Drawing inspiration from our family’s fields of gold
We were drinking a nice bottle of wine when the idea came to us. My brother Peter (BAgr, BCom 2007) and I were reflecting on how good the wine industry is at reserving the highest-quality grapes for making the best wines and at telling the story behind the labels. In the wine industry, provenance matters.
Other farmed produce, such as grains, are treated as simple commodities, sold by farmers in bulk quantities, pushed out the farm gate, losing provenance and any quality distinction.
Our Dad has always grown top-quality oats on our farm, winning several awards during his 55 years on the land. The more we thought about it, we wanted to embrace the example of wine by taking something from our farm to complete the journey from paddock to plate.
We couldn’t name one brand of rolled oats that was single origin, supplied directly from an Australian farm. So, the concept was born: we would sell traditional rolled oats, quick oats, groats and steel-cut oats, all from our family farm at Natte Yallock, north-central Victoria.
As the idea firmed, we chose the name ‘Dad’s Oats’ as a tribute to family farming, to our Dad and Mum – Maurice and Ruth – and to the generations who have tirelessly worked the land before us.