Creating a connected food community

2020 saw the rise of the home chef. During the uncertainty of 2020, consumers began paying more attention to their health and it manifested in their food choices – caring more about what they ate, how it was prepared, and being more inclined to cook from scratch.

At Southern Fresh, we want to use our food knowledge and connections with the food service industry to help inspire New Zealanders to create more than just the average meal. To understand how easily they can acquire quality fresh produce, and how to cook with it. To use quality ingredients and inspiration from local chefs to create restaurant-quality meals at home. We want to inspire New Zealanders to unleash their inner gourmet!

From this idea, we’ve developed a new consumer brand that will connect all pillars of the food community – the grower with the chef, the chef with the consumer, and the consumer with the retailer. Cue, the Unleash Your Inner Gourmet range.

We teamed up with local chef, Maurice Montero from Mr. Pickles restaurant to develop a series of recipes to feature on our new packaging. The recipes use our produce, combined with everyday pantry staples (an inspired suggestion from Maurice!), and give consumers chef-inspired ideas to create at home. Maurice created the recipes in his kitchen and we captured content for our packaging, website, trade press, and social media.