Understanding where a product comes from allows a consumer to have trust in that product, as well as to connect with its place of origin.

Many consumers are drawn to the ‘Made in Australia’ logo, a vibrant kangaroo inside a triangle. They trust that the products adorned with it are clean, green and have been produced with ethical labour. Similarly, many regions across Australia (and the world) have built brand images for themselves based on the products they're famous for. Bavaria has beer; the Barossa region has wine; the Mallee has grain.

Gippsland as a region has all of these things - and many more. 

Stakeholders from a broad array of Gippsland businesses called for a unified brand tying Gippsland produce to our region's successfully implemented visitor economy branding, as developed by Destination Gippsland (DGL).

The brand utilises stylistic similarities to the ‘Gipps, all kinds of wonder, Land’ and other DGL brands, but with the wording ‘Gipps, Trusted Provenance, Land’.

This branding is available under a fee-based subscription within the bounds of a user agreement. It’s available to businesses who produce goods in the Gippsland region, using a significant proportion of Gippsland ingredients or resources.

Adoption and promotion of the brand will contribute to build the recognition of our region domestically and internationally as a clean, green environment that produces premium products. It will also encourage consumers to consider visiting the region to see what it's all about, connect with producers via farm gates, farmers’ markets, food-centric events, and agritourism activities.

Some of Gippsland’s best-loved brands have already adopted the Gippsland Trusted Provenance logo and are using it to take their product to consumers. Businesses that have recognised the value in distinguishing their product as grown, made, processed or produced in our spectacular region include:

• Gippsland Jersey With an ongoing commitment to premium jersey milk products, Gippsland Jersey promotes a fair and sustainable industry while ensuring everyone in the supply chain is respected.

• Durkin Produce Australia Father and son duo Mike and Matt Durkin oversee the harvest of 10,000 tonnes of potatoes a year for the Durkin Group. Long-term supporters of Foodbank, Durkin Produce Australia regularly donate potatoes to help feed those in need.

• Village Dairy A proudly Australian owned and family operated business, Village Dairy has been making great tasting cheese and yoghurt for over 15 years with a mission to produce the best quality dairy products.

• Wattle Bank Farm Offering natural horsemanship experiences and off-grid farm stays, Wattle Bank Farm operate a closed-loop food production system growing oyster mushrooms commercially.

• Maffra Cheese Co An award-winning cheesemaker located on a dairy farm in the heart of Gippsland, Maffra Cheese Co was one of the first adopters of the Gippsland Trusted Provenance brandmark.

• Ugoose Based in South Gippsland, award-winning UGoose is a producer of premium free-range goose meat and goose products.

• Max Biocare With a research farm located in Gippsland, Max Biocare is a bioscience and healthcare company with a focus on sustainability and innovation.

• Paynesville Pantry Using local ingredients wherever possible, Paynesville Pantry is a hands-on, family-based business creating small-batch jams and preserves on their East Gippsland farm.

• South Gippsland Dairy As a family business, South Gippsland Dairy brings a premium colostrum product to the world market with an aim to preserve its natural goodness.

• Wilandra Farms Based in central Gippsland, Wilandra Farms is a certified organic dairy farm and dairy supplier, and winner of the Sustainability category in the 2024 Gippsland Food and Fibre Awards.

• Peppermint Ridge Native Foods Peppermint Ridge Native Foods is an Australian native food farm, nursery, cafe and event space. Owner Julie Weatherhead was recently awarded Female Agribusiness Leader of the Year at the 2024 Gippsland Food and Fibre Awards.

Are you interested in adding the Gippsland Trusted Provenance logo to your packaging and brand story ?

It’s a simple application process. Just download the form below, send it off to us with all your details, and we’ll be in touch! For more information about applying to use the brand mark, see the Gippsland Trusted Provenance application guide below.

Licensing costs are dependent on the size of the business and can be found on the Gippsland Trusted Provenance application form. If you have any questions at all, please email us at info@foodandfibregippsland.com.au and we’ll be able to assist.

In addition to a suite of logo files, licensees receive a ‘welcome pack’ which includes brand use guidelines, brand style guide, and social media templates.

Buy local.
Paddock to plate.
Zero food miles.

The message is loud and clear and has never been more relevant that we should shop, dine and buy from the local producers, providores, farm gates and farmers’ markets at home and when we travel.

In Gippsland, the idea of supporting our own is part of our DNA. Connecting the region's foodie industry to each other, and to new audiences, is a big focus for Food & Fibre Gippsland.

Formed in 2019, Food & Fibre Gippsland works to support Gippsland’s farmers, producers and businesses of all sorts and sizes to not just survive, but thrive. “It’s about providing pathways and connections between businesses, some of whom go back generations” says F&FG’s Chief Executive Officer, Ben Gebert. “We know we have quality produce, the very best in fact. Now it’s time to connect across our region and share with an ever-hungry audience. We want to gain the trust of those who don’t yet know enough about Gippsland’s abundant table.”

Trust in where food comes from is important, and after many months in development, the Gippsland Trusted Provenance label launched in early 2022. Gippsland producers are able to use the brand-mark to distinguish and identify that their produce has come from the rich and fertile Gippsland soil, or their premium quality artisan products are made in Gippsland and proudly feature regional ingredients. The Gippsland Trusted Provenance label provides an opportunity to immediately connect that a product from Gippsland is clean, green and trustworthy. And delicious, too!

Alongside the provenance mark of quality, there are plans to create a new online platform so that your love for Gippsland produce can continue long after your visit. The platform, to be hosted on foodandfibregippsland.com.au, will be an interactive directory for a wide range of Gippsland goodies, with details of where they can be purchased, both online and in stores.

Food & Fibre Gippsland will collaborate with producers all over the region on a range of activities, such as Farmers’ Market pop-ups, all aimed at helping visitors and locals alike get a deeper connection to their regional produce, and learn more about the people behind the farm-grown food and locally made products in our beautiful region.

Destination Gippsland’s Eat. Drink. Gippsland guide captures the essence of what Gippsland Trusted Provenance is all about. Now in its fifth edition, the guide showcases a huge collection of providores, fine dining destinations, producers, growers and makers from the Gippsland region. With almost 70 pages of images, maps and information, it’s the perfect place to begin your foodie adventure! To download a digital copy of the guide, click here. Alternatively, visit the Eat. Drink. Gippsland webpage for a list of locations where you can collect a hard copy, free of charge.

#VISITGIPPSLAND #EATDRINKGIPPSLAND #WELOVEGIPPSLAND #GIPPSLANDTRUSTEDPROVENANCE