Campaign overview

The Experience Tasmanian US Promotion delivered a curated box of the finest produce directly into the hands, and kitchens, of up to 150 food industry identities during March 2021. Recipients included chefs, retail buyers, influencers, food media and other key opinion leaders.

The Experience Tasmanian boxes contained Cape Grim grassfed beef, Petuna ocean trout, King Island Dairy smoked cheddar and Jansz premium sparkling rosé. Included in the boxes was a bespoke booklet showcasing the provenance and stories behind the products.

Each of these products are currently sold in the US, with this experience providing our Tasmanian producers an opportunity to grow their presence in this important market.

Recipients were transported to Tasmania via a virtual tour of the Cape Grim Beef farm and production chain, with VR goggles included in their box.

Experience the virtual tour for yourself

What the recipients said:

Ethan Chutkow, Teton Waters Ranch, Colorado

"I can’t tell you how much I appreciate getting this culinary tour of Tassie. What an honor to be a recipient of this beautiful [experience]."

David Hochman, Forbes, Nevada

"… literally transported to Tazzy — one of my favorite places, by the way. Thanks so much for sending."

Wlter Mayen, Mastro's Steakhouse Beverly Hills, California

"Overall a great package and amazing details from an area in which I knew nothing about...Everything was great and the VR Experience of the Island and process of the meat was by far one of my favorites."

Ryan January, Wally's Beverly Hills, California

"Very cool products. The ocean trout was amazing…. Will pass my Tasmanian experience on."

Chef Tony Messina, Uni Boston, Massachusetts

"I had a chance to use the products today. The quality is excellent and I appreciate being included."

Jeffrey Nimer, Haute Chefs LA, California

"Thank you! We would love to use [these products] on our menus and feature for our clientele”

Justin Kingsley Hall, Main Stree Provisions, Nevada

“...very exceptional package and idea. This is a beautiful way to capture someone’s interest on a wonderful place to travel.”

Sam Marvin, Echo & Rig, Nevada

"The food tastes so pure and clean and exciting"

John Brand, Hotel Emma, Texas

"Thank you, Brilliant marketing of great products."

Jane Duke, Consul-General of Los Angeles, California

"It was absolutely wonderful. The Cape Grim beef was the best I’d tasted and my favorite cheese is King Island Smoked cheddar."

Odette Hampton, Austrade, California

"It’s wonderful to see Tasmania stand out with premium food and wine and continue to grow its reputation in the US."