With so many milk brands on the shelf, how do you choose just one? The same question could apply to any kind of supermarket item thanks to the sheer number of brands swamping stores. So how do brands stand out from the pack? Well, it’s simple, according to top Aussie brands. It comes down to a strong brand story.

At the 5th Global Food Forum, held recently in Melbourne, a handful of CEO’s from some of Australia’s biggest food firms cemented the belief that strong brand identity is essential in luring in consumers and strengthening sales. Shoppers are increasingly interested in just where their food comes from, who has produced it, and its point of difference.

Communicating a strong brand identity is being embraced by brands, big and small, as a successful marketing technique. Katrina Myers of Barham Avocados says that the company’s status as a local family focused enterprise has helped to boost sales. “We have developed a brand around our avocados. There’s a lot of success in that for us. Consumers want to connect with the farmer and where their food comes from.”

A2 Milk’s Peter Nathan attributed a strong brand identity to the business’ boom in China. “A2 has done very well in China while others have not. Why? What we have done very well is develop a very strong brand story.”

Peter believes brands who are ambitious should focus on strong brand identity as a priority if they want to boost sales. “Brand building and inventory control are our two key objectives. We are unique – we promote that key consumer benefit (which is digestion). That is a way we can protect our brand.”