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From waste to superbrand : the uneasy relationship between Vegemite and its origins

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journal contribution
posted on 06.12.2017, 00:00 by Donna 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.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Volume

13

Issue

4

Start Page

1

End Page

7

Number of Pages

7

eISSN

1441-2616

Location

Brisbane, Qld

Publisher

M/C - Media and Culture

Language

en-aus

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Arts, Business, Informatics and Education; Learning and Teaching Education Research Centre (LTERC);

Era Eligible

Yes

Journal

M

Exports

CQUniversity

Exports