Porter Novelli Adelaide

challenge
In April 2004, Horticulture Australia Limited (HAL) received a grant under the Federal Government’s Pathways to Industry EMS Program to develop a program for environmental assurance in the Australian horticulture industry.  HAL had identified there was increasing need to develop a consistent approach to environmental management and proving the “green” in Australian horticulture, following extensive efforts over many years to prove the “clean” aspect, particularly when it came to food production. Producers were desperate for information and guidance, but they did not want yet another system imposed on them. The project wanted to work with industry to create Australia’s first guidelines and checklist for EMS or environmental assurance in horticulture. An added challenge was the need to build working relationships with HAL’s 34 industry stakeholder members. Porter Novelli was commissioned as project managers for the entire project, as well as communication managers.

solution
Working with HAL, Porter Novelli developed a detailed project management plan, budgets, and contract documents for DAFF, as well as a communication strategy to address both the overarching project objectives and those relating to engaging industries and delivering information. This involved:

• providing full project management services;
• creating a project brand and identity – Horticulture for Tomorrow, which could become a platform for a suite of environmental projects;
• providing administration services for an Industry Leadership Group and Technical Steering Committee, including helping to develop terms of references, set up meetings and record outcomes;
• coordinating development, design and production of guidelines for growers to use on-farm to implement environmental assurance processes;
• developing and driving a crucial industry and stakeholder liaison program, including approaches to engage industry and build support for the guidelines and the trial phase due to commence in 2005;
• engaging and managing a subcontractor to scope out existing EMS projects in Australia;
  developing and implementing communication strategies and activities including a media program, website, project updates, flyers, an introductory guide to environmental management, and display material; and
• coordinating a full-day industry summit, including developing the agenda, recruiting and managing speakers, marketing, delegate management, designing facilitation and workshop processes, briefing facilitators, and venue management.

results
The project was a resounding success, with positive and constructive feedback from all key stakeholders. The final guidelines were launched by Parliamentary Secretary for Agriculture Susan Ley in June 2006. The project is cited as a benchmark by DAFF staff involved and HAL. In 2006, Porter Novelli won a major new national award for public relations focusing on environmental issues for this work, presented by the Public Relations Institute of Australia.