Southern Forests Food Council Braincells
Southern Forests Food Council
UNDERSTAND / ANALYSE
The Southern Forest Food Council Inc was established to represent the interest of local producers, culinary and agri-tourism operators and to further Western Australia’s Southern Forests region’s status as the South West’s food bowl.
Its role was formalised in 2012 after receiving a $5 million investment under the State Government’s SuperTowns initiative. In late 2012, braincells was appointed (along with Place Match and Meerkats) to assist in developing and implementing an integrated strategy from brand positioning and research to supply chain development establishing routes to market and brand creative concept development. In September 2013, braincells was appointed to launch the brand in early November.
Increase the value of agriculture and food from the region.
Achieve a price premium for the produce.
Improve awareness of the region and its brand.
Increase visitation and sustainability of the region.
PLAN / IMPLEMENT
braincells determined a strategy that speaks about the people, produce and the place in creating the Southern Forest Food brand. For the Southern Forest Food Council, it was identified that this is best articulated by the “genuineness” of these elements – the genuine people, the genuine produce and the genuine place; hence the Southern Forest brand of “Genuine” and its creation of the logo.
The launch of the brand in Manjimup saw a capacity crowd fill the local town hall. The event was reported in both state and local papers, including a front page story and double page spread (editorial) in the Saturday’s, West Australian. The Council has received tremendous feedback and is now engaging with wholesalers and international markets.