Evans, well-known Down Under as the co-host of TV cookery show My Kitchen Rules, will front social media and PR campaigns for Arcadian’s free range pork brands – Cleaver’s and Borrowdale. He has been in the role for 12 months and penned a new contract that will see him continue his work as the face of the organic meat brands until 2018.
Part of his role will include creating tailored pork recipes, as well as provide cooking tips and health advice on pork consumption.
“We are delighted to continue working with Pete Evans to promote certified organic and free-range meat that is 100% Australian family-farmed,” said Arcadian Organic & Natural Meat Co marketing manager Paul da Silva.
He said working alongside Evan had “elevated awareness” of the company’s free-range meat brands through his celebratory profile and commitment to clean living.
“Ultimately, Pete’s reputation as an acclaimed chef and advocate for healthy living are a great match for our brands. We’re looking forward to spending more time telling the same story together.”
To celebrate the partnership extension, Cleaver’s and Evans will release a series of YouTube videos outlining summer cooking tips and recipes for pork.
Organic set for growth
Evan said cooking with fully Australian meat in both a professional and personal capacity was “rewarding” that he had “enjoyed” his time as the brand’s ambassador.
“It’s rewarding to work with brands that stand out by promoting taste and nutrition in meat that is 100% Australian. I believe strongly in combining outstanding quality with natural, healthy and cruelty-free production. These brands stand at the forefront of ethical, healthy and sustainable meat production,” he added.
Australia’s certified organic products market is worth AU$1.72bn ($1.72bn), according to a 2014 Australian Organic Market Report. It is expected to grow by around 15% annually as Australians seek out higher welfare food. Arcadian claims to be Australia’s largest supplier of certified organic and free-range meat.