TWO iconic Gippsland names have joined forces to promote the region and its dairy industry to the world.
Milk processor Burra Foods has announced Leongatha-born Olympic high jumper Eleanor Patterson as the company’s first brand ambassador.
Eleanor is a Commonwealth Games gold medallist and the current national Australian record holder, jumping 1.99 metres earlier in the year.
“Thrilled” to be partnered with Burra Foods, Eleanor has her sights set on next year’s Tokyo Olympics and her personal goal of becoming the first Australian woman to jump 2m at a competition.
The two icons have more than just their regional Victorian roots in common.
“We both deliver high quality on a world stage,” Eleanor, 24, said. “For me, for the last year, it has all been about Tokyo, Tokyo, Tokyo and getting to the Olympics while, for Burra, Japan is a major customer.
“Burra Foods creates high value products and South Gippsland is such an amazing place with the green rolling hills and farms, it is just such luscious land and it’s able to produce some pretty amazing things. Obviously, milk products but I would also like to think we have a fair few athletes from South Gippsland. Everyone always says to me ‘what’s in the water?’, but maybe it is just in the milk.”
CEO Stewart Carson said everyone at Burra Foods – and in Gippsland – had followed Eleanor’s rise.
“As a company, we feel very strongly about our region and its people and supporting them where we can,” he said.
“In trying to decide who would take the title of Burra Foods’ first brand ambassador, we were seeking an individual where our support would be really appreciated but most importantly, where there would be an alignment between them and all that they stand for and the brand essence and values of our company.
“Eleanor is the perfect person to promote Burra Foods, we are honoured to partner with a Gippsland local who is at the top of her profession.”
The appointment of Eleanor Patterson as Burra’s first brand ambassador comes as the Korumburra milk processor launches a new-look brand and website.
Included in the brand refresh is a tweak to the much-loved and recognisable kookaburra logo. The cheeky native bird still has pride-of-place but the logo overall has been given a more modern look.
Burra Foods Marketing and Communication Lead Yuko Granger oversaw the brand refresh, which sought to better define the essence of what it means to be Burra.
“The pillars of Burra are sustainability, community and ingenuity and these are the same values that have shaped Burra since the business was founded in 1991,” she said.
“Quintessentially ‘Gippsland’ but with increasing global recognition, Burra Foods has a solid Australian work ethic and community spirit and we wanted that to be on display with our brand.”
Burra’s new brand will be rolled-out across the business over the next two years – from product packaging to signage on dairy farm gates and milk tankers. The new website is live at www.burrafoods.com.au