Eativity is a new independent Australian digital food publication that aims to support small producers by changing the way we think about, source, and enjoy food. Eativity wants to help Australians make more informed decisions about the food they eat by educating and empowering readers with the latest industry news and developments, nutrition advice and the best ways to make the most of local, seasonal produce. Eativity also aims to celebrate our food producers and highlight the many innovative, sustainable and original ways they are growing, producing and creating food.
THERE’S NEVER BEEN A BETTER TIME TO SUPPORT OUR LOCAL PRODUCERS
The food industry in Australia has had a tumultuous year. Some companies have seen demand for their products go through the roof due to panic buying, whereas others have seen a drop in revenue due to export markets effectively closing, supply chains shutting down and lockdown-related decreases in consumer demand.
The financial pressure that our producers – in particular our small producers – are feeling means that now, more than ever, we need to encourage Australians to buy and eat local. Eativity’s objective is to help Australians make more informed choices about the food they eat, while also supporting the people who grow, produce and supply that food. The site will champion our hard-working food producers, particularly those who are dedicated to ethical and sustainable farming and food production practices.
RECONNECTING OUR FOOD SUPPLY CHAIN
Increasingly, global food supply chains have created a disconnect between consumers and their food supply. Eativity wants to change this by giving people the information they need to become more enlightened and empowered as consumers.
The site launches at a time when there is increasing public curiosity about “provenance to plate” – understanding where your food comes from and how it made its way to you. Many Australians are eager to know more about the source of their food and want to better understand how to embrace seasonality; how to find and utilise the amazing produce that Australia offers. But until now, there has not been a one-stop resource that can offer consumers the food information they crave. Eativity is that one-stop resource.
A PASSION PROJECT BROUGHT TO LIFE
Eativity is the brainchild of Moira Geddes. A journalist with more than 15 years’ experience, Moira was raised in regional Australia, which fostered in her a love and respect for our farming communities and for fresh, local and seasonal produce.
“Australia is blessed with such an abundance of high-quality food,” Moira says. “Eativity wants to celebrate this, and highlight the important work that our food producers do at every step along the food supply chain. Australians already love their food – we want to help them enjoy it even more, by encouraging them to explore and discover how much there is to be proud of in our food industry.”
Moira has been working on the Eativity concept since 2017, all while juggling a full-time job and raising young twins as a solo parent. Despite the disruption that COVID-19 has caused in the small business arena, Moira’s hard work and belief in her product has seen Eativity come to life in the midst of a global pandemic, sharing her vision to keep Aussie food consumers in the know and help small producers grow.
You can find the site at https://eativitynews.com
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