none

EXPORTING FROM AUSTRALIA GETS FREEKEH

15-09-2016
by 
in 

Thanks to a strong promotional campaign, Australia is massively boosting its exports of the supergrain 'freekeh' to the Asian market.

Greenwheat Freekeh is the world's leading producer of the grain, and has been operating in South Australia since 1997.

Managing Director Tony Lufti puts a lot of the growth in export down to effective sales and promotion directed at overseas markets, especially in the Korean market.

After promoting the grain on the Korean Food Channel, the company saw an upsurge totallying 168,000 orders.

"They bring in celebrities, chefs and nutritionists, and they sit down and talk about freekeh, and consumrs call up and place orders," Lufti said. "The Korean market is incredible, it is doing things for us that we never would have imagined."

From here, Greenwheat is working with a Singapore company to produce a rice/freekeh bend, which will then be marketed to the Asian market at large, including Korea and China.

The massive increase in sales is leading to a rapid expansion for the homegrown company, and the global demand doesn't look like it's going to slow any time soon. Neither does the local demand, according to Lufti.

"In 2011, the Australian merket accounted for less than 1% of our sales. In 2015, it accounted for 50% of sales. I could sell our entire product to export up front, but we are holding stock back for the Australian market."

The grain is a true homegrown star, offering four times more fibre than brown rice, a veritabe safari of prebiotics and probiotics, and more protein than most other grains.

"It's the number one super grain in the world today."

Related news & editorials

  1. 20.08.2018
    20.08.2018
    by      In
    Luxaflex Window Fashions is one of the latest manufacturers to take action against rising energy costs, revealing a 2080-strong solar panel installation on the roof of its Sydney manufacturing facility.
    Reckoned to be the world’s largest installation of Sunpower P19 panels, the solar array will... Read More
  2. 20.08.2018
    20.08.2018
    by      In
    The government’s support for the defence industry looks to be bearing fruit, with Defence Export Controls revealing a 25% increase in the number of defence and dual-use export permit applications received in the last quarter of 2017–18 compared with the same period in 2016-2017.
    Minister for... Read More
  3. 16.08.2018
    16.08.2018
    by      In
    Following extensive growth of the business, Beacon Solar (a division of Beacon Lighting Group) has changed its business (trading) name to Beacon Energy Solutions.
    Beacon Solar has been in the energy efficiency/solar market for more than 10 years, with the business initially offering residential... Read More
  4. 15.08.2018
    15.08.2018
    by      In
    BHP’s new $4.8 billion South Flank iron ore mine in the Pilbara is expected to create about 2500 jobs during construction and 600 ongoing roles. But local fabricators are quire rightly up in arms about the company’s decision to award the contract for 20,000 tonnes of structural steel work to... Read More