YOUR MARKET
The chefs were challenged to make the dining experience in WA one that showcases the vegetable. To make people understand that stunning centrepiece dishes can focus on a vegetable as its core ingredient. To let people discover how to add sensational tasting, easy to prepare side dishes to their main course. To change a mentality that eating vegetables is a chore, to a mentality that sees eating vegetables as a tasty, healthy food solution. We managed communications through our Instagram page (@wavegies) which showcased WA vegetable meal inspiration, making vegetables the hero of your next dish! Instagram has been grown over the past nine months to 287 followers and our existing Facebook page www. facebook.com/wavegies, which has 8,400 + likes grown organically from 8,000 at the commencement of the project. Both user names are wavegies and use the #makemeahero. In addition to this we ran a social media competition for chefs to upload pictures of their creations which we could then share and they would win a free vegetable box from GetFresh Merchants.
The competition ran over 12 weeks and was a brilliant success with each of our pilot restaurants showing what they could make with fresh WA vegetables! The final wrap up event was held at Theo & Co Pizzeria in Leederville to show case how versatile vegetables could be. The event featured all vegetarian pizza’s including a special Theo creation of spiced pumpkin, potato, zucchini & ricotta. After eating an array of vegetarian pizzas, Paul Graham and Jenny Atkins, Live Lighter discussed the project with the chefs. The chefs who attended voiced how important they think using local produce is and they were pleased to see a reduction in their food costs. Chef Matt Leahy from Ultimo Catering would like information on what is in season so they can refresh menus through seasonal prompting for each growing region in WA.
76
%
MELISSA Palinkas (Young George), Peter Manifis (Passion meets Purveyor), Stuart Laws (Don Tapa), Sophie Budd (Taste Budds Cooking Studio) and Susan Whelan (Young George).
Overall the project has created a buzz amongst the industry and has highlighted how versatile the humble WA vegetable can be. MORE INFORMATION For further information on the project please contact Paul Graham, Marketing Manager on 0414 382 738 or paul@marketstrategy.com.au
Member
of people want to integrate more veg into their diets (Source: Consumer research by Colmar Brunton 2015)
Global protein consumption will triple from 200m tonnes in 1990 to 750m tonnes in 2030 (Source: Rabobank 2014)
63
%
of people are overweight or obese costing the health system $57 billion per year
FOLLOW WA VEGIES facebook.com/wavegies @wavegies
(Source: Government Health Department statistics 2015)
WA Grower SPRING 2016
99