supagarlic.
the task.
I produced a documentary style Australian Makers video and penned an advertising feature article to launch SupaGarlic, the latest innovation by Australian Garlic Producer’s, the country’s largest producer of fresh garlic. The SupaGarlic feature article below is pending release - please keep the following content strictly for internal use only.
My role:
article author // script writer // creative direction // project mgmt. // brand supervision // location scout // account mgmt. // shoot supervision // content publisher
the challenge.
How to make one of the ‘smelliest items on the supermarket shelf’ appealing, launch a new vitamin product that keeps colds away but also gives customers ‘garlic bread burps’.
the solution.
Tell the Aussie grown story, show the socio-economic benefits the product has on the community for all Australians, from all walks of life. Follow the journey from farm to shop floor.
from little things big things grow.
Exactly 377 kilometers north of Alice Springs, down a long, cracked road, lined with red desert dust, in blistering 45-degree heat, there is a little garlic plot growing in the remote Indigenous community of Ali Curung.
With every little garlic plot comes huge potential for growth, at least it does for Australian Garlic Producers (AGP) Chief Executive Officer (CEO), Nick Diamantopoulos the driving force behind AGP, Australia’s largest Garlic grower, operating across more than 700 acres of farmland Australia-wide.
AGP has been working with the major Australian supermarkets for more than three decades to ensure easy access to fresh, locally-grown garlic and garlic pastes year-round, supporting more than 600 seasonal workers and jobs at the height of peak harvest periods.
As a wise man once wrote: ‘from little things, big things grow’; a mantra that rings true for Nick, the Industrial Chemist turned Master Horticulturalist and the brains behind SupaGarlic. An innovative range of dietary supplements made locally with 100% Australian garlic oil, SupaGarlic provides Australian and overseas consumers with targeted support for general health and well-being.
Just one revolutionary seed planted in the red soil out in Ali Curung, a tiny desert town with an average monthly rainfall of just 320.6mm* where that tiny garlic plot lays; is starting to set a new standard and turning heads throughout the agriculture industry thanks to a new world-leading formula from Diamantopoulos.
Inspired by a garlic species (allium sativum) originating from Central Africa, a clone selected from this AF variety – is successfully growing in the middle of the Aussie desert in a sub-tropical climate for the very first time in the Northern Territory.
read on.
If anyone could do it, it’s Diamantopoulos who was once fondly dubbed ‘Garlic Man’ by the Herald Sun and has spent years traveling the world researching and gathering inspiration to develop over 290 varieties of Garlic throughout his 30 year-long career in agriculture.
“Surprisingly enough, this is the first week of August and I can't believe that we've actually got garlic that’s almost ready for harvest. This is the earliest garlic I've ever seen ready in Australia, these beautiful, rich, red soils are just amazing; they actually grow beautiful quality garlic. It's looking very healthy and very luscious,” Diamantopoulos said.
“It's quite interesting because about three years ago, we started with seven varieties in this area, and then we narrowed that down to three varieties. And last year, we narrowed it down to two varieties. And this year we've got the one variety that just stands out. So consistently, this variety has been doing exceptionally well over the last three seasons. So, this I think, will have to be called the ‘Ali Curung’ variety.”
read more.
follow the link below to read the full SupaGarlic advertorial feature article.
australian makers.
AGP has been a proud supporter of the ‘Australian Makers’ video series since its inception. I originally teamed up with Nick to feature his fresh Australian Garlic and profile his vitamin production process in Mildura, Victoria in early 2019.
He later engaged Australian Made to support the launch of SupaGarlic rebrand in 2021, involving further content from his indigenous initiative in Ali Curung. It’s been incredible following Nicks story over the years and watching his business grow and grow.
Together we’ve collected garlic content and stories from many corners of Australia! Driving a four wheeler through a dust storm with a videographer hanging off the back was by far one of the most memorable ‘Australian Makers’ shoots to date. Anything for the perfect shot!
