To provide leadership and services to enable the pulses and oilseeds industries to make maximum sustainable contribution to Western Australia's economic and community development. A key issue identified in the SWOT analysis relates to understanding and developing markets for pulse and oilseed products. The industry must ensure better communication of market requirements, provide a more comprehensive range of marketing options, and better capitalise on market opportunities.
Most current markets are commodity based and discriminate on price rather than quality.
In the past, the pulses and oilseeds industry has approached markets in a speculative manner. Greater market understanding will lead to tailoring production to market needs ensuring long term viability and growth of a more secure industry. The Program will analyse current and future market requirements and feed this information back to industry, including breeding programs and producers. We will also inform industry, including customers, about qualities and applications of Western Australian pulses and oilseed products, as well as market opportunities for quality products. This objective relates to 'Market and Product Development' and 'Management and Industry Liaison' sub-programs.