Tell us about Whole Kids.
Whole Kids is a family-run organic snack food business that aims to help children live happier and healthier lives. We provide wholesome and nutritious snacks for little ones to give busy parents the peace of mind that what they’re giving their children is both healthy, delicious and is contributing to a better world!
Whole Kids only use organic and ethically sourced ingredients to create children snacks that are additive-free, allergen-friendly, GMO-free and without the use of artificial colours, flavours or preservatives.
We are a purpose-driven business, allocating a portion of our profits to environmental and children’s health projects. We were the first food company in Australia to become a B Corporation, as well as one of its founding members.
What inspired you to start Whole Kids?
In early 2000 I lead a team of Australians to Indonesia as part of the Department of Foreign Affairs program to deliver an aid program to children. My experience there inspired me to make a positive difference to the lives of children.
When I came back to Australia, I was buying snacks for my nieces and nephews and noticed that finding healthy snacks for young children was really complex and big food brands were providing misleading information and claims as to what was healthy. Seeing an opportunity to provide parents with snacks made from real food that was transparent and honest, I began experimenting with ingredients in my pantry to bring this idea to life.
Creating a purpose-driven business to help with children’s health projects, both locally and internationally, has always been important to me and the business. From those early days of vowing to make a positive change to children’s health, to now seeing the impact we are having many years later to the lives of so many children in need has been incredible.
Tell us about your career and background.
Prior to establishing Whole Kids, I lived a corporate life working both locally and in Indonesia in Marketing and Operational roles where I learned first-hand what it took to develop products and launch them to market.
During my corporate career, I completed an MBA in International Management as well as a Master of Commercial Law. As an accredited fitness instructor, health was also always a real passion of mine!
Describe a typical work day for you.
A usual workday starts with me training in the morning. I think it’s incredibly important to be active and create some space before a big day commences. I then get the kids out of bed, dressed, pack their lunches and drop them off to school. I come into the office around 9am and usually have a quick meeting with the team to chat through what’s happening on that day. We love to be as collaborative and dynamic as possible, so a lot of my day is filled with meetings and brainstorms to ensure we’re across any priorities and are all focused on achieving everything we need to do.
My main area of focus is product
development, which includes everything from coming up with new and delicious
snacks, to meeting with new retailers and evaluating potential new business
channels and ventures. Some days I’ll be fortunate enough to speak at events,
usually talking to female entrepreneurs and sharing my story to (hopefully)
help theirs!
At the end of the day I’m back to mum duties. I leave the office to pick up the kids and head home for dinner and evening routine.
What advice do you have for those wanting to start a business?
A great piece of advice; You can never do enough research and preparation. Keep your eyes wide open and take in as much information as you can about your current marketplace and what customers are looking for. The more you know, the more equipped you are to start your business off on the right foot.
My biggest piece of advice; Jump in whole heartedly. Follow your passions and take the leap – if you don’t, you’ll always wonder.
What’s next for you, and Whole Kids?
So much, we hope! After launching into Woolworths, our next focus will be looking at the export market – we still have a long way to go and want to be considered a leader in kids health globally.
As we’re growing, we’re excited to begin looking into how Whole Kids can enter other categories and expand our range. Watch this space!
