100 Mitey Years

Let’s raise a toast to 100 years of VEGEMITE
Today is a day for the history books. Today is the day an Aussie icon turns 100.
The year was 1923. An estimated 5.6 million people lived in the country i. Construction had just begun on the Sydney Harbour bridgeii, a phone line was being built between Sydney and Brisbane, and Fred Walker from the Fred Walker Company along with a young chemist named Dr. Cyril Callister created the brainchild that is known today as VEGEMITE.

They might not have known at the time, but their humble creation was the start of what would become one of Australia’s most beloved products for generations to come. As the 20th century progressed, VEGEMITE, the adored spread became synonymous with the Aussie way of life.

We became Australia’s favourite national dish, we were the first product scanned at an Australian supermarket, we started to feature in songs, movies and on your PJs, left, and returned into the hands of Aussie ownership, had a street named after us and we put a rose in every cheek with the launch of Happy Little VEGEMITEs.

At breakfast, lunch, and tea, through good times and bad times, and everything in between, we captured the hearts and taste buds of the nation. Australia as we know it wouldn’t be the same without us.

We have been a first food and a last food, a secret ingredient, and a welcome gift. We have been there on the busy mornings and the slow afternoons. We have kept you as bright as bright can be, kept your bellies full, and kept you longing for home.

There’s no denying it has been a big 100 years, and we couldn’t have gotten here without you.
You have dipped us into your runny eggs, enjoyed us in a scroll, lashed us with avocado, stirred us into recipes, stored us in the fridge rather than the pantry and some of you, have even spooned us straight from the jar!

And so today, we want to say thank you.

Thank you for choosing us through it all. For defending our unique taste to your mates around the world, for displaying us in your homes with pride, for holding us in your memories, for taking us along as your travel companion, and letting us be a part of your journey for the last 100 years.

While Australia has been ever-changing over this time, one thing has remained the same – your unwavering love for VEGEMITE.

One thing we know for sure is that VEGEMITE’s future is bright. To the current and future generations, we look forward to fueling you for the next 100 years! And beyond…

ENDS

Quotes attributed to Bega Spokespeople:
“The sense of pride when VEGEMITE returned to Aussie hands in 2017 was immense. The response from the country to bringing the brand home was fantastic, and Bega Group was incredibly proud to have achieved this.”

“It takes a fair bit for a brand to be around for 100 years. It’s not a milestone that you can reach alone. To all of VEGEMITE’s family, friends, and supporters – thank you. VEGEMITE couldn’t have made it to 100 without you.” – Bega Group’s Executive Chairman, Barry Irvin

“VEGEMITE has been bringing a smile to faces since 1923, and we’re incredibly proud to be celebrating 100 years of its iconic status in Australia.” – Adam McNamara, Executive General Manager, Bega Group.

“VEGEMITE has been with me through so many of my important milestones. As a reminder of home while I’ve been travelling – to my very own Bartymite jar. I’m proud to be part of VEGEMITE’s story and thrilled to be raising a toast this famous Aussie icon today as it celebrates its 100th birthday.” – Ash Barty, VEGEMITE Ambassador.

i National Library of Australia. The Register, Monday 24 September 1923, p.8.
https://trove.nla.gov.au/newspaper/article/65033870. Last accessed October 3, 2023.
ii National Museum of Australia. https://www.nma.gov.au/defining-moments/resources/sydney-harbour-bridge-opens#:~:text=In%201922%20the%20New%20South,the%20bridge%20itself%20in%201925. Last accessed October 3, 2023.