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Southern Forests Food Council is proud to be celebrating its 10-year anniversary. Over the past decade, SFFC has worked alongside our producers to promote the diverse range of produce that is grown and produced in the Southern Forests region of Western Australia.


The SFFC and our supporters have been instrumental in developing key aspects of the region’s food and beverage industry, supporting local farmers and food producers, and fostering strong partnerships with wholesalers, retailers, chefs, and government agencies. As we look back on the last 10 years, we are proud of the achievements we have made and are excited about the future of the Southern Forests food industry with its ever evolving and adaptable nature.

Key SFFC activities:

  • Established a leading regional representational body for the Southern Forests.

  • Developed a unified regional brand - Genuinely Southern Forests.

  • Enabled producer confidence to expand and invest in the local industry.

  • Established packaging and marketing partnerships.

  • Established an extensive supply chain network locally, domestically, and internationally.

  • Hosted SFFC trade and grower delegations to China, Hong Kong, Singapore, Malaysia, and New Zealand.

  • Hosted international and domestic media and trade delegations to showcase the region.

  • Fostered the local agri-tourism industry and established Genuinely Extraordinary Southern Forests Food and Farm Tours.

  • Supported local events including, Truffle Kerfuffle, Unearthed Pemberton, Manjimup Cherry Harmony Festival, Pinot Picnic, Manjimup Farmers Market, Walpole Regatta, Targa South West, and the Manjimup Farmers Markets.

  • Founded and supported WA’s Great Graze, a state-wide industry initiative.


One of the key initiatives of the SFFC has been the Genuinely Southern Forests brand, which was launched in November 2013. The brand has been a vital tool in promoting the region's unique and high-quality produce to consumers both locally and internationally.


It has helped to differentiate the Southern Forests region from other food and wine regions in Western Australia and has become a trusted symbol of authenticity and quality. The Genuinely Southern Forests brand has also played a significant role in driving the growth of the region's food and beverage industry, with many local businesses benefiting from marketing support resulting in increased exposure, either directly or indirectly as a result.

As we celebrate the 10th anniversary of the Genuinely Southern Forests brand, we reflect on the impact it has had on the region's food industry. The brand has helped to raise the profile of the Southern Forests region’s food and beverage producers and agri-tourism operators through a diverse range of marketing activities and projects.

Key Brand Activities:

  • Developed a range of high quality marketing collateral showcasing the local producers.

  • Annual retail marketing campaigns with Perth independent greengrocers.

  • Annual brand awareness campaigns with TV, radio, print and digital media.

  • Developed branded produce stickers, packaging, and boxes.

  • Worked with SFFC members to co-brand value-added products and packaging.

  • Worked with key WA food influencers and personalities to gain further exposure and reach for the brand, produce, and region.

  • Worked with professional photographers and videographers to develop a captivating library of visual content.

  • Worked with leading chefs to develop bespoke seasonal Genuinely Southern Forests recipes.

  • Hosted chef delegations to educate the food service sector on the diversity and drive within the region.

The SFFC is committed to continuing to support the development of the region's food and beverage and agri-tourism industries, through growing the brand and fostering opportunities for its members. We are excited to see what the future holds for the Genuinely Southern Forests brand and the Southern Forests region as a whole.

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