1. Creating value through diversity, innovation and excellence The Australian Canola Industry Opportunities for Cooperation

2. Creating value through diversity, innovation and excellence Outline  AOF 2010 plan – where a cooperation alliance fits  Cooperation alliance –Why cooperate –Areas of common interest –Focus on research  Final thoughts

3. Creating value through diversity, innovation and excellence The AOF 2010 Plan

4. Creating value through diversity, innovation and excellence AOF strategic plan The industry’s 2010 plan for growth  Replace hard fats with value enhanced soft oils  Replace imported meals and improve value relativity of local meals  Increased market share through quality enhanced products  New markets e.g. biodiesel  Access new food markets – edible beans  Meet domestic demand for minor oils  New oils for health and functionality  Functional foods, nutraceuticals and pharmaceuticals  Industrial oils Short Medium Long

5. Creating value through diversity, innovation and excellence Growing the industry  Expanding the market for oilseeds by promoting benefits for food, feed and industrial uses –Shift to healthier oils in the Australian market –Improved positioning of canola meal –Growth in the biodiesel market

6. Creating value through diversity, innovation and excellence Growing the industry  Facilitating access to best agronomic practice advice for farmers –Increase production –Position canola as crop of choice

7. Creating value through diversity, innovation and excellence Growing the industry  Increasing industry’s access to research investment and technology % Uptake of GM cotton in Australia

8. Creating value through diversity, innovation and excellence Growing the industry  Enhancing Australia’s position in international markets – promotion of the industry – seeking a level playing field in trade – forming international partnerships

9. Creating value through diversity, innovation and excellence Cooperation Alliance

10. Creating value through diversity, innovation and excellence Why cooperate  Improve positioning of canola in minds of consumers  Grow the total market for canola  Ensuring canola is positioned to take advantage of opportunities in the oils and fats market  Leverage strengths of each party where common interests

11. Creating value through diversity, innovation and excellence Areas of common interest  Cooperate on research –Complement, not duplicate –Joint where appropriate  Cooperate on canola branding –Consistent messages –Encourage use of the name canola rather than rapeseed  Cooperate on standards and trade issues –Removal of trade barriers –Payment for quality –Biodiesel  Market development Brassica Juncea

12. Creating value through diversity, innovation and excellence Opportunity for research cooperation  Oil –Improved understanding and awareness of health benefits –Market support/development for new variants  Meal –Improving meal quality and value –Decommoditise meal i.e. ruminant and monogastric canola meal  Canola quality objectives –Leverage global breeding investment in canola –Objective measurement methods

13. Creating value through diversity, innovation and excellence Final thoughts  Canola industry is facing a bright future  Opportunity to increase the global market share held by canola by working together  Some issues to address in the how and what –Areas of focus –Level of formality –Funding  Innovative approach, but will require commitment from all parties

14. Creating value through diversity, innovation and excellence Thank you