Woolworths teams up with Instagram food artist to spark fresh approach to gifting

Woolworths is living up to its reputation as ‘The fresh food people’ this Christmas by teaming up with a popular Instagram food artist to encourage shoppers to get creative with food gifts.

Melbourne mum Laleh Mohmedi is the woman behind Jacob’s Food Diaries, an Instagram page dedicated to creating fun fresh food masterpieces, originally for her son, but now also to showcase to her 221k+ Instagram followers.

Jacob’s Food Diaries – Fruit hamper

As part of Woolworths’ Gift of Fresh campaign, Mohmedi will create fresh food gifts including a Mango Teddy Bear, Chocolate Box Surprise and a Festive Edible Christmas Tree, to show that it can be an easy and affordable gifting option and encourage shoppers to support Australian growers in the lead up to Christmas.

“We live in a country where we are blessed to have access to great tasting, locally grown fresh fruit,” Mohmedi said.

“By creating a gift using fruit you’re not only supporting Aussie growers but making something personal to give.”

Jacob’s Food Diaries – Edible Christmas Tree

Woolworths expects to sell 2.5 million mangoes, 450,000 kilos of cherries and over 800,000 kilos of stone fruit over the holiday season.

“Australia prides itself on the delicious fresh fruit we grow locally. It just wouldn’t be an Aussie Christmas without fresh mangoes and cherries adorning the table,” Woolworths head of produce Paul Turner said.

“As the Fresh Food People, we want to encourage the nation to think fresh when it comes to gift-giving.”

Almost two thirds (59 per cent) of those surveyed by Woolworths said that receiving fresh would be a welcome gift at this time of year, although less than half (45 per cent) actually considered a fresh item as a gift option.

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