Birds Eye supports Tasmanian vegetable growers

Posted by Nicole Eckersley on 11th March 2010

Birds Eye Australian Grown logoSimplot Australia, in association with Tasmanian vegetable growers, have announced a new Australian-grown logo and national advertising campaign for Birds Eye vegetable products.

The news comes as a welcome boost for the Australian vegetable industry, which is facing increased competition from low cost imports.  Last year, McCain Foods announced the closure of its Smithton vegetable processing plant, with production to move to New Zealand, the farmers have been campaigning for their livelihood.

Fair Dinkum Food campaigner and Tasmanian vegetable farmer Richard Bovill was positive about the move, but emphasised that the campaign needs the support of consumers.

“The big challenge for the Tasmanian vegetable industry is to educate consumers on the superior quality of our vegetables that also meet high Australian labour and growing requirements.”

Mr Terry O’Brien, Managing Director of Birds Eye, said that a Newspoll survey undertaken last month clearly shows that Australian consumers want to support Australian farmers.

“According to the results, nine in ten Australians say they prefer to buy frozen vegetables that come from Australia,” Mr O’Brien said. “The survey also revealed that, overwhelmingly, the most important reason why Australians want to buy locally grown vegetables is to support Australian farmers.”

The new logo, with photographs of Australian vegetable growers, will appear from mid-March on Birds Eye’s most popular frozen vegetable products.  If the new symbol resonates with consumers, Birds Eye plans to roll it out across the majority of its completely Australian-grown products.