For fresh fruit and vegetable marketing and distribution in Asia
Matthew Jones



United front for Western Australian exports

Programme develops opportunities for consolidated supply and marketing

United front for Western Australian exports

(l-r) 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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A new initiative will help Western Australian growers capture growing demand for their produce in international markets.

Formed through a partnership between the Southern Forests Food Council (SFFC) and leading fresh produce distributor Mercer Mooney, the Genuinely Western Australia programme will consolidated supply across the state and market products under a unified label.

“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 Southern Forests Food Council executive chair Bevan Eatts.

One of the first ports of call for the SFFC and Mercer Mooney team will be next week’s Asia Fruit Logistica trade show in Hong Kong.

The visit will provide a platform to reestablish connections, meet with key industry players and explore export opportunities.

“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.

Following the trade show, SFFC and Mercer Mooney will work together to secure industry commitment. The move follows positive initial discussions at industry level last year.

Established in September 2012, the SFFC represents the interests of local producers, culinary and agri-tourism operators in the Southern Forests region, which grows over 40 per cent of the state’s fruit and tree nut production. It currently represents 270 producers with over 50 types of products valued at A$230m per annum.

Connecting members to new market opportunities is a key focus for the SFFC, following a recent a$1.5m funding commitment from the Western Australian Department of Primary Industries and Regional Development over the next three years.

Eatts said it was a no-brainer to open the door and expand the opportunity state-wide.

“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.”

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