BUSINESS southern forests

How the SFFC delivers for growers

The Southern Forests is one of Western Australia’s most productive and valuable agricultural regions, generating approximately $750 million in annual value and supporting more than 1,400 jobs across farming, packing, transport and supply chains.

Words Southern Forests Food Council

FROM premium vegetables and fruit to livestock and emerging crops, the region plays a critical role in feeding Western Australia and supplying national and export markets.

Behind this phenomenal production base sits the Southern Forests Food Council (SFFC), the regional body working to strengthen, support and future-proof the growers who make it all possible.

Turning regional strength into measurable impact

Recent economic analysis confirms what industry already knows: horticulture in the Southern Forests is a powerhouse contributor to the regional and state economy.

The SFFC’s work delivers an estimated $6.1 million in added regional value, including approximately $3.2 million directly linked to brand-led activity.

Every dollar invested into the SFFC is leveraged into practical, on-the-ground outcomes that build capability and confidence. For growers, that means stronger market positioning, greater recognition of Southern Forests provenance and improved collective influence.

Investing in the next generation

The Southern Forests Young Growers initiative is a clear example of industry-led momentum. What began as a wellbeing and networking concept is evolving into a powerful movement, now supported by over 100 Young Grower supporters. In 2025, the group launched its paid membership model, already securing more than 40 paid members in its first phase.

This initiative strengthens business capability, builds peer networks and supports succession planning at a critical time for generational transition. Most importantly, it gives emerging leaders a voice and a reason to invest their future in the region.

Strong regions depend on confident next-generation growers, and the Southern Forests is actively building them.

Preparing for carbon and market change

Sustainability is no longer optional; it is a market requirement.

Through the Southern Forests Carbon Pilot Project, the SFFC is helping growers establish baseline carbon data and prepare for evolving supply chain expectations. A coordinated regional approach allows growers to access shared knowledge and practical tools without navigating increasing complexity alone.

This ensures Southern Forests producers remain competitive as retailers and export markets demand greater transparency and accountability.

Strengthening the brand, strengthening returns

The Genuinely Southern Forests brand has long stood for quality and provenance. In 2025, the SFFC commenced a strategic brand refresh to sharpen positioning and capture emerging opportunities.

The upcoming Gen Fresh campaign will activate this refreshed strategy across trade and consumer channels. Economic modelling confirms brand activity contributes approximately $3.2 million in added regional value, demonstrating that successful collective marketing is not just promotional, but economically strategic.

A strategic asset for growers and the State

Through leadership development, carbon readiness, market activation, and resilience initiatives, the SFFC ensures the Southern Forests remains competitive, coordinated and future focused.

In a region generating $750 million annually and supporting more than 1,400 jobs, strong industry leadership is not optional, it is essential.

By backing growers, aligning industry effort and delivering measurable economic return, the SFFC is helping secure long-term prosperity for the Southern Forests and reinforcing Western Australia’s position as a leading horticultural state.

“ The Southern Forests is built on growers who back themselves and each other. Everything the Southern Forests Food Council does is about turning that collective strength into real, lasting returns for our region. ”

Dr Arthur Wilson, Executive Chair, SFFC.

When growers succeed, the region thrives and the benefits flow well beyond farm gates.