Fertiliser manufacturer Neutrog urged to change ‘brazenly racist’ name of product WhoFlungDung

An ex-diplomat says an Adelaide Hills fertiliser brand is a “degrading” throwback to the White Australia era – the company says it’s just a play on words. What do you think?

A former Australian diplomat and specialist in Asian politics has urged an Adelaide Hills fertiliser manufacturer to change the name of one of its products because of “brazenly racist” connotations.

Dr Carl Vadivella Belle, of Millicent, said he was shocked to discover the product WhoFlungDung, a composted mulch made by Kanmantoo-based Neutrog, while shopping at Bunnings in Mount Gambier.

“(Who Flung Dung) was, and remains, an anti-Chinese insult that was common during the period of White Australia, and endured in vulgar parlance until quite recently,” he said.

“Since I initially took this matter up I have discovered that it remains in use by white supremacists, who openly refer to Covid as the ‘Who Flung Dung virus’.”

Neutrog rejected the claim its product name is racist, saying it’s a literal play on words, while Bunnings says it has provided feedback to the supplier and promotes a diverse and inclusive environment.

WhoFlungDung is sold at Bunnings stores across the state and country, including the Mile End site (pictured). Picture: Kathryn Bermingham

Dr Belle – whose area of specialty is Malaysian politics, history and religion – said the phrase was intended to be “insulting, degrading, condemnatory and wounding”, and remains so.

He said he raised the issue with Bunnings staff, who told him they were uncomfortable selling the product but the decision was made by management.

“I am appalled that in the Australia of 2021 a firm would market a product labelled with such a brazenly racism slogan,” Dr Belle said.

He added that he had also raised his complaint with the Multicultural Communities Council of South Australia.

In a statement, Neutrog defended the name of its product.

“All Neutrog products are made from biologically-activated chicken manure and are recognised for their distinctive names,” managing director Angus Irwin said.

“In the case of WhoFlungDung, its name literally refers, retrospectively, to the action by which a user (who), spread (flung) mulch (dung). The name means ‘who spread manure?’”

Mr Irwin said Neutrog started as a small business and used creative, recognisable names to distinguish itself from competitors.

“Thirty-three years on, that strategy has helped us become a trusted and recognised household name,” he said.

“Neutrog is a proud South Australian company, with an inclusive, respectful culture.”

Angus Irwin, managing director of SA fertiliser manufacturer Neutrog, says the company used creative names as a point of difference from competitors. Picture: Tricia Watkinson

Bunnings, which stocks WhoFlungDung at stores across South Australia and interstate, said Neutrog had explained the name was not intended to be racist.

“While we understand this to be a play on words, we also acknowledge that different meanings can be applied to different terms, and this has been passed on to our supplier,” category manager Belinda Rakers said.

“It is never our intention to cause offence and we aim to create a diverse and inclusive environment at Bunnings, which is reflected whenever you visit one of our stores.”

WhoFlungDung is also sold at other stores including Stratco, Home Hardware and Mitre1o.

In recent years, several popular and recognisable brands have been forced to change the names of products because of racist overtones.

Earlier this year, Coon rebranded as Cheer Cheese after its owners acknowledged the original brand – the surname of its creator – had also been used as a racial slur.

Other brands that have changed their name for the same reason include Eskimo Pie ice cream, and Chicos and Red Skins lollies.