Episode 7: Australia should aspire to be a global food superpower. Here’s why

Amie and Angeline sit down with Vanessa Matthijssen, executive member and Asia Pacific food and consumer lead at Deloitte Australia. In this episode, they discuss how Australia is losing it's competitive edge as a food producer – but how it’s not too late to change direction.

Transcript

Amie:

Welcome to Women Transforming Food, a monthly podcast brought to you by G100 and Inside FMCG. We explore the inspiring journeys of women shaping the future of the food industry. Today, I'm joined by my co-host, Angeline Acharya, Asia Pacific Chair of the Food Systems Innovation and Resilience Wing, G100 Mission Million. And our guest for this episode, Vanessa Matthiessen, executive member and Asia Pacific Food and Consumer Lead at Deloitte Australia. Welcome ladies.

Angeline:

Hello Amie, hi Vanessa!

Vanessa:

Thanks for having me, hi!

Amie:It's good to be back 2025.

Angeline:

Yay, and happy new year.

Amie:

I know, same to everyone listening. So throughout this series, we've had the privilege of speaking with incredible women who are transforming the food system through innovation and customer experience. We've had supply chains, sustainability, leadership and more. And today we delve into Vanessa's journey focusing on her impact for work driving industry  change and action. Vanessa, we first connected, I think it was about eight years ago now when I was covering as a journalist and the FMCG sector.

I was particularly impressed, I remember at that time, by your deep understanding of the industry, given your strong background in strategy and data. And you've dedicated a significant portion of your career to the food sector, forging valuable connections, driving transformative change, and contributing to groundbreaking projects. So most recently, you've been instrumental in the development of the Land of Plenty Position Paper, a document that calls for Australia to become a global food superpower.

And you've also spearheaded the formation of Australian Food and Agricultural Task Force, bringing together CEOs and board members from across the entire supply chain. Now that was a mouthful, but for those that are unfamiliar, could you explain the significance of this task force and position paper for the food industry? What are the key actions outlined in the paper and how this task force drive meaningful change?

Vanessa:

I'll start with the task force itself. That was formed just over a year ago to develop a vision and a path forward for a thriving food system in Australia. And it would be one that we believe is climate smart, resilient, globally competitive, and addresses some challenges around food security and food affordability. And the task force brings together 14

highly influential CEOs and board members from organizations from across the entire food value chain with representation from pharma groups like the National Farmers Federation, major processes like Grain Corp and Biga, as well as supermarkets, banks and technology venture capitalists. And we all share the belief that we can do more with our food system.

We believe it could be a much stronger engine for economic growth, more resilient and secure, because we are not as food secure in Australia as we would like to think that we are. And it could be a lot more of a powerful force to deliver on our net zero and nature repair aspirations. And we also believe that without deliberate action, we will lose our competitive edge on a global level.

Now we're a net exporter and we've got a vibrant agricultural history. We're well respected by our global markets, but there are forces at play that challenge our position and global markets at the moment are evolving at very different speeds and overall the pace is picking up and much of that is fueled by regulation and government subsidies and it's creating an unequal playing field.

And we feel Australia is not in line with the pace of some of our other markets. And we saw through the work that we did and the surveys that we created for our farmer communities here that 44 % of farmers in Australia already believe that Australia is losing its competitive edge. And standing still therefore means that we're going backwards. And we just don't think that that's an option for us because we've got such strong foundations and our food system can become a superpower for Australia if we choose it to be. 

But we do think though that there are three fronts that we would need to see change happening. The first one is around climate smart practices and the adoption levels here in Australia. Whilst they're relatively high, we do want to see an increase to build stronger climate resilience on farms and that will require financial support for our farmers. So recommendations around patient capital and co-funding models are part of our position paper and we're advocating for standardised frameworks and infrastructure to help measure climate data and exchange the data across the network.

The second front is around sovereign supply capabilities. So the need for us to become less dependent on imports and critical inputs, particularly with today's geopolitical landscape, that exposure to global players is increasingly risky and it will require some targeted investments in building sovereign capabilities, both in the processing side as well as on the input side of the value chain.

And doing that in places where we can have a competitive advantage. And then the third one is around strengthening our export position and diversification. Stronger evidence-based narrative for brand AU and then diversifying beyond just the produce into more of an IP, bio and tech technologies. Those are the three changes or the three fronts of changes that we are advocating for, but as you know, large scale change in a complex, highly fragmented, highly interconnected system like the food system is not easy and it will require a coordinated approach. And we're therefore calling for the creation of a national coordinating body in Australia  . And that would be then similar to other leading markets. So that body will then work with the different players, including government to channel the efforts and investments towards these recommendations.

Angeline:

Wow. So congratulations on, on, on, think, well, the report and actually what I really liked was the three actions that you've come out. As you say, while there's three, they're complex and it's going to take time so the task force itself, which I was really impressed with the group of leaders that you've described as being really deeply committed to driving the change. And even in reading the report, you can see their pledges that are outlined.

