Free range spitting...in the wind., page-10

Kev, all the farms are in western (or south-western) Victoria. With the exception of Hywood, it can be argued that all the rest are relatively new to the 12 apostles. That said, it would appear to be that the relevant farm is either Brucknell North or Bricknell South, unless or if they have changed the status of Ignatios (doubtful - still a feeding farm).

As for the interview, it seems that Tom Elliott didn't like it too much judging in particular by his subsequent comments following conclusion of the interview. His comment regarding taking city slickers for a ride was intriguing. So too was his comment about one caller who had discussed the free range concept with the ABC some 20 years back and suggesting to that caller that they should now go down to Camperdown and ask for their cut.

As for differentiation, this is what happens when A2M does something or when a particular region, area or style of production takes on a particular or unique characteristic of style. It is not when someone simply comes out and says (with no serious or detailed backing up of the claim) that it is"free range". Saying that it is do doesn't make it so. Making it do however could then provide the basis for claiming it so. This however has not yet happened and remains yet to happen. Others such as those marketing as "KingVslley" or as "KingIdkznd" road "the Roaring 40s" presently have a much stronger claim to substance as well as to provenance. With all the talk of provenance from late last year onwards, it certainly has not been taken up or become a selling feature or differentiator in the process.

As for one last observation, I was concerned for the comment about farmers and their milk. It was ASIC CDC was taking on milk supplies from other farms. This however is strange especially if the AHF farms are producing 27M+/L in their own right. Considered in this context, the matters of provenance, free range (even organic) do not seem to be matched out. You have the farms to supply your USB milk on a proprietary basis, not for milk to be collected in on a generic or bundled basis. So, presently speaking "free range milk" is nothing more than a three word slogan like - "stop the boats", "build no dams", or (my personal favourites) "drop the rubbish" and "stop the rot".