A Mullaley-based linseed business is set to conquer Asian markets after recent trade negotiations with a Malaysian supermarket.
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Lively Linseed Products, a family enterprise run by owner-operators Jacqui and Chris Donoghue, has grown exponentially since its launch in 2007.
The linseed products are now exported around the world including Hong Kong, China, Taiwan
Currently exporting to Hong Kong, China, Taiwan and Singapore, the business aims to break into the Brunei, Dubai, Indian and Malaysian markets.
Jacqui negotiates all trade deals on behalf of the business “to cut out the middle men from the farm gate to the consumer”.
“Basically what I do is, I search certain stores that would suit our product and then I ring them,” she said.
“We recently exhibited at Gulfood, which is the biggest food expo in the world, which was in Dubai – quite a few leads have come from that exhibition.
“That will hopefully also give us a supermarket chain through the United Arab Emirates (UAE) and India.
“I've been chasing a store in Malaysia and we are currently in negotiations with them,” she said.
“Malaysia is a developing country and they have a section of their population that is reasonably wealthy and that is who we are targeting, they value quality in their food.
“Basically we have made a presentation, they have interest, they are reviewing the product catalogue and discussing with their buying team on whether it would suit their store and customers.”
Jacqui said they are waiting on the outcome of the Trans Pacific Partnership (TPP) to reduce tariffs
“It fell to bits when Donald Trump came into office. America was part of that partnership and I think Malaysia was a signatory to that partnership. That has the potential to reduce tariffs and allow more imported goods into the country at a cheaper price,” she said.
Jacqui said managing the company’s trade deals allows her to receive more feedback on the products and to keep a closer eye on the supply chain.
”I can not only track all orders directly but I think connecting with people on a personal level is a winner,” she said.
“I'd like to encourage other rural producers to do what I'm doing. A lot of rural women are under utilised – their resources. The drawback in the food industry is the price of machinery, your capital outlay for a product that may not take off – it’s a risk you have to take.”
It’s a risk that has paid off for Jacqui’s family, as they watch their business grow.
“We are in an expansionary phase at the moment – investing in more machinery to fast track our orders,” Jacqui said.
Gunnedah and District Chamber of Commerce president Mike Broekman said Jacqui has shown great initiative in value adding their business.
“In the way she has approached her farm enterprise as a family and the way that she has looked at the potential for export markets within her products, with very little encouragement – it shows a lot of ingenuity to make sure they future proof their farming business and value add to their products,” Mr Broekman said.
“The chamber fully supports any initiative in seeking any value adding to their product and would offer any assistance that we possibly can.”
Mr Broekman agreed with Jacqui’s thoughts on rural woman being under utilised in farm businesses.
“There's plenty of rural women out there that underestimate their ability and because of that they under utilise their farm potential,” Mr Broekman said.
“There is a lot of work that the service sector could do for the rural community in supporting rural women in reaching their full potential.
“By strengthening those value adding opportunities or encouraging women to look for opportunities, or to improve income of the farm will be a benefit to us all.”