Case Study:
Reaching New Heights on the Top Shelf: Brookfarm’s Whole Food Success
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Reaching New Heights on the Top Shelf: Brookfarm’s Whole Food Success
Saying “No” with confidence to maintain top quality.
Brookfarm are true to their roots and care for health, the environment and the community.
Everyone knows Where they’re headed and Why they’re on the journey.
Brookfarm, a generational family business based in Byron Bay, is dedicated to providing quality healthy food products, with a particular focus on macadamia nuts.
Brookfarm has grown consistently over the years and they recognised the need to align their strategy, solidify their Purpose, and work on market positioning. This led them to embark on a transformative journey with The Where and The Why Workshop.
The Where and The Why Workshop provided a powerful platform for Brookfarm to review their company strategy, define their Vision, and establish an ambitious Moonshot goal:
By 2025, Brookfarm will be the most valued market-leading brand in its categories.
This audacious goal inspired the team to think big, make bold decisions, and pursue excellence in everything they do.
Will Brook, CEO of Brookfarm, reflects on this transformative experience, stating, “Through The Where and The Why Workshop, we reviewed the company strategy for Brookfarm – defining our Vision and an exciting Moonshot. It really solidified a strategy for us and a way of moving forward. That was clear. We set our Moonshot and we’ve been working together a team to get there.”
The famous strategic thought leader, Michael Porter, said “The essence of Strategy is choosing what not to do.” With this wisdom in mind, Brookfarm embarked on The Where and The Why Workshop to redefine their Strategy and refine their focus. One bold decision emerged: Brookfarm declared that they would never sell their products to Coles or Woolworths. By prioritising product quality and resisting the pressures of price reduction, Brookfarm positioned themselves as a premium brand, steadfast in their commitment to delivering unrivalled goodness.
The Where and The Why Workshop empowered Brookfarm to define their high-value Personas, allowing them to create deeper connections with like-minded individuals and businesses. They identified health-conscious consumers, discerning retailers, and eco-conscious distributors who appreciate the superior quality of Brookfarm’s offerings. Armed with this insight, Brookfarm established themselves on the top shelf of esteemed delis and formed partnerships with prestigious retailers such as David Jones. By nurturing relationships with their ideal audience, Brookfarm fostered a vibrant community of wholesomeness.
During “The Where and The Why” Workshop, Brookfarm also solidified their Purpose statement:
Our Passion Gives Life to a Healthier World
This Purpose acts as their guiding force, fueling their commitment to health, sustainability, and community. It validates their existing Values, exemplified in “The Brookfarm Recipe” ~ a testament to their dedication to creating wholesome products that nourish both the body and the environment. By living their Purpose, Brookfarm cultivates a vibrant culture rooted in authenticity and fosters a sense of purpose-driven collaboration.
With a clear Strategy and unwavering Purpose, Brookfarm have been forging a path of success and distinction. By focusing on what truly matters and eschewing compromises, they ensured their products maintained their unparalleled quality. This commitment positioned Brookfarm as Australia’s most valued market-leading brand in its categories in the whole foods industry. Their dedication to quality, sustainability, and innovation resonates with customers, setting them apart as pioneers of wholesomeness.
Through the workshop, the Brookfarm team gained clarity, unity, and a sense of excitement for their future. Will Brook summaries the impact of the workshop, saying, “The process provided fantastic clarity for our team. It solidified our strategy, provided us with Purpose, and helped us define our Moonshot. It’s been challenging, but also a lot of fun.”
Thanks to Business Coach, Maria Collyer, for referring Brookfarm to The Where and The Why Workshop.
