A prominent Australian food critic has been left cold by a photo of fish and chips used in a campaign to promote fresh produce from an Australian state.
John Lethlean, who has written restaurant and food reviews for major Australian newspapers and magazines for more than two decades, criticized the campaign in an Instagram post on Tuesday.
Lethlean spotted the advert created for ‘Plating Up WA’, an initiative led by the Western Australian Government and Buy West Eat Best designed to celebrate local produce.
The ad, which appeared to be printed like a large pamphlet, showed a small portion of fish and chips along with two slices of lemon in a newspaper wrapper inside a cardboard box.
Renowned food critic John Lethlean (pictured) criticized an advert for the ‘Plating Up WA’ campaign, which used staple fish and chips (pictured) to promote the local food industry in Western Australia.
The popular dish was photographed next to a salt and pepper shaker and a plate showing a drawing of a fishing boat in the water.
‘Do you think Plating Up WA could have come up with something a little more imaginative to represent the state’s produce than fish and chips?’ Mr Lethlean asked in his post.
His observation received dozens of likes from social media users, while others commented with disappointment at the lackluster attempt to promote the state’s renowned fresh produce.
“They’re not (fish and chips) even on the plate,” one person said.
‘It’s very sad that this is all they can produce. How many tourists would come here to buy cardboard fish and chips? another person wrote.
‘We could do much better! “There’s so much production in WA,” added a third.
Others said they didn’t care about the simple attempt to represent the foods locals enjoy.
“It looks delicious though,” one person 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 WA is known for.
Lethlean is known for his “neither fear nor favor” approach to reviews.
Last year he wrote a controversial review of Perth restaurant Shui for popular food magazine Delicious, which soon became better known for its commentary on a waitress.
“And the maitre d’meet and greeter wears a suit that threatens to expose more than just his inexperience when he bends over to set a table,” he wrote.
The comment sparked a hostile reaction on social media before it was removed from Delicious’ website.
Daily Mail Australia has contacted Lethlean for comment.
Several social media users agreed with criticisms made by Lethlean of the campaign (pictured) and said the ad could have featured a more diverse range of foods.
WA is home to some of Australia’s best fresh food products, including seafood, fruit and vegetables.
Farmers typically reap their best crops during the winter months, making June, July and August an important time of year for many primary producers.
Starting next month, more than 40 cafes, restaurants and bars in WA will offer food and drinks made with at least one ingredient produced exclusively in regions of Western Australia.
The campaign first introduced in 2017 aims to celebrate homegrown food and drink in an effort to promote the local food industry.
Daily Mail has contacted Buy West Eat Best for comment.