Things Perth People Like: Made in WA

Enter a food shop in Perth and you will be confronted with two choices - buy WA, or buy something from somewhere strange and untrustworthy.

In the mid 2000s National Foods faced an angry public when they started marketing the Pura milk brand in WA.  West Australians thought they were to be overrun by milk from Eastern States cows. The Parliament discussed what percentage of Eastern States milk was packaged in WA.

If it is Made in WA then you know it.  Pre-packaged carrots, almonds, milk, eggs are all clearly branded with the WA symbol so you know which product to pick up.  You will pay double for an Avocado here than you do in Sydney but it's ok - it's Made in WA.

This is not a Food Miles thing.  Western Australia is an enormous State.  It takes as long to fly to Broome as it does to Melbourne.  West Australians, however, are proud of their self-sufficiency and any suggestion from the East that they are not is roundly criticised.  Hence, our position is that we can support ourselves (with resources, grain, tourism) and we can feed ourselves (wine or olive oil from Margaret River anyone?), and in style.  Who needs the rest of Australia?

It is not only food - homewares have realised the marketing potential.  Over the weekend I saw an advert for bedding store BedShed with a stamp "Born and Bred in WA".  And as a recent returnee from the East I find myself explaining first that I was Born and Bred in WA before temporarily (16 years) decamping to the Eastern States but now have found my way home.  Conversations go so much easier after that.