Brand Orange the future for region's wine industry
Signature wines from the Orange region are just one of many initiatives set to flow from a new three-year State Government initiative aimed at creating new opportunities for the Orange wine industry and its associated food and tourism sectors.
Minister for Primary Industries, Ian Macdonald, today launched the $345,000 Brand Orange regional development strategy, signalling a new approach to market development for one of the Orange region’s most valuable industries - wine.
“Brand Orange focuses on achieving greater recognition and opportunities for local wines through a development strategy that also integrates food and tourism,” Mr Macdonald said.
“This in-turn will attract more tourists to the region and help ensure its long-term sustainability and build on Orange’s reputation as an emerging tourist destination.
“The primary industries sector contributes significantly to the State’s economic performance, and the development of initiatives such as this will only further enhance the rural sector’s income generating capacity and competitiveness.
“The State Government sees Brand Orange as a pilot project with the potential to be replicated in other regions interested in establishing a regional development strategy for local agricultural produce.
“This project involves highlighting Orange’s strengths within the competitive wine and tourism industries; and in particular the promotion of Orange wines to consumers in nearby capital cities Sydney and Canberra.
“For example, some 60 per cent of 1400 hectares of vineyard in the Orange region are planted to red winegrape varieties that make some of the finest wines in NSW.
“One of Brand Orange’s objectives is to deliver more of these wines into new markets and consolidate Orange’s reputation as a place of great wine and food.
“By stimulating economic development and investment locally, there will be far-reaching benefits to all of the community, not just those areas working directly with the project.
“This project will be driven by a project officer, Kim Currie, but also involves close involvement by local producers and State and Local Government.”
Brand Orange is a partnership between the Orange Regional Vignerons Association, NSW Department of Primary Industries (DPI), Orange City Council and the NSW Department of State and Regional Development.