I am disappointed the latest strategy is still trying to invest in all the brands individually. How many small companies have success in that strategy? Across 9 brands?
For mainland and international growth in particular, they should be investing in 'The Tasmanian Food Co' master brand only. If the strategy is all about provenance, then the master brand says it all, you don't need to say much more than that. This includes making it the main brand on consumer packaging, with the existing brands becoming a sub-brand of the master. None of the other brands, MVD, Pyengana, Betta, Shima, Nicholls, carry any significance or identity outside Tassie. So they can push the master brand and become instantly recognisable across all current and future products launched. The efficiency in marketing spend (ROI) should also be much better. It's not hard to figure out that MVD or Pyegana aren't going to be nationally recognised brands any time soon, so invest in the master brand and leverage the provenance of Tassie on the mainland and internationally. Even in Tassie, you would expect they would be a proud bunch.