So Vanessa, how important is it to be working with leaders that are in a position to really throw their weight behind some of these goals and those three actions that you said?

Vanessa:

Gosh, it's been such a real, and it is a real privilege to be working with leaders who share the same level of passion and commitment to change. And this group is not only impressive, it is a group that has all of that in spades. And we were very clear as a collective from the start that we don't just want to be advocating for change, we want to be the change, which means that we all have to take personal accountability to move actively towards this vision. And we believe in coordinated system-wide approach, hence the collaboration across a business, across government. But if for some reason we're not able to pull this off, we wanted to make sure that the task force itself with the individual members and the organisations that they represent and lead, that we should have enough levers on our own to make more than a dent is one of the reasons why we asked each of the members of the task force to include that personal pledge in the position paper.

Angeline:

Yeah, and that's something probably I haven't seen having been on task forces and probably read lots of task force recommendations. Do you think the leaders will continue to do what they've said in the pledges, even if governments don't come in and intervene and collaborate?

Vanessa:

I've no doubt because a lot of them have been change leaders or change drivers in the past and I personally know how committed they are to the cause. Now the other thing is whilst the task force itself now that we've launched the position paper isn't going to continue in its form, we are going to continue to connect as a group to keep us honest and to focus on mobilising the change that we're advocating for. Now, hopefully, some of that will morph into that coordinating body that I discussed previously. But beyond that, I know that they will all take their personal accountability seriously. 

Amie:

Vanessa, when we spoke late last year, you highlighted collaboration was a key driver of change and you've mentioned this throughout the task force and the people that have chosen to be on it. Building these connections is really what I'd probably describe as one of your superpowers. How do you foster deep trust and authenticity across what is a very diverse group of stakeholders to achieve this meaningful progress that you're hoping to make within the food industry?

Vanessa:

It's amazing how powerful shared vision and passion can be when it comes to relationships. 

Amie:

So true.

Vanessa:

I've found that connections based on shared values and aligned goals are the most natural, genuine and authentic connections to make and to maintain. If I reflect on my journey, it's easy to feel intimidated by titles of people or the sheer size of the organisations that some of these leaders represent. And I've certainly had my fair share of that throughout my career. If I remind myself that every executive or board member or politician is a human first, right, a real person with beliefs and with passions, and we then approach those individuals on that basis, you would be surprised. I've certainly been surprised with how willing and generous people are to give you their time, their knowledge and resources to work with you. And I think the beauty of our food systems is that we have so many common challenges and opportunities that can only be realised when we actively work together. And for me, if I can be a broker of those connections and therefore be part of the change, that is something that is incredibly fulfilling.

Angeline:

Okay so Vanessa within food like any industry I'm sure there are projects and initiatives that you're better placed to serve with. How do you align the types of change that you're better equipped to support?

Vanessa:

It's such an interesting question. I think it comes down to two things. One, does it align with your views, your beliefs, your strategic priorities? And then two, can you make a genuine impact or difference with your skills or in the context of an organisation with your services and solutions? And I think if the answer to those questions is yes, you're where you need to be.

And I think if I reflect on Deloitte and the role that it plays in the market, because we're a global, large global firm, a wide network of connections across business, government, but also technology providers, we've got incredible depth of relationship. So that means that we are or should be unique ly positioned to see some of those connection points across the value chain and then bring players together to curate solutions. And for me, the task force is a great example of that. And that's where we can add, I think, real value.

Amie:

That makes sense. Much of your work has really touched on the connection between food and health. How do you see the food industry playing a role in promoting health and wellbeing as a preventative measure?

Vanessa:

I'm so glad you asked because this is something I'm personally really, really passionate about because it's such an exciting intersection and in my view, a truly undervalued opportunity because it could make a huge difference for society as a whole. But the good thing is it comes with incredible opportunities for food organisations, for retailers, for health care providers and for government to create value.

And we've got so many issues on the health front that could be addressed through food and nutrition, because we have our diet related illnesses continuing to skyrocket. We already have an unaffordable healthcare system. And in Australia, we live longer than in many other countries, but not necessarily in the best health conditions or with the best quality of life, particularly in the later stages of life.

That is not a situation that we have to accept. And healthcare providers, think together with food industry, particularly when they work together can make a real difference in how we look at prevention as well as on the recovery side. And there's a lot that's already being done. There's some real exciting initiatives in training, including one where hospitals teamed up with food suppliers to offer food and meal prescriptions as an alternative to medicine for outpatients to speed up their recovery. And I think that is pretty cool. But the big size or the big price, I should say, lies in prevention. It's education, it's making sure that the healthy choice is the easy choice for us as consumers. And our food industry has a big role to play in that from what they decide to grow, how to formulate the products for a supermarket, what you choose to to range or even h ow you price or promote your products on the shelves. And I must say that I've been encouraged by a lot of the initiatives that organisations have put in place, but I believe that we've got much more to do.

Amie:

That's why I'm keen to understand you mentioned sort of the role being undervalued. Keen to understand what, why?

