Cook2Connect: Tackling Record Levels Of Food Insecurity And Loneliness

A new campaign showcasing several of the Australasian region’s iconic food and cooking brands is underway, with a line-up of the top chefs and foodies joining forces to encourage consumers to ‘share a plate with a mate’. Coordinated by MGI Entertainment, #Cook2Connect is being led by Manu Feildel and will feature several brands – including Perfection Fresh – in a series of short films to be delivered across social media channels throughout September and October.

Action is being taken to address record levels of loneliness and food insecurity in Australia, with a series of videos being released this spring.

Audiences will be inspired to share a meal with a loved one and make a donation to OzHarvest, Australia’s leading food rescue organisation providing meals to those in need.

The vignettes will see the products brought to life as Australia’s most-loved cooking icons bring viewers inside their kitchens, showing them how to prepare dishes that are meaningful to them, while they share the intimate memories behind the meals.

One of the campaign participants is Australian fruit and vegetable grower and supplier, Perfection Fresh.

This follows its participation in the successful #HomeCooked campaign, which also raised funds for OzHarvest in 2020. #HomeCooked generated almost four million media impressions and a social media reach of 544,200 for participating brands. It also allowed OzHarvest to deliver an additional 300,000 meals to Australians experiencing food insecurity.

CEO Michael Simonetta said Perfection Fresh was proud to be a part of the #HomeCooked campaign in 2020, so #Cook2Connect was a natural fit for the company in 2021.

“As an Australian family-owned business for over 40 years, the campaign aligns with our mission to inspire a healthier world by connecting people to sustainable fresh food,” Michael said.

Perfection will be providing its fresh produce to inspire the chefs and influencers to create delicious dishes.

“We also plan to promote the campaign across our digital and social media channels to generate awareness and engage all Australians,” Michael explained.

“We will continue to support OzHarvest with their ongoing work in food rescue and redistribution for those who need it most.”

Consumption focus

Michael stressed it was important for the entire horticulture industry to promote the consumption of fresh produce and personal connection at a time when consumers need it most.

“Fresh produce and healthy food play a critical role in contributing to our physical and mental wellbeing. Inspiring all Australians to connect with each other through healthy food whether in person or remotely is relevant now more than ever.

“I am sure the industry will continue to overcome barriers presented by the pandemic, ensuring that regional communities continue to thrive, and all Australians have access to healthy Australian produce.”

Throughout September and October, all horticultural growers and marketers are able to take part in the #Cook2Connect campaign through creating and sharing content using the campaign hashtags across their social media platforms.

Meanwhile, Perfection Fresh will continue to support similar campaigns and initiatives.

“During this time when lots of Australians are doing it tough, we continue to support communities and charities – like OzHarvest – that help to ensure access to food for themselves and their family. Over 710,000 Australians rely on food relief each month, and one quarter are children,” Michael said.

“To donate, readers can head to the OzHarvest website. Every dollar donated provides two meals.”