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. 23.04.2018
    23.04.2018
    by      In
    Sidewood Estate has put the finishing touches on it $4 million winery expansion in the South Australian town of Nairne, which includes one of the most technologically advanced bottling lines in the Adelaide Hills region.
    The bottling line can fill and label up to 3000 bottles per hour with an... Read More
  2. 23.04.2018
    23.04.2018
    by      In
    BAE Systems has formalised a deal to source almost 50,000 tonnes of Australian steel to build Future Frigates for the SEA 5000 programme, should it win the tendering process. 
    Under the agreement, Bluescope Steel and Liberty OneSteel will provide steel components for BAE's Global Combat Ship-... Read More
  3. 23.04.2018
    23.04.2018
    by      In
    Melbourne-based packaging giant Visy is aiming to rapidly increase its investments in automation, with the end goal of having a fully automated factory. 
    “We have a vision which I call the ‘lights out’ factory - a fully automated box factory that operates in the dark because robots don’t need... Read More
  4. 23.04.2018
    23.04.2018
    by      In
    With international electric vehicles failing to make an impression on the Australian market, a local manufacturer has stepped up to the plate to provide some much-needed competition. 
    ACE Electric Vehicles is planning to produce Australian-manufacturered electric cars, with the goal of releasing... Read More