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Two Aussie chefs are the latest example of savvy exporters using the world wide web to get into new markets.

Vic Cherikoff, chef and devotee of Australian food products, and business partner Benjamin Christie have recently launched their web-based food television channel (www.australianfoodtv.com)  on Joost, the internet’s broadcast-quality TV service (www.joost.com).

Cherikoff says the shows will allow Australian companies to promote their wares globally. “There are predictions Joost will conservatively attract 25 million viewers by the end of the year and rise to over 100 million in short order, making it bigger than the Food Network in the USA,” he says.

He believes there is huge potential for native Australian foods on the world market. “We can educate the world about Australia using indigenous foods and differentiate our products on the world stage,” he says. “This can be done by encouraging chefs, manufacturers and consumers generally to use uniquely Australian products.”

Tim Harcourt, chief economist for Austrade, also believes the new initiative can do great things for the already popular image of Australia overseas. “Australia’s reputation for the quality and freshness of our food (the whole ‘clean and green’ reputation) has been an important reason why our national brand has been so strong in major surveys of international trade and tourism. Our food and our chefs are major ambassadors for the Australian brand which benefits all Australians.”

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