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From waste to superbrand : the uneasy relationship between Vegemite and its origins
journal contributionposted on 2017-12-06, 00:00 authored by Donna BrienDonna Brien
This article investigates the possibilities for understanding waste as a resource, with a particular focus on understanding food waste as a food resource. Considering the popular yeast spread Vegemite within this frame, Vegemite’s origins in waste product, and how it has achieved and sustained its status as a popular symbol of Australia despite half a century of Australian gastro-multiculturalism and a marked public resistance to other recycling and reuse of food products, are the focus of this study, as is how advertising copywriting and a recurrent cycle of product memorialisation have created a superbrand through focusing on Vegemite’s nutrient and nostalgic value.
Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)
Number of Pages7
PublisherM/C - Media and Culture
External Author AffiliationsFaculty of Arts, Business, Informatics and Education; Learning and Teaching Education Research Centre (LTERC);