Collaboration leads to organic idea

Ideas change things. The Australian Food Co’s had an idea to create a range of 100 per cent Australian-certified organic food products that took into the consideration the state of the country’s climate-challenged soils.

While this looked good and sounded great on paper, ideas by themselves change nothing.
An idea needs effort to make it happen. So, together with Australia’s organic farmers, the company started work on its first product offering and, together launched a new brand, with eight chef-crafted soups into 900 stores across the country.

Using 100 per cent Australian organic produce was an Australian first. But this wasn’t just any soup. Nor was it just another branded product. More importantly, these soups and every range to follow needed to offer more than just another option to baffle already confused consumers, in a mature and crowded category.

From a simple idea, driven by Australian farmers’ unwavering commitment, a proposition was created, one so appealing to customers that they have bought almost half a million packs to date.

And this is just the beginning, according to Adrian Cester, CEO of Australian Food Co. The company is continuing on its journey with a growing team of Australia’s most dedicated regenerative farmers to ensure only the best organic food lands on plates, and in bowls and pantries in every household in the country.

“While we know we haven’t chosen the easy path, we are 100 per cent certain that we have chosen the right one – the one that will make a lasting difference. After all, this planet needs as many friends as it can get,” said Cester. “So far, we’ve saved 22 tonnes of healthy, organic produce from going to waste. Our farming partners have harvested almost 160 tonnes of organic produce and together we’ve filled 460,000 bowls with 100 per cent Australian Organic soup.”

Cester said the company realises the commitment it takes to bring these products to market, from seed to harvest, manufacturer to shelf, which is why it is investing in the infrastructure that the organic farming industry needs to fully utilise their organic produce.
“We know we can’t do this alone, but equally, we know that we can make a huge dent in the amount of organic food being wasted and have a much bigger impact,” said Cester. “We’re investing in the machinery required to convert ‘unsellable’ fruit and vegetables into usable products for food manufacturing.”

The company believes it can grow, process, make and sell more certified organic food.
But it can only do it by working together with farmers and similar organisations.