More than one in three people in the Perth metropolitan area recognise the Genuinely Southern Forests brand in less than four years since it was created, according to a recently commissioned Economic Impact Assessment of the Southern Forests Food Council (SFFC).
This is good news for consumers as the Food Council gears up to launch its second annual retail marketing campaign with 17 independent greengrocers signed up to take part. The campaign will run from 7 October 2017 through to 9 June 2018, delivering a wider range of seasonal produce to consumers, while providing each greengrocer with four dedicated instore tasting events in direct response to inaugural campaign feedback.
Southern Forests Food Council Executive Chairman Bevan Eatts commented, “This campaign is a terrific platform for Southern Forests producers of both primary and value add product to reach consumers directly from the farm gate, via the market floor and onto our supporting retailers’ shelves.
A number of last year’s participating retailers commented, this is more than just a brand building exercise. It is providing a true connection for consumers with a region, the produce that it grows, its farmers and its community. It tells the whole story.”
Jacquie Barns together with her four brothers and parents are the owner/operators of one of the 17 participating greengrocers, Winthrop Gardens SUPA IGA. They are excited about their partnership with Genuinely Southern Forests and involvement with the campaign, “With a strong sense of family and community, our values align well with the genuine down to earth producers of the Southern Forests. It’s not just about sourcing the freshest and tastiest fruits and vegetables in season, but also knowing it’s grown locally and by people who actually care about the food they produce,” said Ms Barns.
The SFFC represents over 270 producer members spanning horticulture, agriculture, aquaculture, viticulture and agri-tourism with the region producing over 50 different types of fruits and vegetables, truffles, dairy cattle, sheep, beef cattle, vineyards and boutique produce, in addition to value added grocery products including honey, wine, green tea and sparkling juices.
In terms of production, volume is considerable, including 80% of Western Australia’s avocado and cherry production and 50% of the state’s apple and potato production.
The Genuinely Southern Forests AllStates Farms market floor at Market City, Canning Vale continues to play an integral role for Southern Forests producers to supply Genuinely Southern Forests produce and for the 17 greengrocer partners to access Genuinely Southern Forests produce.
“Genuinely Southern Forests has been able to unite key components of the supply chain from the farmers, to the market floor and now the greengrocers to ensure consumers are able to identify and source genuine fresh local produce from what we think is the best growing region in the world.
We look forward to working with our 17 retail partners, who are truly some of the top greengrocers in Perth, on bringing consumers a greater understanding and appreciation of where their food comes from and providing them with their own genuine taste experience at the in-store tasting events,” said Mr Eatts.
A Committee of Management, together with Southern Forests Food Council staff, bring the region’s world-class and varied produce to domestic and overseas markets; and play an integral role in unifying the area’s diverse producers to strengthen economic performance, attract further investment, create sustainable employment and promote regional pride.
The SFFC is supported by the Government of Western Australia’s Department of Primary Industries and Regional Development, Royalties for Regions and the Shire of Manjimup. The Southern Forests region includes the towns of Manjimup, Pemberton, Northcliffe and Walpole.
ENDS
For further information contact:
Bevan Eatts - SFFC Executive Chairman 0419 811 823 or email bevan@southernforestsfood.com
NOTES FOR EDITORS
2017/18 Genuinely Southern Forests retail marketing campaign participating greengrocers:
Benara Fresh Food Market – Morley
Canning Bridge IGA – Applecross
Como Harvest IGA Xpress – Como
Drovers Fruit and Vegetables – Wanneroo
Gilbert's Fresh Market - Hilton
Gilbert's Fresh Market - Mandurah
Gilbert's Fresh Market - Midland
Gilbert's Fresh Market - Willetton
Leederville IGA – Leederville
Napoli Mercato – Harrisdale
Peaches Fresh Food Market – South Fremantle
Rustico Gourmet Grocer – Riverton
Shenton Park IGA – Shenton Park
Sisters SUPA IGA – Joondalup
The Good Grocer – Applecross
Wembley SUPA IGA – Wembley
Winthrop Gardens SUPA IGA – Winthrop