Trevor Pomery reveals his FUIC singlet on The Adelaide Show watched by Patrick Baker DV OK

Former Farmers Union Iced Coffee marketing guru, Trevor Pomery, reveals his FUIC singlet during the recording of Adelaide Show 133, to the astonishment of Patrick Baker, former DV marketing guru.

Is it an iced coffee or it’s nothing? And must that be a Farmers Union or can it be a Nippys or some other brand?

In one of the markets that surprised the world and had a flavoured milk outselling Cocal Cola, the tension and the struggles between the two products were epic.

Tonight, former FUIC man, Trevor Pomery, and former DV man, Patrick Baker, takes us behind the scenes of the great, South Australian Iced Coffee Showdown.

For the Made To Move Minute, Max Martin … reflects on our fixation with iced coffee. and asks, Is it okay for hard-working people to drink iced coffee but maybe not desk jockies?

Wine tonight is … 2015 Puritan Shiraz from Battle of Bosworth wines, McClaren Vale

In IS IT NEWS, Nigel quizzes us on our knowledge of … milk.

The Adelaide Visa Council features … only one case

And Andy and Marta return with a new album and a new song called, I Sing, in the Musical Pilgrimage.

But first, we launch with David Washington from InDaily with his midweek news wrap, Talk Of The Town.

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Show notes running sheet by timecode

Looking for something in this episode? We have captured the time marker in the notes below to help you find selected content faster.

00:00:00 Outtake
Farmers Union yoghurt
Theme and introduction. Our original theme song in full is here, Adelaidey-hoo.
Talk Of The Town
David Washington, editor of In Daily, gives us a midweek wrap of the news we’ve been talking about in South Australia this week.
00:00:00 Items Without Notice
No items this week.
00:06:34 SA Drink Of The Week
2015 Battle Of Bosworth Puritan Shiraz, McLaren Vale … Tasting notes.
00:10:18 Made To Move Minute

Max Martin from iNform Health and Fitness Solutions, Norwood, present a thoughtful minute for pondering more ways and reasons to get moving and improve your health.

This week: Is iced coffee fine for workers who do hard, physical work and not so good for desk jockies?

We are not running sponsors during the Fringe BUT we would like to encourage you to make The Arkaba Hotel a meeting place, a function place, a place of escape. Food is great and the staff have been excellent to us for two years of involvement thus far. Highly recommended.
00:15:33 Trevor Pomery and Patrick Baker

For many iced coffee drinkers in South Australia, their choice of brand is a tribal one. If you attack their brand, they’ll defend it, sometimes with threats of violence.

The frenzy of South Australia’s Iced Coffee Showdown reached fever pitch in the 1990s when DV poured money and strategic resources into the battle, even pulling in national celebrity, Rex Hunt, in a series of ads that really got tongues talking. But is all publicity, good publicty?

Tonight we’ll find out with the man at the helm of Farmers Union marketing at the time, Trevor Pomery, and his opposite number from Dairy Vale, Patrick Baker.

We did a blind taste test in the program, and they were:

A: Coca Cola’s Barista Brothers


C: Fleurieu Peninsula Iced Coffee

D: Nippys Espresso

Due diligence: Trevor, is currently at Golden North, and Patrick runs Baker Marketing (where Steve works).

01:25:06 Is It News?
The news history quiz with Nigel Dobson-Keeffe.
01:39:22 Adelaide Visa Council
Joseph Scales ‏@JosephScales
[email protected]: How does Mexico look from afar? Clement: “Completely broken” Adelaide? “Paradise. But maybe boring. No shootouts” #adlwwClement’s visa REVOKED
01:45:24 Musical Pilgrimage
And our song this week is I Sing by Andy and Marta, selected by our musical curator Adrian Miller, from Radio Adelaide’s Monday night program, Songcatcher.
01:51:46 Outtake
 Clap me in, Nigel

Here is this week’s preview video:

Farmers Union TVC

Dairy Vale DV TVC

This week’s sponsor:

No sponsors during the Fringe.

SFX: Throughout the podcast we use free sfx from for the harp, the visa stamp, the silent movie music, the stylus, the radio signal sfx, the wine pouring and cork pulling sfx, and the swooshes around Siri.

This next section was originally used to advertise the iced coffee showdown

Dairy Vale vs Farmers Union Iced Coffee on The Adelaide ShowCome along to our final Adelaide Fringe live recording on Tuesday night, March 8, 2016, from 7-9pm at The Arkaba Hotel, for an intimate and fun evening of conversation with Adelaide ‘enemies’, Trevor Pomery and Patrick Baker, who were pitched either side of the South Australian Iced Coffee battles in the 1990s.

When you click through to buy tickets from the Adelaide Fringe website, make sure you choose the right night. And please move quickly because there are only 25 tickets in total.

Trevor Pomery

Trevor Pomery has been the guiding hand behind the marketing of many household brands we are familiar with. Currently, he is currently the marketing and export manager for South Australian icon, Golden North but tonight we’ll be probing his past in the Iced Coffee game.

Iced Coffee in the South Australian market is something of an international phenomenon on the worldwide marketing stage.

According to sales figures from a 2014 report in The Australian, Iced Coffee sales in Australia were at $200 million compared to cola at $196 million.

So Iced Coffee is big business and Trevor helped seal the deal for Farmers Union by championing the slogan, It’s A Farmers Union Iced Coffee Or It’s Nothing.

Patrick Baker

Across town, Patrick Baker, who now runs Baker Marketing (where our Steve Davis works) was a sworn enemy of the Farmers Union folk.

As part of the Dairy Vale marketing team, Patrick oversaw countless blind taste tests among blue collar, Farmers Union die hards, and saw for himself how the Dairy Vale blend would win hands down.

However, the battle of the minds was a hard one and he has some ripping yarns to tell about how iced coffee drinkers reacted when faced with the conflict between their hearts and their tastebuds.

Patrick has also worked for a number of household brand names and between him and Trevor, there’ll be plenty of stories and bravado to make the Gruen Transfer seem ho hum 🙂

Grab your Fringe tickets now

When you click through to buy tickets from the Adelaide Fringe website, make sure you choose Tuesday, March 8. There are only 25 in total.

On the night, you’ll get a chance to:

  • add your questions to the mix
  • sample the SA Drink Of The Week
  • participate in the IS IT NEWS historical South Australian trivia quiz
  • pass judgement in the Adelaide Visa Council

It should be an enjoyable night of conversation. Make sure you come early to have a meal at The Arkaba so you can relax and get into the mood.