Vanessa:

I think it's just imagining what is possible. It hasn't been a direction of travel that has been explored as much as I think it could be. So when I say undervalued, maybe it's more underestimated. The upside is huge, but it requires people to imagine what's possible. And I think now, particularly with technology going as fast as it is at the moment with the developments, the science, how much more we start to understand about our health and our body and how nutrition and the gut relates to how we feel the development or prevention of certain illnesses, all of that space is developing so rapidly now and it starts to uncover a lot of the opportunity and the upside that I think is available to us.

Angeline:

And I, it was interesting also, and I'm sure I was reading, actually on Inside FMCG, the latest South Australia, now, banning advertisements on buses of junk food as well, right? So you can see this intersection sort of coming in and if, you know, the industry and we don't sit here and do something about it, then there's another consequence as a result as well.

Vanessa:

Yeah, absolutely. And this was a great example of actually government as well, government owned entities that aren't necessarily directly playing in this space, but feeling that they can do something to help educate or to help change the perception of our consumers. And I think that that's an amazing example of that. And there's a lot more that we can do.

Angeline:

So heaps of opportunities. So Vanessa, looking ahead, what do you see as the next big transformation in our food system? What role do you hope to play in driving the change? So I'm interested in your views. And then what do you think, what's your encouragement to others in the food industry to drive change as well? 

Vanessa:

Yeah, the next big transformation, I think for me, is less about what's next, but more about how we can amplify and maximise the potential of the trends and the waves that are already at play. And now we spoke about food and health as a powerful intersection, that's certainly one. Many exciting initiatives, more to do, like we said, across the entire spectrum from getting the basics right to ensure that we formulate and curate the product portfolios such that we have affordable, healthy products available, not just in supermarkets, but in schools and any places where society gets their nutrition. And all the way to the other end of the spectrum where we continue to push the exciting field of precision nutrition and the role that technology and AI can play in understanding our body and how we optimise it.

The other intersection we gave a bit of our time to as well previously is the food and climate intersection. We've come a long way when it comes to changing the way that we produce, how we treat the soil, how we think about our land as a way to sink carbon, but again, more upside. So if I can play a, a role or a part by supporting any of these organisations in their transformation, or if I can broker connections to cut across company or sector boundaries to drive the change on a system level, I would be very, very grateful. And if I reflect on some of these waves, real change that we're advocating for, that we would love to see real change is always slow. And it takes a lot of organisations, a lot of individual people and everyday deliberate decisions to make it a reality. 

And I think we all have a part to play and I would encourage everyone who wants to make a difference to just reflect on what future you believe in, what change you see is necessary. Think about what you can do in the role or the organisation that you work for, who you could meet or want to meet or connect with and what other everyday choices you can make. So I would say learn from my mistakes. Don't be intimidated by the size of the challenge or the title of the person you want to connect with. Let your passion drive you and you'll be surprised at what's possible.

Amie:

You can all make a difference, right?

Angeline:

I that's.

Vanessa:

Yeah, yes.

Angeline:

And great advice because I think, sometimes if you're in a company working away, you know, you kind of go, what impact and difference can you make? But even just those intersections that you talked about and even just lifting your head up and kind of going, actually, these are very common challenges. We may come at it differently and execute it differently, but there's lots of opportunities to come together to kind of solve it as well. It's great to hear.

Amie:

It's good to have the care factor. I feel like it's just so important. Yeah.

Vanessa:

It’s what drives you and it's what actually back to your first opening question, Amie, it's the it's where the authenticity and the the relationship really starts to get cemented when they see that you genuinely care and it's it's the same concern or the same passion that they have. If that's the element of where you're coming together, it's it's a it's a starting point of a real powerful combination.

Amie:

Yeah, and I think it really drives people. mean, I'm in media, different to food, but same thing, right? When you have a collective of people that really care, it's so much easier to drive change.

Angeline:

I love that. I call it the Coalition of the Willing.

Amie:

So Vanessa, you mentioned that, you know, change is going to take time and we've all got a role to play, which I absolutely love and 100 % believe as we wrap up, keen to understand what's next for the task force in this year ahead for 2025.

Vanessa:

Yeah, two things on that one. One is the coordinating body that I referenced earlier, we actually do believe that establishing an entity like that is foundational. And we're in the process of pulling together a very tightly defined scope for that body and then recruiting the members to be part of that. And again, it will be a cross section.

A representation across the entire value chain. So you could possibly see some of our task force members continuing on in a coordinating body. So that's the first one. The second one is government engagement. And we've made sure that whilst we don't have government representation on the task force itself, that there has been engagement throughout with shadow ministers and ministers making sure that there is bipartisan support for those recommendations. 

And obviously with the pending election now, that will be something that we will be looking to pick up once there's a bit more greater certainty on where the direction of our next government is going.

Amie:

That makes complete sense. Well, thank you, Vanessa and Angeline. And a big thank you for listening to this episode of Women Transforming Food. If you've enjoyed this episode, feel free to like and subscribe wherever you tune into your podcasts.