The Iconic Ekka Strawberry Sundae™

A once-a-year treat raising money for medical research

The Royal Queensland Show, commonly referred as the Ekka, has come and gone for another successful year!

The Ekka is known for the fun rides, the farm animals, the show bags but more importantly, their trade mark Ekka Strawberry Sundae™. According to Lick! Ice Cream, the supplier of the ice-cream for the famous sundae, over 180,000 strawberry sundaes were sold this year. That means that there was an average of 18,000 sold per day!

So how do they do it? What makes the Ekka Strawberry Sundae™ so good?

There are two things that make these desserts so good. First and foremost is the ‘next level’ taste. Second is the thousands of dollars they raise for the Prince Charles Hospital Foundation (PCHF).

The Ingredients

When approached by the Royal National Agricultural and Industrial Association of Queensland (RNA) in 2012, Lick! was given the challenge to make a 100% natural sundae, with no preservatives or additives.  The iconic sundae also includes fresh chopped strawberries and cream all sourced locally from Queensland producers.

The RNA wants to encourage the development of Queensland’s primary industries. That is why, when the local strawberry farmers were facing a crisis last year, the RNA gave its support to the ABC 612 Breakfast program initiative to hold a fundraiser in the Brisbane City, featuring The Ekka Strawberry Sundae™, in support of the affected farmers.

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Supporting a good cause

Besides having five layers of creamy strawberry goodness, every year the money earnt from all those scoops are donated to the PCHF. In 2019, with the help from volunteers from The Common Good, the Ekka Strawberry Sundae™ proceeds went to medical research at The Prince Charles Hospital. The funds raised will be used to support life-saving and life-changing research, including heart transplants and 3D tissue printing.

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Protecting the Brand

The Ekka Strawberry Sundae^TM has become more popular with sales increasing each year.  Since the strawberry sundae was recognised as part of EKKA tradition, it was a no-brainer to get it trade marked when refreshing the recipe in 2012. 

Ekka Strawberry Sundae trade mark filed by The Royal National Agricultural and Industrial Association of Queensland.

Having protection in place not only stopped potential “copycatters” from duplicating the licensed recipe, but also allowed the RNA to maintain control of where the proceeds from the Ekka Strawberry Sundae™ go.

Recognising the value of brand protection was a key factor in ensuring the RNA could continue to offer a unique product and raise money for a valuable cause. The only downside is that eager fans will have to hold out until August 2020 to enjoy their next iconic Ekka Strawberry Sundae™.