Vegemite Press Releases
Australians called on to celebrate VEGEMITE’S 90th birthday by starting their day with VEGEMITE on October 25
18 October 2013
VEGEMITE celebrates its rich history as Australia's most loved spread by giving back to the community and asking Australians to share the celebrations by enjoying a nutritious VEGEMITE breakfast.
Friday October 25 is VEGEMITE's 90th birthday – that's 90 years of giving Australians energy to do more of what they love, 90 years being at the heart of the Australian breakfast occasion, and 90 years as a symbol of national pride. Australians love their VEGEMITE, it's part of who we are and what makes us unique – just like surfing, barbeques and beach cricket!
As Australia's most loved spread celebrates its 90th birthday, all Australians are being called on to continue the great Aussie tradition by making an inspiring breakfast and starting the day with VEGEMITE as part of a large-scale digital campaign. Australians can get involved to be part of the celebrations online and help VEGEMITE give back to the community by visiting the VEGEMITE Facebook page.
For every 'like' received during the month of October on the VEGEMITE Facebook page, VEGEMITE together with its suppliers will donate a jar of VEGEMITE to Foodbank (up to 90,000 jars) to help ensure less fortunate Australians can also start their day the right way with a nutritious and delicious VEGEMITE breakfast. The donation is part of VEGEMITE's ongoing partnership with Foodbank, Australia's largest food relief agency, designed to give thousands of disadvantaged families the opportunity to start their day with VEGEMITE.
Millions of Australians across the country and the world are expected to START WITH VEGEMITE on October 25 and share the love with Australia's favourite spread by joining in the conversation using #Vegemite90 to celebrate the birthday across social media platforms.
Darren O'Brien, Managing Director - Foods said, "In today's digital age, we felt that an online callout was the best way to enable Australians in every corner of the country and the world to share the 90th birthday milestone in a very real and personal way. VEGEMITE is a brand that is owned by all Australians and on October 25 we are asking everyone to START WITH VEGEMITE and remember the last 90 years, while looking forward to a bright future. I can't think of a better way to celebrate what VEGEMITE stands for than by enjoying a balanced and nutritious VEGEMITE breakfast with loved ones at home or your local café.
"The key to VEGEMITE's longevity and success across the last 90 years is its ability to adapt with the times and its integral role in the Australian breakfast occasion. VEGEMITE has taken pride of place at the Australian breakfast table for the last 90 years and remains as relevant and loved today as it was back in 1923 when the first jar hit shelves. Many things have changed since then, but VEGEMITE is still our favourite breakfast spread and still one of the world's richest known sources of B Vitamins," he said.
VEGEMITE has been enjoyed in a variety of ways over the years and how we like our VEGEMITE is still a very personal choice. In the early days, VEGEMITE was reported to have been eaten on toast or crackers, used as flavouring in soups, stews and gravies, drunk in a cup of hot water to help with the release of energy and even prescribed by doctors to be taken by patients as a rich source of B Vitamins! Today, we still love our VEGEMITE on toast but our tastes have changed somewhat – the rise of the café lifestyle and our hectic/health-conscious daily routines mean we now enjoy VEGEMITE in a variety of fresh and inspiring new ways such as on sourdough toast with poached eggs or avocado. But one thing hasn't changed since 1923, Australians still rely on VEGEMITE for a nutritious start to the day.
VEGEMITE: still made in Australia, for all Australians
For the last 90 years, VEGEMITE has been produced right here in Australia and remains committed to local manufacturing and securing Australian jobs for the future.
VEGEMITE has a long and proud history of supporting local suppliers - over 90% of the ingredients that go into Vegemite are sourced within Australia. This includes brewer's yeast – a key ingredient in the VEGEMITE recipe. Most of the leftover yeast from beer brewed in Victoria is used to make VEGEMITE – we work with suppliers to ensure nothing is wasted.
Over VEGEMITE's 90 year history, hundreds of dedicated Australians have had a direct hand in creating almost 1.1 billion jars of VEGEMITE. Almost 22 million jars of VEGEMITE are made every year at the Port Melbourne factory in Victoria, creating almost 90 billion serves, and employing hundreds of Australians who combined, have over 1,800 years of experience.
VEGEMITE staff celebrate 90 years of history in the making
The 90th birthday milestone has sparked great pride and a huge sense of achievement for staff at the Port Melbourne VEGEMITE factory, many of whom have been making VEGEMITE for over 20 years – the average tenure at the factory is 17 years and everyone has a genuine passion for the brand.
"I feel so humbled and honoured to be part of working with such an iconic and loved product – every day I am proud to say I work for VEGEMITE but never more so than on this special occasion as we celebrate the 90th birthday" said factory site manager, Kathy Gavrilidis who has worked with VEGEMITE for 20 years. Kathy and her family enjoy VEGEMITE in the traditional way every morning, with butter on toast, and her kids are very proud that their Mum works at the VEGEMITE factory.
Darren O'Brien also extended his appreciation to the extended VEGEMITE family. "I would like to personally recognise and thank the hundreds of people who have helped make VEGEMITE what it is today – this includes both past and present employees and the Australians who continue to embrace VEGEMITE and couldn't imagine their breakfast table without it. We are very proud of the past 90 years and look forward to continuing to be Australia's favourite spread for many more years to come," he said
For further information about VEGEMITE’s 90th Birthday, please contact Royce Communications:
Tel: 0400 326 525 or (03) 8628 9319
Tel: 0402 605 701 or (03) 8628 9314