Goulburn Valley Food Tours

Australians mistrust the origins of their food, so Goulburn Valley Fruit needed to prove its authenticity to consumers. We devised a way to showcase the beautiful place their produce comes from. We turned a fruit brand into a tourism brand, with Goulburn Valley Food Tours. The tours began on pack with a new labelling system using GPS coordinates to pinpoint the orchard the fruit came from. A search of the coordinates transported users directly into an immersive experience. Elevating the brand to a destination has made all FMCG brands accountable for where their produce truly comes from.