Vegemite Press Releases
KRAFT PRODUCES ONE BILLIONTH JAR OF VEGEMITE
5 October 2008
Melbourne: Kraft Foods announced today that the one billionth jar of Vegemite has been produced at its manufacturing facility in Port Melbourne.
To celebrate this milestone with Australia, Kraft has inserted a special golden token inside the lid of a Vegemite jar. It has been released into the retail distribution system where a customer somewhere in Australia will win the ‘Ultimate Australian Dream’ prize pack.
Vegemite had humble beginnings when chemist, Dr Cyril Callister, created the vitamin rich spread in 1922. Vegemite hit the shelves in 1923 but wasn’t an instant success taking nearly 10 years to gain significant consumer acceptance. The rest is history, with Vegemite’s home factory of Port Melbourne now producing over 22 million jars per annum.
Vegemite has been a part of the evolving Australian culture for 85 years. Australia has been through enormous change in this time, however through it all Vegemite has remained Australia’s favourite spread; an unchanged recipe embraced by all generations and Australians of all backgrounds.
The once-a-century production milestone has resonated with staff throughout the company. “We all feel very excited,” said Jeff Currie who has worked at Kraft for 43 years. “It’s exciting to be involved with a product that has been enjoyed by four generations and still remains Australia’s favourite spread. This is a milestone which we can all be proud of because Australia really has taken Vegemite to its heart.”
George Zoghbi, Managing Director of Kraft Foods Australia/New Zealand agrees: “Australian food and dietary habits continue to evolve. However, it is great that grandparents and grandchildren can sit down and share the Vegemite experience in traditional and new ways. Vegemite really is an integral part of Australia’s history and helps define us as Australians on the world stage in our own unique way.”
Mr Zoghbi continued, “I would like to thank the more than 50,000 Kraft employees past and present who over the last 85 years have made Vegemite what it is today and helped us reach this historic landmark. And of course I’d like to thank the Australian public for their ongoing support.”
One billion jars is a lot of Vegemite – equivalent to filling 200 Olympic sized pools, 250,000 Holden Utes, filling the Sydney Opera House 13 times over or having it spread on enough toast to circle the planet many times.
To capture the historic moment, Vegemite has commissioned Nicole Polentas, an RMIT Gold & Silversmithing student, to design and create a commemorative Vegemite jar made from precious metals including 22 and 18 carat gold. This month the gold jar will tour Australia to celebrate the occasion with the nation. Please visit www.vegemite.com.au for further information.
The person who buys the one billionth jar of Vegemite with the special golden token under the cap will win a replica of the specially designed gold jar, in addition to their ‘Ultimate Australian Dream’, consisting of a Holden SS Ute, Quintex boat package, mortgage paid for a year, Whitsunday Escape, home entertainment package, white goods package, plus 12 months of groceries and fuel (terms and conditions apply).
Customers should look for the special edition jars in supermarkets throughout Australia. Thousands have a winning code under the lid for instant online prizes, while the winning billionth jar contains a special golden token. Consumers should log onto www.vegemite.com.au with their code to find out what they have won.
