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New Brand to Showcase Local Producers to World

By October 19, 2016October 20th, 2016Industry News & Updates

Minister for Regional Development Hon Terry Redman MLA visited Vasse Felix last week to launch the State Government’s latest campaign to attract Asian markets to the Western Australian agrifood industry. We’re really excited about the new brand which is called ‘Western Australia Worth Sharing’ and there’s a new logo and some great videos that will help to bring the brand to life.

Speaking at the launch last Friday, Mr Redman said the program would support WA producers and growers wanting to break into the Asian Market.

Read on for the full press release and take a look at the Vasse Felix video below:

See the rest of the videos here.

New brand to showcase local producers to world


Friday, 14 October 2016

  •  Western Australia Worth Sharing campaign to boost WA exports
  • Made possible by the State Government’s Royalties for Regions program

The Liberal National Government is helping Western Australian agrifood producers to raise the profile and recognition of their products overseas with the launch of a new, export-focused branding initiative.

The Western Australia Worth Sharing brand campaign was unveiled today by Premier Colin Barnett to an audience of local companies, international consuls and industry groups.

“The brand seeks to represent WA’s premium agrifood produce grown in clean, fresh air, under blue skies and bathed in sunshine.  It will signify our modern agriculture and production methods and high food safety standards, which are greatly valued in international markets,” Mr Barnett said.

“The brand is based around the idea of sharing, and Western Australian companies and their individual stories will be at the very heart of this campaign.

“Companies already involved range from some of WA’s most successful agricultural exporters through to smaller, family-run businesses.”

Western Australia Worth Sharing encompasses a distinctive logo featuring Western Australia, and a website where people from overseas can learn about and connect with companies exporting WA produce.

Companies that agree to be export partners will be able to licence use of the brand from the State Government free of charge, and incorporate it into their international marketing plans.

State Development Minister Bill Marmion said the brand had been developed through comprehensive research and testing.

“This is an $8.1 million, three-year initiative that we will continually monitor and refine,” Mr Marmion said.

“We expect to launch the brand soon through an international advertising campaign in Singapore then China, with Japan and Indonesia to follow next year.”

The branding project is funded by Royalties for Regions through the $350 million Seizing the Opportunity Agriculture initiative.

Regional Development Minister Terry Redman said regional businesses would feature strongly in the campaign, contributing to initiatives seeking to achieve the Government’s goal of doubling the value of the Western Australian agrifoods industry by 2025.

“So far, we have companies involved from Shark Bay, Manjimup, Margaret River, Esperance, Harvey, Moora and many other towns across the State,” Mr Redman said.

“This brand focuses on the key strengths of our diverse State, from its immense size and sunshine, to the pristine environment and transparent supply chains.”

Fact File

  • To learn more about the brand or to get involved, visit
  • So far, more than 25 companies are involved in Western Australia Worth Sharing, with their videos to be added to the website as they are filmed
  • Export partners will be free to use the brand in marketing materials, packaging and labelling, advertising and public relations activities

Resources for producers: