Jamie’s Ministry of Food
Jamie Oliver’s Ministry of Food Australia was conceived in 2010 in response to a brief from The Good Guys to take them from 15 to 30% market share in the highly competitive cooking/kitchen appliance sector.
Effie approached Jamie Oliver securing the opportunity to launch the Ministry of Food in Australia, and assisted in the formation and launch of The Good Foundation with whom she developed and rolled out a five-year strategy.
Eight years on JMoF remains highly active with a mission to tackle the ever- increasing obesity issue by teaching Australians how to shop, cook, eat better and live healthier, longer lives.
The campaign achieved the Good Guys objective within the first eighteen months. To date it has taught 40,000+ Australians to cook and eat better and generated a massive $75 million of editorial value.
Effie sits on the Board of the Good Foundation and is passionate about supporting the cause into the future.