A leading Australian food critic has been left cold by a photo of fish and chips used in a campaign to promote an Australian state’s fresh produce.
John Lethlean, who has written restaurant and food reviews for major Australian newspapers and magazines for more than two decades, denounced the campaign in an Instagram post on Tuesday.
Mr Lethlean saw the ad created for ‘Plating Up WA’, an initiative between the Western Australian Government and Buy West Eat Best, aimed at showcasing local produce.
The advert, which appeared to be printed as a large pamphlet, showed a small portion of fish and chips along with two slices of lemon on newspaper in a cardboard box.
Renowned food critic John Lethlean (pictured) criticized an ad from the ‘Plating Up WA’ campaign, which used basic fish and chips (pictured) to promote Western Australia’s local food industry
The popular dish was pictured next to salt and pepper shakers and a sign with a drawing of a fishing boat on the water.
“Do you think Plating Up WA could have come up with something more imaginative to represent the state’s products than fish and chips?” Mr. Lethlean asked in his post.
His observation received dozens of likes from social media users, while others reacted with disappointment at the mediocre attempt to promote the state’s famous fresh produce.
‘They are [fish and chips] not even on a plate,” said one.
‘Very sad that this is all they can produce. How many tourists would come all the way here for fish and chips in cardboard?’ another person wrote.
‘We can do so much better! So many products in WA.” a third added.
Others said they didn’t mind the simple attempt to portray food that locals enjoy.
“Looks tasty,” someone said.
‘At least on quality newsprint.’
John Lethlean (pictured) said the campaign could have come up with a more creative way to showcase the quality of fresh produce that WA is known for
Mr Lethlean is known for his ‘neither fear nor favour’ approach to reviews.
Last year he wrote a controversial review for the popular food magazine Delicious about Perth restaurant Shui, which quickly became better known for its comment about a female waitress.
“And the maitre d’/meet and greeter is wearing an outfit that threatens to expose more than just her inexperience as she bends down to set a table,” he wrote.
The comment sparked hostile reactions on social media before it was later removed from the Delicious website.
Daily Mail Australia has contacted Mr Lethlean for comment.
Several social media users agreed with Mr Lethlean’s criticism of the campaign (pictured) and said the advert could have featured a more diverse range of food products.
WA is home to some of the best fresh food in Australia, including seafood, fruit and vegetables.
Farmers typically produce the best crops during the winter months, making June, July and August an important time of year for many primary producers.
From next month, more than 40 cafes, restaurants and bars in WA will offer food and drinks made from at least one ingredient produced exclusively in regions across Western Australia.
First introduced in 2017, the campaign aims to celebrate homegrown food and drink in a bid to promote the local food industry.
Daily Mail has contacted Buy West Eat Best for comment.