FEATURE Genuinely Southern Forests

More than a brand

For more than 14 years, the Genuinely Southern Forests brand has helped put the Southern Forests region firmly on the map — building recognition, trust and value for local growers and producers across Western Australia and beyond.

Words Laura Blitho, Southern Forests Food Council Inc.

WHAT began in 2012 as a grassroots idea among local producers has evolved into one of WA’s most recognised regional food brands. At its peak, independent research showed the brand was recognised by more than 52% of WA consumers, while economic analysis estimates SFFC’s brand-led activity contributes approximately $3.2 million in added regional value.

Over the years, the Genuinely Southern Forests brand has appeared everywhere from wholesale market floors and export trade missions to supermarket campaigns, television advertising, billboards, chef partnerships, and major food events.

Since 2013, the Southern Forests Food Council (SFFC) has invested more than $3.5 million into marketing and promotions, helping lift awareness of the region and brand by more than 30% since 2015.

Practical tools such as produce stickers, branded cartons and packaging also played a major role in establishing Genuinely Southern Forests produce in market and building long-term awareness and demand. Over the years, it is estimated that hundreds of millions of branded produce stickers and well over a million branded cartons moved through wholesale, retail and export channels carrying the Genuinely Southern Forests identity.

This year’s new Gen Fresh campaign represents the next evolution of that work.

“The timing of Gen Fresh is no coincidence,” said SFFC Executive Chair Dr Arthur Wilson.

“Consumers are under pressure, trust in provenance matters more than ever, and our growers produce some of the best fresh food in the country. This campaign puts that story in front of the right people in a way that’s modern and grower-led.”

As global markets face increasing uncertainty, rising costs, and growing pressure around food security and sustainability, consumers are increasingly seeking trust, provenance and quality in the food they buy.

Early results have been strong, with the campaign delivering more than 5 million combined impressions across digital and broadcast channels and significantly increasing website traffic and brand engagement.

But branding is only one part of the SFFC story.

Over the past 14 years, the SFFC has also worked across export development, retail partnerships, agri-tourism, supply chain collaboration and industry advocacy

— alongside newer priorities including grower wellbeing, Southern Forests Young Growers, carbon readiness, and future market preparedness.

“Branding is the visible part of what we do, but it sits alongside market development, grower wellbeing, carbon readiness, and industry advocacy,Dr Wilson said.”

“All of it depends on sustained investment. The return the region gets from this organisation is significant, and independently verified.”

None of this would be possible without the support of local growers, industry partners, the Western Australian State Government, and the Shire of Manjimup.