New Perth home for SW labels

More than 130 people from across the food industry gathered last week to support the Southern Forests Food Council as it launched its Genuinely Southern Forests market floor in Perth.

The initiative saw Allstates Farms at Market City Perth Canning Vale transform one of its floors into a Genuinely Southern Forests branded floor.

The floor will provide a centralised point for buyers and retailers to access the region’s range of over 50 fruits and vegetables.

Attendees included Minister for Agriculture and Food Mark Lewis, Minister for Regional Development Terry Redman, buyers, chefs and retailers.

“This is the greatest innovation I have seen on the market floor in 21 years,” Mr Lewis said.

“What I see here today is all about collaboration; opening doors to better local and international supply opportunities by strengthening the supply chain and ensuring growers are benefiting.”

“It is a collaboration that I would like to see broaden as Agriculture Minister.”

Food council executive chairman Bevan Eatts thanked Allstates Farms for its commitment to enable a “consolidation point for the region”.

The event also coincided with the launch of the council’s 2017 retail marketing campaign, which involves 32 in-store promotions across 16 retail stores from Mandurah to Mindarie.

The campaign will take place from February 4 to June 3.

“As a targeted strategic marketing approach, that hits all mediums...we anticipate that this will take awareness of the Genuinely Southern Forests brand to a new level,” Mr Eatts said.

He said consumers will have the opportunity to sample, purchase and learn more about Southern Forests growers and the community behind the produce.

“The SFFC are offering producers the ability to participate in the in-store promotions to promote their produce/products to the consumer,” he said.

“I urge all producers to contact the SFFC and see how they can become involved.

“Also, now with the Genuinely Southern Forests market floor, there is a great opportunity to push value-added lines as well as the usual fresh fruit and vegetables.”