By Oliver Lees
It’s been a transformative first 12 months for Macedon Ranges Produce co-founders Ted Tolfree and Shey Newitt, who last week received the top prize at the Macedon Ranges Business Excellence Awards.
At the awards evening held on November 26, Macedon Ranges Produce was named both the Business of the Year and the Champion of Social, Environment or Sustainability Principles.
Before November last year, the husband and wife duo were both solely invested in their own career ventures, until a random encounter with a neighbour sparked an idea.
“My neighbour was telling me he sells white peonies and usually goes to flower markets, but with restrictions, there was nowhere to go,” Mr Tolfree said.
“I said why don’t you get a liquor license and sell your peonies in a bundle with a bottle of pinot. He thought it was a great idea.
“It made me think that through the lockdowns there must be so many people producing beautiful products with nowhere to sell them.”
And with that, Macedon Ranges Produce was born.
The online venture connects consumers with the best local produce from across the shire.
Instead of only selling their wares at the cellar door, farmers market or bakery, Mr Tolfree said his online delivery service is intended to create connections between the growers and their customer base, who more and more are looking online to fill their pantries.
“We’ve lived here for six years, and we just think we live in one of the most beautiful places in the world, it’s amazing,” Mr Tolfree said.
“I feel though as a region we don’t get the same recognition as other regions, despite the fact I believe we’re sitting on an absolute gem in terms of produce.”
Mr Tolfree said he was particularly proud that the business was recognised for its sustainable model.
“When we were interviewed for the sustainability category, our nine-year-old daughter was there and I introduced her as our chief sustainability officer,” he said.
“Every time I think about making a choice [about sustainability], I ask myself what decision my daughter would make. And that usually means thinking about the long term, not just the short term.
“There’s no better economic development principle than to buy and sell locally.”
Details: www.macedonrangesproduce.com.au
