Television, digital media and retail partnerships highlight the growers behind the produce and encourage consumers to seek out Southern Forests food
Growers from Western Australia’s Southern Forests region have united behind a campaign designed to strengthen recognition of local produce and support the future of farming in the region.
Launching this autumn, the Gen Fresh campaign is part of the Southern Forests Food Council’s (SFFC) drive to strengthen market awareness, build grower pride and connect consumers more closely with the people and places behind their food.
Southern Forests Food Council chair Arthur Wilson said the initiative reflects the collaborative spirit of the region’s farming community.
“Our growers produce some of the best fruit and vegetables in the country, but many consumers don’t always realise where their food is coming from,” Wilson said.
“Gen Fresh is about celebrating the people behind the produce and encouraging Western Australians to support the farmers and families growing food in the Southern Forests.”
Recent industry analysis highlights the importance of the sector to the regional economy, with the Southern Forests agriculture industry contributing A$750mn and supporting jobs across farming, packing, logistics and retail.
Stretching from Manjimup and Pemberton through to Bridgetown, Nannup and Northcliffe, the Southern Forests produce a diverse range of crops including apples, avocados, potatoes, berries, stonefruit and an increasing range of specialty fruits.
Wilson said global events had also reinforced the importance of supporting strong local food systems.
“Global uncertainty around fuel, fertiliser and supply chains is a reminder of how important strong local food production really is,” Wilson said.
“Campaigns like Gen Fresh help strengthen the connection between consumers and encourage people to support the farmers behind it.”
The Gen Fresh campaign brings the region’s story to life through a range of channels, highlighting the growers behind the produce and encouraging consumers to seek out Southern Forests food.
The campaign will roll out across television and video-on-demand advertising, social media storytelling and grower profile, digital advertising and seasonal content, retail partnerships with Perth greengrocers, including Gilbert’s Fresh Markets, The Good Grocer and Farmer Jacks
Independent greengrocer Gilbert’s Fresh Markets has worked with the Southern Forests Food Council on retail campaigns for nearly a decade.
Charlie Opferkuch, owner of Gilbert’s Fresh Markets, said supporting local growers was central to the business.
“We’ve worked with the Southern Forests Food Council through a range of campaigns, and we’re proud to continue supporting the region’s growers through initiatives like Gen Fresh,” Opferkuch said.
“At Gilbert’s, we take pride in sourcing high-quality local produce, and the Southern Forests consistently deliver incredible flavour and freshness.”
“Our team goes the extra mile to connect customers with the farmers behind the food, and campaigns like this help us share those stories with our customers.”
Southern Forests vegetable grower and SFFC committee member Ewan Eatts said the campaign reflects the pride growers have in their produce and their community.
“Farming in the Southern Forests is something many of us have grown up with, it’s part of who we are and part of our community,” Eatts said.
“My family has been involved in the region’s agriculture for generations, and through the SFFC, we’ve seen firsthand how working together can strengthen the industry and support growers.
“Gen Fresh is a great way to showcase the quality produce coming out of this region and inspire the next generation to see agriculture as a vibrant and rewarding future.”
