Gourmet and green: The branding of King Island

Abstract

In less than 40 years, King Island, in Australia’s Bass Strait, has become widely synonymous with quality foods and pristine beauty. The marketing success of King Island Dairy has helped orient much of the island’s activities towards services and goods. The island’s food economy benefits from a general perception that, for reasons both coincidental and contrived, King Island is singularly blessed for premium produce. This discussion traces the rise of this image and considers its irony in the light of the various vulnerabilities that have otherwise hindered King Island’s development. From the hazardous winds of the ‘Roaring 40s’, to the sporadic investment in its infrastructure, King Island’s history is dotted with obstacles and setbacks. In turn, it is argued that, insofar as the King Island brand now relies on certain associations for effectively marketing both its export commodities and its tourist attractions, islanders must address if not resolve a range of issues and/or inadequacies that undermine the brand’s stability and longevity.