When Brookfarm CEO Will Brook thinks about creating great food, chasing fads and fleeting trends is well down the list. Instead, he’s looking to make products so good they deliver what he and his team call that ‘Brookfarm Brilliance’.
“It has to be exceptional,” says Will. “Every time we develop a product, we ask ourselves, ‘Is this good, or is this amazing?’ If it’s not amazing, we keep going.”
Why Brookfarm’s take on low sugar is different
Low sugar cereals often fall into two camps: bland, oat-heavy mixes that lack excitement, or artificially sweetened options that leave a lingering aftertaste. Brookfarm wanted to create something better.
“We saw an opportunity to make a low sugar granola that didn’t taste like a compromise,” says Head of Product Development Jess Brook. “The macadamias and the richness of the macadamia oil in the blend really stand out. It’s incredibly flavourful without needing that sugar hit.”
Eighteen all-natural ingredients including Australian macadamias, freeze-dried Tasmanian raspberries, almonds, coconut, cinnamon, seeds and a mix of whole grains are baked in macadamia oil, resulting in a rich, complex and layered texture that’s as satisfying as it is crunchy.
It also offers plenty of visual appeal. “It’s a really beautiful looking, very pretty blend,” says Jess. “We consider all of those things in our product development process – what does it look like as soon as you open the pack? What does it smell like? It’s about that full sensory experience.”
Macadamias: the ingredient consumers are asking for
When Brookfarm set out to create a low sugar granola that still delivered on indulgence, they knew macadamias would play a defining role. It was a decision grounded in market research.
“In our consumer surveys, we tested a host of different flavour pairings,” says Monique Smith, Head of Marketing. “Macadamias won out by a huge margin. More than 50% of respondents preferred raspberries with macadamias over other options. All the other ingredient combinations we put forward scored less than 10%.”
Brookfarm’s formulation features a generous serve of whole macadamia nuts. “It’s the best nut,” says Jess. “It’s so rich and it’s got such a distinct flavour on its own. You can taste them immediately in every spoonful.”
Macadamia oil is also a feature of the blend. Will says it’s overlooked by many manufacturers in favour of cheaper oils, but he believes it’s a premium choice that adds more than just flavour. “You get that nice mouthfeel from macadamia oil,” he says. “It gives a beautiful richness.”
With its high smoke point, Jess says macadamia oil was instrumental in optimising the product’s overall flavour profile. “It allows us to bake it at quite a high temperature to achieve that beautiful rich toasted flavour without burning. You don’t need excess sugar when you’re working with such great ingredients.”
Created for consumers who care
Brookfarm products appeal to consumers who take the time to think about what they’re eating, especially when it comes to the first meal of the day.
“For the last few years, we’ve been surveying consumers to understand what people want from their breakfast,” says Monique. “When asked what’s most essential to them when choosing a breakfast cereal, the stand-out responses have consistently been ‘low in sugar’ and ‘source of fibre’. So that insight drove the key claims for this product, and we’ve effectively nailed the two things people are looking for in their breakfast.”
Will agrees the people Brookfarm connects with are thoughtful consumers.
“They care about quality. They’ll read the ingredient listing on the back of the pack. They’re the people who listen to podcasts and talk to friends about what they’re making or eating,” he says. “They’re the type of people we love to create for because they prioritise what they’re putting in their body, especially for breakfast.”
A commitment to Australian ingredients and sustainable farming
For Brookfarm, supporting Australian agriculture is part of the brand’s DNA.
The business was started by Will’s parents Martin and Pam, after they established a macadamia farm in the Byron Bay hinterland. While the Brookfarm story has become much bigger than the family’s original orchard, the team’s commitment to locally sourced, premium ingredients remains as strong as ever.
“My family and I started out as farmers,” says Will. “We’re passionate about Australian farming and ensuring its longevity. If we don’t support local growers, we risk losing this incredible food bowl we have, and that’s not something we’re willing to compromise on.”
Most of the macadamias used in Brookfarm’s products are sourced from the Northern Rivers growing region, close to the company’s production facility. They’re also working to strengthen traceability systems, to make the short journey from tree to pack even more transparent.
Local sourcing is as much a selling point in overseas markets as it is domestically.
“There’s a trust in Australian-grown produce,” says Will. “When we talk to international supermarket buyers, they see Australian macadamias as a mark of quality and food safety. Our standards are high, our sustainability practices are strong, and the quality is consistently excellent. Ingredients that are farmed in Australia are seen as trustworthy and better tasting.”
Fit for Asia: crunch, complexity and a premium feel
Brookfarm is hoping to expand the distribution of its Low Sugar Granola to key Asian markets later this year. In Japan, China and South Korea in particular, Will expects the product’s mix of flavour and function to resonate strongly.
“I think this one hits all the marks for the Asian consumer,” says Will. “That crunchy texture is really in demand, as are our health credentials and premium positioning. There are low sugar granolas in some of those markets, but they tend to be quite plain. Ours will offer a richer, more complex eating experience, especially with the macadamias. It’s completely unique.”
Beyond breakfast
While granola is traditionally thought of as a breakfast staple, Brookfarm’s Low Sugar Granola Macadamia Raspberry is finding a role beyond the morning meal.
“We’ve received so many positive reviews,” says Monique. “People are loving it, and what’s particularly interesting is how many of them are eating it as a snack, straight from the pack at any time of the day or night. It’s become a crunchy pick-me-up.”
Others are getting creative, using it as a topping for smoothie bowls, baking it into slices and muffins or adding it to yoghurt before freezing and cutting into frozen yoghurt bars.
Building on a legacy of really great food
Reflecting on his seven years as CEO, Will recalls working his way through sales, production, warehousing, dispatch and quality assurance divisions of Brookfarm, before taking the top job. This experience has afforded him a granular understanding of every facet of the business his parents started, and every decision – from ingredients to packaging to export strategy – is made with passion and purpose.
“When you taste a Brookfarm product, we want that moment of surprise – when someone thinks, ‘This is exactly how I’d make it at home, if I had all the best ingredients.’ That’s always the goal,” he says.
Perhaps the greatest endorsement for the brand is that even after all these years, Will still enjoys a bowl of Brookfarm toasted muesli every day.
“I’m just a really big fan of muesli and granola,” he says.
