Established in 1921, the Heward Family orchards is a fourth-generation Riverland farm celebrating South Australia’s rich agricultural heritage. Growing, harvesting, processing, and packaging on-site, they produce their Singing Magpie Produce premium sun-dried figs and quinces that capture the flavour and character of their region. Their story reflects the strength of regional producers and the value of choosing truly local, quality-driven South Australian food.

After first featuring the State Brand on three signature products— Sticky Quince Syrup, Fig and Quince Almond Roll, and the 2024 Christmas Cake — Singing Magpie Produce is now rolling it out across all packaging and gift boxes as part of a design update. We spoke with founder Sue Heward to learn more about the story behind Singing Magpie Produce.

What inspired you to register to use the State Brand?
"Using the South Australian State Brand was a natural extension of our values. We're fiercely proud of our South Australian heritage and the unique qualities the Riverland brings to our products. The State Brand helps us communicate that provenance story instantly to customers.

For us, the State Brand represents more than just geography—it's about the distinctive character and quality that comes from South Australian growing conditions. Our Riverland terroir, with its Mediterranean climate, abundant sunshine, and the influence of the Murray River, creates fruit with exceptional intensity and flavour. The State Brand helps us tell that story of place."

How do you incorporate the State Brand into your marketing?
"We've integrated the State Brand strategically across our customer touchpoints. It features on our product packaging and is promoted through our social media, creating an immediate visual cue about our South Australian origins.

We've found the State Brand particularly valuable when participating in interstate events or when our products are featured in premium establishments like Penny’s Cheese Shop.

The State Brand has been particularly valuable in helping us connect with customers beyond South Australia. While initiatives like 'Buy from the Bush' promoted Singing Magpie Australia nationwide, the State Brand helped establish immediate credibility and recognition with interstate customers.”

Why do you believe it's important for people to Buy SA. For SA?
"Supporting South Australian producers creates a powerful ripple effect throughout our communities. When customers choose Singing Magpie Produce, they're not just supporting our family business—they're supporting the local people we employ, the South Australian packaging suppliers we work with, and the entire ecosystem of small businesses that collaborate with us.

There's also something special about the connection between South Australian land and the products it produces. Our unique climate, soils, and growing conditions create distinctive flavours that simply can't be replicated elsewhere. When people buy SA for SA, they're experiencing authentic tastes that tell the story of our state.

Beyond economics, buying local helps preserve agricultural heritage and knowledge. Our orchard's heritage varieties and traditional methods might have been lost without customers who value these connections to our past. By supporting South Australian producers, consumers help ensure these traditions continue for future generations."

How have you stayed connected to your local community and region?
"Our connection to the Riverland community runs deep through every aspect of our business. We employ local people during our harvest and right through the year at Singing Magpie Produce.

We've developed wonderful collaborations with other Riverland producers and foodie retail outlets and dining venues, creating products that showcase the diversity of our region's offerings. These partnerships strengthen the entire Riverland food community and help tell our collective story more powerfully than any of us could alone.

We're also committed to sustainable practices that protect our region's precious resources. Our pesticide-free growing methods and zero-waste approach to production reflect our responsibility as caretakers of this land for future generations."

Do you have any upcoming product launches or events?
“Looking ahead to the holiday season, we'll be bringing back our popular Christmas Cake featuring the State Brand, which was a tremendous success last year. We're also developing new gift box options that showcase the diversity of South Australian producers, creating perfect corporate and personal gift solutions that celebrate our state's extraordinary food culture."

Singing Magpie Produce is more than a family farm—it’s a living expression of South Australia’s agricultural heritage, regional pride, and commitment to quality. Through the use of the State Brand, sustainable practices, and deep community connections, the business showcases the Riverland’s unique character and highlights the importance of buying local and supporting South Australian producers.

Find out more about Singing Magpie Produce here.