More than 10,000 South Australian businesses have now registered to use the State Brand, marking a significant milestone for Brand SA.
The initiative, relaunched in late 2022, has seen a growing number of businesses across various industries adopt the logo to promote their products, services, and local identity.
Minister for Trade and Investment Joe Szakacs highlighted the commercial and reputational benefits of the initiative, stating that the brand is fostering local pride while also boosting business outcomes.
“Not only does the state’s icon swell local pride, but we’re also seeing it drive better commercial results here and interstate,” Szakacs said.
“As more top-quality South Australian businesses get on board, the prestige of our state’s products and services will only grow. I encourage any South Australian business, of any size or industry, to consider the benefits of registering to use the State Brand.”
Among the businesses recently joining the initiative is Mitani Group, a well-known name in the food industry and the creator of the popular chicken salt seasoning.
The company, established in 1979, has grown into a key player in Australia’s food manufacturing sector, supplying major national food companies. Chief Sales Officer Lewis Mitani described the registration as a natural step for the company.
“We are proud to be the 10,000th member to join Brand SA, and this milestone further solidifies our commitment to promoting the excellence of South Australian businesses,” Mitani said.
Mitani noted that the partnership aligns with the company’s values of innovation and quality, while reinforcing its ties to the local industry.
The business, now in its third generation, employs over 70 staff across two locations in South Australia and has expanded into food production areas such as stuffings, dressings, and seasonings.
Research conducted by Brand SA indicates that 90 per cent of South Australians prefer to support local businesses.
Companies such as Cucina Classica, a producer of ready-made meals and sauces, have credited the State Brand with helping them expand their presence in major supermarkets. CEO Roberto Cardone noted that the branding plays a role in consumer recognition.
“South Australians look for the logo and we use that as a selling point,” Cardone said. “Because of that, there are a lot of small producers who would do very well out of registering. For me, it’s simply about being proud. Let’s be proud about being South Australian and not shy away from it.”
The State Brand is available for businesses across a wide range of sectors, including food, wine, hospitality, tourism, technology, retail, trades, services, and sports.
Registration is free, and approved businesses gain access to marketing assets designed to strengthen their branding and consumer recognition.
