Gourmet and green: the branding of King Island

In less than thirty years, King Island - in Australia’s Bass Strait - has become popularly synonymous with quality foods and unspoilt beauty. The marketing success of King Island Dairy, in particular, has helped orient much of the island’s activities towards particular services and goods. They benefit from a general perception that, for reasons both coincidental and contrived, King Island is singularly blessed for premium produce. This article traces the rise this image, and considers its irony in light of the various vulnerabilities that have otherwise hindered King Island’s development. From the hazardous winds of the ‘Roaring 40s’, to the sporadic investment in its infrastructure, King Island’s history is dotted with obstacles and setbacks. In turn, it is argued that, insofar as the King Island brand now relies on certain associations for effectively marketing both its export commodities and its tourist attractions, islanders must address if not resolve a range of issues and/or inadequacies that undermine the brand’s integrity.