Southern Forests Food Council creates new program for Genuinely Western Australia

Southern Forests Food Council has created a new program for Genuinely Western Australia export that focuses on premium Western Australian produce.

The program is built around a partnership with distributor Mercer Mooney, who will work with industry to develop opportunities for consolidated supply.

Connecting members to new market opportunities is a key output for the food council, following the recent commitment from the department of primary industries and regional development of $1.5 million over three years.

While the food council represents 270 producers with more than 50 types of products valued at $230 million per annum, Southern Forests Food Council executive chair Bevan Eatts said it was a no-brainer to open the door to expand the opportunity state-wide.

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“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 Eatts.

“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,” he said.

The food council and Mercer Mooney team will hit the ground running at Asia Fruit Logistica in Hong Kong at the start of September.

The visit will provide the ideal platform to reestablish connections, meet with key industry players to announce the initiative, gauge interest and explore opportunities.

The team will then work together to secure industry commitment, following initial discussions in 2017.

Mercer Mooney’s executive director Paul Neale said that the reputation of the food council and its efforts on a domestic level had been impressive.

“We are excited about the opportunity to work closely with an industry-led group that has such strong support and can add that important element of connection to the people, the place, and the genuine stories behind the produce,” said Neale.

“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,” he said.