Australian Melon Association Inc. Disclaimer The information contained in this publication is intended for general use to assist public knowledge and discussion and to help improve the development of the Australian Melon Industry. You must not rely on any information contained in this publication without taking specialist advice relevant to your particular circumstances. Whilst reasonable care has been taken in preparing this publication to ensure that information is true and correct, the Australian Melon Association Inc. (AMA) give no assurance as to the accuracy of any information in this publication. AMA, the author or contributors expressly disclaim, to the maximum extent permitted by law, all responsibility and liability to any person, arising directly or indirectly from any act or omission, or for any consequences of any such act or omission, made in reliance on the contents of this publication, whether or not caused by any negligence on the part of AMA, the authors or contributors. This publication is copyright. Apart from any use as permitted under the Copyright Act 1968, all other rights are reserved. However, wide dissemination is encouraged. Contact Australian Melon Association Inc. PO Box 913 Kenmore QLD 4069 P: +61 413 101 646 E: [email protected] W: www.melonsaustralia.org.au Date September 2016 2 Executive Summary The Australian Melon Industry Strategic Plan 2016 – 2021 has been developed to provide clear direction for advancement of the Australian Melon Industry and to define key outcomes required from investment of industry and government monies over the next five years. This Strategic Plan was developed by the Australian Melon Association Inc (AMA). as the representative industry body for the Australian Melon Industry. In the past, the Australian Melon Industry has had limited R&D investment funds and hence was unable to invest widely in research and development. Over the last decade, investment has focused on research to directly influence the performance of production businesses. Now, the industry has levies to fund research, development and biosecurity in conjunction with R&D support from the Federal Government. Given the past circumstances, the focus of this Strategic Plan is to ensure that the melon industry is able to guide research that has been long overdue. It needs to address high impact gaps in R&D to complete the suite of tools and information available to growers and expand the supply chain. Vision By 2020, the Australian Melon Industry will be vibrant, rewarding and exciting industry made of collaborative and engaged growers who produce superior quality produce in a clean and sustainable manner, which is valued by consumers and delivers increased sales and profitability across the supply chain. Mission The Australian Melon Industry will be led by strong leadership, seek resources to drive relevant research and development initiatives; representing and advocating for and supporting the industry. Overview of the Strategic Plan Objective 4 Objective 2 Objective 3 Ensure the Australian Melon Objective 1 Industry has appropriate and Protect the viability of the Ensure profitable and consistent To facilitate a sustainable and sufficient capacity to manage Australian Melon Industry through availability of Australian melon to profitable production sector by industry development and respond efficient pest management systems meet consumer demand. increasing demand for Australian appropriately to change by and biosecurity management. melon in line with increasing supply. developing appropriate relationships and resources. 2.1 Continuously improve the 3.1 Conduct market research to 4.1 Facilitate industry 1.1 Continuously improve the efficiency, affordablility and identify market opportunities and development activities to deliver effectiveness and efficiency of access to pest management support the positioning of improved outcomes for growers melon production systems. systems. Australian melon. and industry investors. 1.2 E nsure that consumers can 4.2 Develop appropriate confidently purchase melon at 3.2 Drive demand for melon 2.2 Ensure biosecurity systems leadership, structures and retail level through quality through effective market protect the melon industry. resources to provide sound assurance and food safety development and promotion industry stewardship. systems . 2.3 Develop and maintin effective 3.3 Develop and implement an 1.3 Implement appropriate industry development capability 4.3 Ensure the industry has Export Plan that details market information systems and risk to ensure pest management and appropriate resources and risk access and market development management strategies to biosecurity strategies are management strategies to requirements , to maximise export underpin supply. available to Australian melon function effectively. market opportunities. growers. Details of the Strategic Plan objectives
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