Dairy can be a lucrative industry, in Australia for 2015-16, almost 10 billion litres of milk were produced nationally.
But in recent years, dairy producers have been under financial pressure, especially farmers who can't control their supply chain.
In 2016, Australia’s largest milk processors reduced the farm gate price for milk, with the cuts sending many dairy farmers into debt, leading some to quit the industry completely.
“The majority had borrowed money, and then used credit from local businesses, which put them under strain,” says Gippsland Jersey Co-Founder Steve Ronalds.
The milk crisis combined with a passion to overcome personal adversity led friends Steve Ronalds and Sallie Jones to co-found Gippsland Jersey in 2016.
Sallie was raised on a dairy farm in Lakes Entrance, her father Michael Bowen was known as the ‘Ice Cream King of Gippsland,’ using milk from his cows to supply a successful ice cream brand.
“We value added to all the milk that we produced and turned that into ice cream, it was a very clever entrepreneurial thing to do back in the 80’s,” says Sallie.
Steve Ronalds is a fifth-generation Jindivik dairy farmer who has 450 Jersey cows.
“There are not many full Jersey herds in the country and it’s very rich and creamy, so the protein and fat tests a lot higher than your standard milk”, says Steve.
OVERCOMING ADVERSITY
Sallie and Steve launched Gippsland Jersey in 2016. Source: Supplied
In November 2015, a year before launching Gippsland Jersey, a motorbike accident left Steve nursing broken ribs, a broken collarbone, a broken shoulder blade, a punctured lung, and short-term memory loss.
He was unable to milk cows for eight months, his arm and shoulder too weak and too painful.
Then in April of the following year, tragedy struck when Sallie’s father took his own life at his Lakes Entrance dairy farm after struggling with depression.
“When my dad suffered mental health issues, and it claimed his life it was very tragic for me," recalls Sallie.
"Where do you funnel all that grief?”
“So, I said to Steve we have to start a milk brand, it’s happening.”
Sallie's father took his own life after struggling with his mental health. Source: Supplied
With Sallie’s expertise and Steve’s herd – the two friends joined forces to create an in-house milk brand.
In 2016, Gippsland Jersey launched at the Warragul Farmers Markets, to an incredible response.
“It really blew our minds, just the level of support,” says Steve.
“There were queues 50 metres long with people wanting to buy the milk”.
“Without that initial support, we wouldn’t have a brand,” Sallie adds.
Giving Farmers a Fair Price
Gippsland Jersey is based on ethical principles and aims to control the supply chain from cow to customer.
As the brand took off, Sallie joined an all-female business delegation to China, backed by the Victorian Government.
The mission develops key market links between buyers in China to trading partners and business leaders.
“The delegation was the first of its kind” Sallie explains.
“There were 13 incredible female entrepreneurs, all doing great things, really excited about the potential of entering the Chinese market,” she adds.
“Having Trade Victoria roll out the red carpet was a once in a lifetime opportunity, certainly for me”.
A portion of Gippsland Jersey’s profits is made available to support the mental and emotional wellbeing of Gippsland dairy farmers.
Knowing all too well the pressure dairy farmers face, the co-founders wanted to spark honest conversations around mental health that rural communities are often too ashamed or embarrassed to talk about.
“One of the initiatives we’ve launched is a calendar where 12 Gippsland farmers have shared their very personal and raw stories of their own mental health battles,” says Sallie.
Across Gippsland, 1400 calendars have gone out to dairy farmers listing help services and contact numbers.
The Gippsland Jersey calendar is hoping to raise awareness of mental health issues in rural areas. Source: Supplied
“Hopefully if they are struggling they can reach out and it can save lives.”
The next step for Gippsland Jersey is to build a processing plant on Sallie’s family farm, in Lakes Entrance.
The pair has turned to crowdfunding to get the facility started.
With a growing client list including Woolworths and over 200 locals shops and cafes, Gippsland Jersey shows no signs of slowing down.
It's obvious from Sallie's smile, that she is proud she's continuing her father's legacy.
“Oh my goodness, my Dad’s left this gift, essentially. And if he was here, he’d be so proud and so excited for this next chapter of our business,” says Sallie.
“When you see your own milk going into a bottle, that’s a real sense of pride!
"You say, ‘I worked really hard, and that’s my milk in that bottle, and my face on the back’.
“We have a dream to grow Gippsland Jersey so that more farmers can supply our brand, and they too can be paid a fair price for the milk they produce,” she adds.
If you or anyone you know needs help:
- Lifeline on 13 11 14
- Kids Helpline on 1800 551 800
- MensLine Australia on 1300 789 978
- Suicide Call Back Service on 1300 659 467
- Beyond Blue on 1300 22 46 36
- Headspace on 1800 650 890
