The packaging for Ardmona's tinned tomatoes now features pictures of growers with their families to boost its appeal as a paddock-to-plate brand.
Showing family photographs reading 'The Kennedy Family' or 'The Weeks Family', the new-look tins are a follow-up to SPC’s 2015 #MyFamilyCan campaign, which centred around Kialla East peach and pear grower Gary Godwill.
SPC's latest campaign closes off the first season of its new $36 million tomato processing plant.
Recently, SPC won an anti-dumping case against the last two of 105 Italian producers who were proven to have been illegally dumping excess product in Australia over many years.
“We're encouraging Australian shoppers to buy homegrown by choosing our tomatoes over cheaper imports in a heartfelt campaign for our Ardmona brand,” SPC managing director Reg Weine said.
“20 years ago there were around 100 tomato growers in Australia – now there are just 12.
"The investment in and the turnaround of SPC goes hand-in-hand with our objective to promote a sustainable industry in the Goulburn Valley.
"With SPC moving back into direct farm supply, and by paying our growers a fair price, tomato growers have slowly started to come back into the industry.”
The new Ardmona campaign can be viewed here:
