Sunday 30 October 2011

Worried Ginger Farmers, Fijian Investment, Ginger Coffee Launch And Big Hairy Moustache

ABC Wide Bay, the Australian TV and radio station which covers part of Queensland's ginger growing region, had an interesting report on the problems facing farmers as they embark on a new ginger season. Since last year ginger crops in both the Wide Bay and Sunshine Coast areas suffered badly from the fungal rot pythium. Both areas typically produce 80pc of Australia's ginger annual output but last year some growers lost up to 70pc of their crops. These farmers have now planted this year's ginger 'seed' with trepidation and those farmers not affected last year are understandably concerned. I wish the farmers well for the coming months and I'll let you know of their progress.

Still on the subject of Australian ginger, here is an interview from ABC Brisbane with Ron O’Grady, CEO of Buderim Ginger.

I've reported occasionally in the past about the progress being made by the Fijian ginger industry to establish itself on the world stage. The Fiji Times has now told us of a $1 million three-year investment programme launched by the Fijian government to revitalise the ginger industry. It is hoped that the investment will improve the country's export earnings from the current $6.3 million to $9 million a year. Basically, the plan is to develop ginger 'seed' with increased vigour which can be grown throughout the country rather than selected areas as at present. Fiji currently produces more than 2000 tonnes of ginger a year of which nearly 50pc is exported, principally to Australia and Hawaii.

Various African websites reported last week about Nestlé Nigeria's launch of its Nescafé Ginger & Lemon coffee. I've noticed that ginger coffee is very popular in many parts of Africa (and the Middle East as well) but, as I've said before, I don't know why it isn't marketed in Europe and beyond. Back to Nestlé Nigeria and the news that this product is being introduced into the health market because of the "beneficial health properties of ginger and lemon". It's questionable whether a statement like that would be allowed in many countries.

Last week a number of websites, including The Drum, reported the launch of a £2 million advertising campaign for Ginger Joe, the alcoholic ginger beer. Depending on which site you read, I'm not certain whether this launch is the start of the £2 million or whether it is the next stage within an existing £2 million. Whichever it is, it's a lot of money. The centrepiece of the campaign will be Ginger Joe's signature ginger moustache, a brand mark fast becoming readily associated with the product. The moustache features quite prominantly, 78 feet's worth of prominence actually, on a billboard unveiled earlier this month in Shoreditch in London. The giant hairy moustache is overlaid with the message "Thanks for donating to our big hairy poster".

By the time you read this you may well have heard about the new flavour to be added to the range of Crabbie's Alcoholic Ginger Beers. Apparently we will only have to wait until the end of October to find out. The phenomenal onslaught of Crabbie's and the rapid emergence of Ginger Joe is shaping up to be an interesting battle. Although the producers may argue that they are aiming at different markets and demographics, I can't help but think of The Beatles and The Rolling Stones, and Blur and Oasis.

No comments:

Post a Comment