Seasons of the Sun - growing the Coast’s national reputation for quality produce
WE have all heard the old adage: build it and they will come. But a yet more powerful concept is the one of: give them ownership and they shall thrive.
This is the strategy adopted by Queensland’s Sunshine Coast Regional Council when working with local food and beverage producers to establish a regional group to promote their ‘high-quality, clean, green and sustainable local produce’ on the national stage.
Under an umbrella brand, Seasons of the Sun, some 500 growers and value-added producers are reaping success in the competitive food and beverage industry. They have become more educated in marketing and promoting their produce and have taken real ownership of the joint initiative to promote themselves and their group.
Council had recognised that although the Sunshine Coast region enjoyed a high national profile as a tourist destination, continued economic health demanded that the region embraced economic diversity - and it was the food and beverage industry that made a vital contribution to the region’s economic prosperity by way of employment and business growth.
Some three years ago, a joint initiative began to develop a regional brand under which some 500-plus growers and producers could promote their produce under the same banner, and network within the group and with a whole raft of external stakeholders such as distributors, restaurants, shops and festival groups.
The regional brand would also give group members collective leverage to promote their produce outside the region and to promote the region as Australia’s leading destination for quality produce.
Major selling points of difference were the region’s clean, green sustainable produce; the seasonality and diversity of the region’s produce; and its close proximity to consumers and businesses.
Thus the umbrella brand ‘Seasons of the Sun - the natural flavour of the Sunshine Coast’ was born - a name that was developed by the group members themselves in consultation with council. The name indicated that the region produced a quality range of locally grown and value-added products during all four seasons of the year.
Launched in October, 2010, the Seasons of the Sun initiative had its greatest triumph at the 2012 Regional Flavours two-day expo at Brisbane’s Southbank which was held to pro- mote Queensland produce. Under the Seasons of the Sun banner, the Sunshine Coast region showcased the produce of 24 stallholders - the largest representation of any region in Queensland.
On hand at the expo were the two original movers and shakers from the regional council who had worked with the farmers and producers from the group’s inception: John Elliott, who headed the regional council’s head of economic development business and finance department and former Cr Lew Brennan, a long-time Noosabased councillor who headed the Economic Development and Council Entrepreneurship Portfolio.
Both men were very impressed with the Coast’s presentation at the expo and the positive feedback from expo visitors and said the event highlighted the value of working under a regional brand.
The Seasons of the Sun group attends events such as the Queensland Home & Garden Expo, the Sunshine Coast Food & Wine Show and the Sunshine Coast Real Food Festival held at Maleny. Group members have also worked with the culinary/hospitality students from Sunshine Coast TAFE, educating them about available local produce and establishing menus at the institute’s public restaurant at Mooloolaba which features local products.
“Our Seasons initiative is now of the Sun joint the template from which other regions are developing an economic strategy for their local industry,” said Greg Beasley, project officer for the SCRC’s economic development board.
“Working as a united region, as Sunshine Coast producers and farmers, gives us a really strong lobbying base to promote our produce and boutique products.
Under the umbrella brand, Seasons of the Sun, growers and value-added producers are reaping success in the competitive food and beverage industry. They have become more educated in marketing and promoting their produce and have taken real ownership of the joint initiative to promote themselves and their group. They work together, not in competition with each other.
This is the strategy adopted by SCRC when working with local food and beverage producers to establish a regional group to promote their “highquality, clean, green and sustainable local produce” on the national stage.
Council had recognised that although the Sunshine Coast region enjoyed a high national profile as a tourist destination, continued economic health and sustainability demanded that the region embraced economic diversity – and it was the food and beverage industry that made a vital contribution to the region’s economic prosperity by way of employment and business growth.
“As a marketing tool, Seasons of the Sun is very successful where traditionally `private’ farmers come together with groups and small business. It’s all about engaging farmers and getting them out into the market.”
Mr Beasley said Seasons of the Sun was also a good platform to educate consumers as to the seasonality aspects of local produce – to educate the public as to what fresh locally-grown produce is available each season.
The SCRC, through its Economic Development program, provided funding to three food and beverage businesses in 2012, linking in with council’s project, to support local growers and producers and to promote the Sunshine Coast food industry within and outside of the region.
• The Eumundi Chamber of Commerce received $5,000 to promote the Eumundi Food Festival, an annual event that showcases locally-grown food and wine products and promotes the Noosa region as a food destination. The festival, which focuses on sustainability, celebrated its 10th anniversary last year.
• Real Food Festivals Pty Ltd received a grant of $12,000 for last year’s 2012 Sunshine Coast Real Food Festival at Maleny and
• The Trustee for the NFM (Noosa Farmers Market) Unit Trust. The Noosa Farmers Markets received a grant of $8,800 to produce the Noosa Food Trail, an electronic guide to the Noosa region’s diverse food and beverage options.
For more information about the Seasons of the Sun joint initiative visit www.seasonsofthesun.com.au