Bega Cheese brings Vegemite home, and we help the iconic Australian brand inspire families to be more active.

Since coming back to Australian soil under the Bega Cheese acquisition in 2017, Vegemite has wanted to become involved in our daily lives once again.

As a leader in the integration of sport and business in Australia, Signature Sport had the perfect solution.

Riding bikes is a favourite Australian pastime of Australian children but with the proliferation of devices, more sedentary habits and parents driving to school, many of today’s kids are not as active as previous generations.

To help, Vegemite partnered with the Cadel Evans Great Ocean Road Race (CEGORR) in 2018 to remind our communities about the importance of physical activity for children and their families.

In January, we saw a soft entry for Vegemite into the CEGORR with the launch of the Vegemite Kids Lead Out with Cadel Evans. A group of young boys and girls joined Cadel on the start line to kick off the elite men’s WorldTour one-day classic.

We hope this will become an iconic moment for decades to come and perhaps even inspire some of these young riders to pursue their own careers in professional cycling.

In January 2019, we will launch the Vegemite Family Ride on the Geelong Waterfront section of the CEGORR course.

The free event aimed at children and their families will continue the event’s mission of making cycling more accessible and inclusive for the entire community.

The ride will:

• Bring families together;
• Provide people with the opportunity to cycle along-side a select group of WorldTour champions;
• Take kids away from devices; and
• Remind everyone about the benefits of participating in physical activities in the community.

After all, there’s nothing like riding bikes together!