Bega Group celebrates its 125th anniversary by transforming Bega into ‘Toastie Town,’ highlighting its iconic products and community impact. The event featured special toastie menus and a Toastie Hub, drawing national attention and showcasing Bega’s role in Australian culture and culinary traditions.
In celebration of its 125th anniversary, Bega Group, a prominent Australian food company, transformed the town of Bega into ‘Toastie Town.’ This unique event honoured the company’s rich history while showcasing its iconic products and strong bond with Australian consumers.
Established in 1899, Bega Group has grown into one of Australia’s leading food enterprises. The company operates in over 40 countries, with a portfolio of more than 34 brands and approximately 3,800 employees. With annual revenues exceeding $3 billion, Bega Group is a significant player on the Australian Securities Exchange, offering well-known products such as VEGEMITE, dairy items, and various other food staples.
A Toast to 125 Years
Bega Group, a cornerstone of Australian food culture, commemorated its 125th anniversary by turning the town of Bega into a haven for cheese and Vegemite toasties. The campaign was a nod to the company’s heritage and its iconic products, blending tradition with a touch of contemporary flair.
“Our success would not be possible without the support of the nation. As we celebrate 125 years with a toastie or two, we look forward to continuing to build on our legacy with new products and sustainable practices that meet the evolving needs of our customers.”
Barry Irvin, Executive Chairman of Bega Group
Transforming Bega into ‘Toastie Town’
For one day, Bega was rebranded as Toastie Town, complete with new signage and a variety of toastie-themed activities. Cafes, bakeries, and other local venues featured Bega cheese and Vegemite toasties on their menus. A special Toastie Hub was set up at the Bega Heritage Centre, now dubbed the Toastie Town Bega Heritage Centre.
The campaign drew considerable attention, with Toastie Town receiving widespread media coverage. Over 70 earned media placements highlighted the event, including features in major publications such as The Australian, ABC News, WIN News, Channel 9, Channel 10, and the Herald Sun.
Also Read- Bega Group Celebrates 125 Years of Legacy and Innovation
Reflections on Bega’s Legacy
Bega Group’s anniversary celebration underscored its journey from a modest dairy cooperative to a major global food entity. The company’s commitment to innovation, quality, and sustainability has been central to its growth and success. Bega Group’s enduring legacy is a testament to its ability to adapt and thrive while staying true to its core values.
Future Outlook
As Bega Group moves forward, it remains focused on expanding its market presence and driving innovation. The company is committed to exploring new opportunities and addressing emerging challenges in the food industry. With strategic initiatives in new markets, sustainable practices, and continuous product development, Bega Group aims to build on its legacy while shaping the future of the food sector.
Bega Group’s 125th-anniversary celebration through the ‘Toastie Town’ event not only highlighted the company’s historical achievements but also reinforced its ongoing relevance in the food industry. By creatively engaging with the community and celebrating its iconic products, Bega Group demonstrated its strong consumer connection and commitment to future growth and innovation.
