collaborates closely with retail buyers who bring extensive category insights. One challenge Whatley highlights is the difficulty of maintaining objectivity once the team has been tasting and tweaking a product for months. That is why unbiased first impressions—especially from children—are invaluable. Kids provide immediate, honest, and unfiltered feedback, making them some of the company’s most reliable testers. With so much innovation underway, Springhill Farm recently undertook a major rebrand to bring all subbrands back under one unified identity. The new packaging is cohesive, modern, and reflective of the company’s heritage. Fiona describes seeing it all come together as a moment of clarity—it feels like the brand has reached a new level of maturity while still honoring its beginnings. The next phase will focus on consumer education, strengthening brand storytelling, and ensuring that the new ranges perform strongly in the market.After an exceptionally busy 12 months, the team is ready to take a breath, consolidate the wins, and ensure the foundations for future growth remain strong. Forty years in, Springhill Farm is more vibrant and ambitious than ever. Anchored by family values, fueled by authentic ingredients, and guided by a commitment to healthy indulgence, the brand enters its fifth decade with momentum, purpose, and a renewed dedication to creating snacks that families across Australia—and increasingly, around the world—can trust and enjoy. The journey that began on a small farm has become a national success story, and yet, as Whatley notes,“it still feels like there is so much more ahead.” 65 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 12 SPRINGHILL FARM
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