Its dark, unappetizing appearance horrified the world and confused the new migrants.
Some called it an acquired taste; this black
sticky ugly duckling deserves a chance to shine. Open your heart and let the
spread of Vegemite on toast stimulates your unexcited taste buds and surprises
you with a tantalizing culinary adventure you never dare imagined. Who knows, this
bold step might change your morning breakfast ritual forever, and might even
successfully hypnotize you to do the unthinkable: bidding farewell to your
boring peanut butter and cranberry jam!
Some grimaced in disgust and pronounced it a
pet hate. Why would anyone allow his tongue and its pathetic nerves to be
repeatedly assaulted by this weird salty junk is incomprehensible.
Yet, it is this same mysterious spread that
has captured the hearts of millions of Australians, and continuously blackens
the bread and crackers on the breakfast tables of Melbournians and its neighboring
states. Creative recipes are invented, inviting the audacious Australians to
throw a few spoonsful of this distinctive ingredient into their pasta, burger,
pizza and stew.
1. Genesis: the invention of Vegemite
The story of Vegemite began in 1922 in a
young chemist’s laboratory in Australia. The mission was a daunting one: a
tasty, spreadable paste was to be developed using unwanted brewer’s yeast, to
replace the much beloved British Marmite (the import of which was disrupted at
that time as a result of World War 1).
The British despises the Vegemite and sees
it as nothing more than a failed copycat attempt of their national pride: the
rich, dense, and dark-brown Marmite spread. The Australians love Vegemite and
are proud of the supremely improvised version of yeast spread.
The battle between Marmite and Vegemite
continues with two clearly defined allegiances or sides taken, like an endless
Tug-o-War between two siblings that have frequently being mistaken as identical
twins.
2. Vegemite: the origin of the name
The Fred Walker Company devised an ingenious
marketing plan: to have the Australians involved in naming this new invention.
A national contest was organized and the cheeky name “Vegemite” was chosen
(much to the annoyance of the Marmite fans).
Yet the true creator of the name “Vegemite”
is as obscure as the secret recipe of this funky spread. Some sources suggested
that the winner of the contest was the Melbourne sisters Hilda and Laurel
Armstrong; some said the name was randomly drew from a hat by Fred Walker’s
daughter, Sheilah. However, there was also rumour that it was Fred Walker’s
7-year-old daughter who invented the name on the spot, when an inspiration hit
her while she was sorting through the competition entries with her dad.
In 1923, approximately one year after the young chemist shouted
his joyful “Eureka” in the laboratory, the Vegemite labeled jars graced the
grocery shelves of Australia, and embarked its new journey involving numerous
popularity challenges and marketing experiments.
3. Parwill: the switch of name
The journey was tough and
depressing. From 1928 to 1935, the Vegemite label was scrapped away and
replaced by the corny name “Parwill”, a mischievous advertising stunt playing
with the name of its dominating rival Marmite; “If Ma (mother) might, then Pa
(father) will”.
The marketing attempt was a
flop. The slogan did not trigger nor gain any market momentum, and there was no
sudden switch to the masculine, locally made “Parwill” as anticipated. The name was eventually changed back to the
original “Vegemite”.
4. Everyone needs Vitamin B
Aggressive marketing campaign spread across
Australia. Limerick competition with attractive prizes was organized.
Vegemite’s redemption coupons were given away free with Kraft Walker cheese
products.
Sales responded positively. A few years
later, Vegemite was endorsed by the British Medical Association in 1939 as one
of the richest sources of Vitamin B, and was recommended by medical
professionals and baby care experts as an excellent supplement for a nutritionally
balanced diet. World War II came, and Vegemite gained its fame further as a
rationed product due to the immense demand. Armed Forces bought Vegemite in
bulk, and by the late 1940s, Vegemite has become an irreplaceable staple food
appearing in 9 out of 10 Australian households.
5. A “made in Melbourne only” product
Vegemite is a “made in Melbourne only”
product. This much beloved product is manufactured at Mondelez’s Port
Melbourne’s factory, meeting the worldwide demand of 22 million jars per year.
The Australians continue to embrace Vegemite in love and fondness. The fact
that it is now owned by the US company Kraft Foods does not change the status
of Vegemite being the Australian iconic brand, a product that continues to
please the palate of children and adults with its unchanged recipe.