The growth of plant based food was evident on leading supermarket shelves and also mainstream QSRs, signalling to us that it was an emerging category with growing consumer demand that was expanding at pace.

But we are a ‘poultry’ business.

To explore opportunities, like plant based food, we had to reframe ourselves as a ‘protein’ business.

Which is exactly what I did.

Responding to this unmet need of Australia’s growing appetite for plant-based products we launched: Greens & Goodness - Plant based food.

A new business venture and brand that uses a start-up mindset to employ brave, inventive and iterative strategies to scale at speed.

An innovative brand that delivers a unique positioning, genuine point of difference and flavour profiles that challenge current perceptions of meat-free alternatives for flexitarians, vegetarians and vegans – and all this from one of Australia’s oldest poultry businesses!