Bringing more value to everything Tasmanian through renewability
30 Nov 2020
In 2022, Tasmania will be one of the only places in the world that has 100% renewable energy. According to Todd Babiak, CEO of Brand Tasmania, being 100% renewable is a huge opportunity for Tasmania for almost all of our products. What if, in addition to 100% renewable energy, we could also have zero-net emissions on farms through methods like planting trees? Todd believes we could actually deliver the product that the whole world is looking for. He says, " If our job is to bring more value to everything Tasmanian, renewability is a key way to do it."
Telling the Tasmanian Story
“Place-branding is really about bringing focus and discipline to our economic development, our cultural and our social efforts so that we're all telling a singular story and using it not only to make decisions, but to sell whatever it is we're building,” says Babiak.
Put into context for Tasmania, Babiak further explains that place brand is a unifying cultural expression that the farming and agriculture community can use to help tell and sell the Tasmanian story to market their products at a premium.
“I think the culture of farming and agriculture is very powerful. When people come together as they could here in Tasmania on an island, we can do something very special that few other places around the world can do. It’s difficult to compete on price, from a place like Tasmania, so we've moved in many ways from commodity to premium. And we can do even more.”
Tasmanian produce, products and tourism have developed reputations that are highly regarded across Australia and across the international market. And Babiak says we shouldn’t stop there.
“In 2022, Tasmania will be among the only places in the world that has 100% renewable energy, and in the coming years, by 2040-2050 we'd like to be 200%. That's a remarkable story to tell, a 100-year-old story of struggle, hard work, and invention. Our job is to make Tasmanian renewable about more than electricity, to make it cultural. Everything we do can have sustainability and that metaphor of renewable at its core. And timber [and agriculture] is a big part of that.”
How Tasmanian farmers can leverage our brand story
While Tasmania’s renewable story is one that Brand Tasmania will work to tell, Babiak says the messaging must start from the ground up, with all stakeholders doing their part to share and live the story, including Tasmania’s farmers.
“Most of the decisions we make, as consumers, are emotional decisions. We want to help Tasmanian farmers use narrative to create strong connections with their customers.”
Babiak explains that if people can choose from five or six products and they see a Tasmanian product with an aura of sustainability and the feeling of wilderness, the feeling of cleanliness and the feeling of sophistication that comes with hard work, artisanal quality and care for the land – they’ll choose Tasmanian over others.
“The decisions we make about the food we eat are among the most important decisions we make. And if, in addition to adding the land and the water and the air and the culture that we have here in Tasmania to these premium products, we also add trees and net-zero or carbon-free, it gives consumers another reason to choose Tasmanian and to pay more for it,” he says.
“What we can do here in Tasmania is something really special. We will have 100% renewable energy. We can also have zero-net emissions on farms through methods like planting trees. We could actually deliver the product that the whole world is looking for. If our job is to bring more value to everything Tasmanian, this is a key way to do it.”