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Monday 19th February 2024

Shoppers will get a taste of the freshest, in-season, local produce with Genuinely Southern Forests’ new retail marketing campaign kicking off in February 2024. 

Hosted at Gilberts Fresh Market outlets in Hilton, Midland and Willetton, an array of amazing quality produce from the Southern Forests region will be showcased over the next few months from 24 February to 25 May. 

The campaign features nine in-store cooking demonstrations and tastings, deluxe gourmet hamper giveaways, and delectably gorgeous content to inspire shoppers across social media and in stores.

Adding extra flair to the campaign will be former MasterChef contestant and creative Samira Damirova, who will be hosting three of the in-store events. 

Samira shares a passion and a postcode with Southern Forests producers and has a unique approach to creating recipes that reflect her Azerbaijan culture while allowing produce to shine. 

 “I am so thrilled to be working with the amazing produce from Genuinely Southern Forests and creating a genuine connection with customers through delicious and simple recipes,” said Samira. 

The campaign is set to commence on Saturday 24th of February at Gilbert’s Fresh Market – Hilton featuring summer berries from the Southern Forests region.

The in-store activations will rotate through Gilbert’s Fresh Market Hilton, Midland, and Willetton stores on Saturday mornings from 9.30 am-12.30 pm with new seasonal recipes, handy tips, and tastings of Genuinely Southern Forests produce. 

"Gilbert’s Fresh Market shares a passion for fresh local produce and values our partnership with Genuinely Southern Forests which allows us to share and promote the incredible range of fresh local quality produce with customers throughout our three stores,” said Charlie, Manager of Gilbert’s Fresh Hilton.

The campaign will highlight the range of premium produce that is grown in the Southern Forests and include shopping basket staples such as plums, potatoes, apples, and broccoli.  Plus shine a spotlight on some of the lesser-known produce such as feijoas, finger limes, gold kiwifruit, and tamarillos. Not to mention some of the incredible gourmet products such as passionfruit soda, honey, truffle products, walnuts, chocolate, and even kangaroo.  

“The retail marketing campaign is incredibly valuable to our food, beverage, and agriculture industry, as it provides a direct connection from the country to the final customer. Genuinely Southern Forests are extremely proud to bring the magic of our region to Perth and look forward to this campaign ahead,” says Monica Radomiljac, Vice Chair of the Southern Forests Food Council. 

Genuinely Southern Forests brand recently celebrated its 10th anniversary and is proud to have Gilbert’s Fresh Market alongside them for their seventh campaign. 

Pictured below: In-store activations at Gilbert's Market Fresh and below - Samira Damirova – former Masterchef contestant and Genuinely Southern Forests Content Creator. All images can be found here


Sat 24 Feb    Gilbert’s Fresh Market - Hilton 

Sat 9 Mar      Gilbert’s Fresh Market – Midland with Samira Damirova

Sat 16 Mar   Gilbert’s Fresh Market - Willetton

Sat 23 Mar   Gilbert’s Fresh Market - Hilton 

Sat 20 Apr    Gilbert’s Fresh Market - Midland 

Sat 27 Apr    Gilbert’s Fresh Market - Willetton 

Sat 4 May      Gilbert’s Fresh Market - Hilton with Samira Damirova

Sat 18 May   Gilbert’s Fresh Market - Midland

Sat 25 May   Gilbert’s Fresh Market - Willetton with Samira Damirova


Please contact Laura Bolitho on 08 9772 4180 or

Facebook: Genuinely Southern Forests 

Instagram: @genuinelysouthernforests

LinkedIn: Southern Forests Food Council 

Southern Forests Food Council:  

The Southern Forests Food Council was founded in 2010 by a group of passionate local producers who recognised that the wealth and abundance of produce grown in the region made it perfect for major food production and agri-tourism. Its role was formalised in 2012 after receiving a $5 million investment under the State Government’s Royalties for Regions initiative. The investment is part of a $7 million Royalties for Regions allocation to the Shire of Manjimup for its Agricultural Expansion Project. The SFFC has received a further $725,000 through the State Government to focus on activities and implement strategies that secure its long-term sustainability and enhance the Genuinely Southern Forests brand.

The Food Council is committed to unifying the area’s world-class and diverse producers to strengthen the region’s economy, attract investment and export opportunities, promote regional pride, and create sustainable jobs. It represents local producers, culinary and agri-tourism operators who live and work in what is WA’s premier food bowl, aiming to ultimately establish the Southern Forests as an internationally-recognised agricultural region and culinary tourism destination.

The Southern Forests produces over 50 different types of fruits and vegetables, truffles and boutique produce, dairy, sheep, pork and cattle farms, as well as award-winning wineries and exceptional culinary experiences.  The Southern Forests region is heavily invested in agriculture, with $230 million of agricultural production coming from the region.


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