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Southern Forests Food Council (SFFC) are leading from the front with their new Genuinely Western Australia export initiative for premium Western Australian produce.The program is built around a partnership with experienced distributor Mercer Mooney, who will work with industry to develop opportunities for consolidated supply. Connecting members to new market opportunities is a key output for the SFFC, following the recent commitment from the Department of Primary Industries and Regional Development of $1.5 million over 3 years. While the SFFC represents 270 producers with over 50 types of products valued at $230 million per annum, Southern Forests Food Council Executive Chair Bevan Eatts claimed it was a no-brainer to open the door to expand the opportunity state-wide. “We are looking forward to combining and leveraging our export successes to date and to bring together producers from across the state to work together under the Genuinely brand to supply premium Western Australian produce to the international market,” said Bevan. “Mercer Mooney have a strong network and experience to be able to successfully source and consolidate produce from across the growing regions for export markets. We are delighted to be partnering with a team who share our enthusiasm for the great products we produce in this state and want to take that to the world,” Bevan said. The SFFC and Mercer Mooney team will hit the ground running at Asia Fruit Logistica in Hong Kong next week. The visit will provide the ideal platform to reestablish connections, meet with key industry players to announce the initiative, gauge interest and explore opportunities. The team will then work together to secure industry commitment, following initial discussions in 2017. Mercer Mooney’s Executive Director Paul Neale states that the reputation of the SFFC and their efforts on a domestic level have been impressive. “We are excited about the opportunity to work closely with an industry-led group that has such strong support and can add that important element of connection to the people, the place, and the genuine stories behind the produce.” “The opportunities and potential for premium Western Australian produce in the international marketplace is huge and we are looking forward to what we can achieve when we work together with our state’s great producers,” said Paul. A strong commitment from Mercer Mooney and the SFFC, plus key produce lines due to come into season in the next few months will mean exciting times ahead for industry. The SFFC acknowledges that this next phase would not have been possible without the support of the State Government.

Producers interested in supplying under the export arrangement can contact Ethan Lulham from Mercer Mooney on 0490 342 025 or For further information contact: Bevan Eatts - SFFC Executive Chair 0419 811 823 or email Paul Neale – Mercer Mooney 0423 591 368 or email

Image: Paul Neale, Nathan Linehan and Ethan Lulham of Mercer Mooney with Bevan Eatts (second from right) of Southern Forests Food Council.

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