Hemp proof in baking
GEELONG FIRM TO HIT THE AISLES
A GEELONG company is expecting to sell more than $2m of plant-based baking products through Woolworths supermarkets in the next year after securing a key distribution deal.
Australian Primary Hemp is set to ramp up production of its new Mt Elephant range of protein pancakes, protein balls and bread mixes which will be available in Woolworths around the country from March.
The deal is major step in Australian Primary Hemp’s revised strategy of developing its own value-added brands and follows news that Mt Elephant seed and nut bars are set to be sold in 7-Eleven stores with forecast annual sales of between $1m and $1.4m.
The Mt Elephant range of food products is made using Australian-grown hemp, hailed as a “superfood” for being rich in healthy fats, protein and various minerals.
In May last year the Newtown company announced it was evolving from being primarily an ingredient supplier of hemp seeds and oils to developing its own retail brands across three key pillars: food and human nutrition; pet and animal nutrition; and, health and beauty.
It subsequently launched the Mt Elephant range of food products that aim to capture growing demand for incorporating high-quality plant-based foods into home cooking with the brand now also stocked in an about 385 health food stores and independent supermarkets.
Chief executive Neale Joseph said the company, which had a processing, manufacturing and packaging factory in Newtown, had been busy executing its brand development strategy, developing about 15 product lines.
“This substantial agreement builds on APH’s momentum in the retail space and is significant in achieving our commercialisation and distribution goals,” Mr Joseph said.
He said the Woolworths and 7-Eleven agreements, alongside several potential contracts in the pipeline, reflected Australia’s growing demand for plant-based foods products.
New jobs are expected to be created to service the Woolworths deals, which the company is forecasting to generate $2.31m in sales a year.
“We will have more people working on production lines and in picking and packing, and dispatch and logistics,” Mr Joseph said.
The company installed the country’s largest hemp dehuller in its Newtown factory in 2018, more recently investing in bottling and mixing machinery, automated packaging lines and upgrading racking and storage, and adding manufacturing systems.
Mr Joseph said that Australian Primary Hemp was proud to be a Geelong-based company and aspired to be held in the same esteem as the city’s most successful companies.