The cafe and sandwich industries are set for greater industry representation across Australia with the launch of a dedicated representative body, the Australasian Sandwich Association (ASA).

Established to focus on industry issues and liaise with government and other regulatory bodies, the ASA aims to promote and celebrate the sandwich sector throughout Australia in the short term and regionally throughout the Asia-Pacific region over the coming years.

"For too long cafe owners and sandwich shop workers have had to battle to have their voice heard in the crowded Australian food industry," said Graeme McCormack, executive director of the ASA and Prontier, a company that specialises in sandwich fillings. "Now with the ASA coming on board as a new membership based industry organisation, services and resources aimed at bringing the cafe and sandwich sectors together will help give representation to the sector."

The ASA will be launching a membership drive on 11 April to help it reach its goal of having approximately 80 members by the end of 2011. Prontier and George Western Foods have already jumped on board, and discussions are continuing with Kraft and Fonterra.

The Association's focus will this year be on drawing industry attention to cafe and sandwich shop workers through a dedicated competition aimed at finding Australia's best sandwich creator, through the Great Australian Sandwichship.

The competition will only be open to non-qualified chef entrants and will be held at the FSA Expo in Melbourne from 19 to 21 June. The winner will then go on to the World Sandwich Final in Sydney in October where they will compete again the best sandwich makers in the world.

For more information go to www.sandwich.org.au