Emma & Tom
When it came to choosing to go into business together, Emma Welsh and Tom Griffith were pretty certain their partnership would work, having been mates for more than 30 years.
Emma and Tom's friendship started in the late '70s when the two met aged 12 at a swimming lesson at the Harold Holt Memorial Pool in Malvern, Victoria.
After successful careers in both Melbourne and London – Tom as a CFO and corporate advisor, and Emma, with a background in Agricultural Science, working in commodities and food manuracturing before running the consumer marketing division at the NAB. The two used their accumulated savings in 2004 to fulfil an all-encompassing desire to bring Australians super premium whole fruit smoothies.
Earlier that year, while skiing in North America, Tom had noticed the local cafe fridges stocked full of natural whole fruit smoothies that tasted great - true health offerings without added sugar, artificial colours, flavours, preservatives or concentrates. Tom knew that there was nothing like that in Australia, so he called Emma and together they decided to change all that.
Today, Emma & Tom's juices are the leading whole fruit smoothies with functional botanicals like spirulina, Siberian ginseng and rosehip. Reading through the list of benefits of each juice really brings testament to the fact that each Emma & Tom's whole fruit smoothie is like a little nutritionist in a bottle.
Unlike many stewed fruit juices on the Australian market, Emma & Tom's whole fruit smoothies are flash pasteurised and cold filled, so the fruit flavour and goodness is retained and the juice is as close to the original fruit as possible.
The unique ingredients and fresh taste of Emma & Tom's whole fruit smoothies have aided Emma & Tom's success in the high end route trade, achieving distribution in Australia's top 3,000 cafes, independent supermarkets and delis - no mean feat considering it's all managed through in-house sales reps!
'There's no hard sell' says Tom, 'We just introduce ourselves to the cafe owner, sell them a few bottles to try in the fridge, and the juice does the rest'.
However once a cafe is on board with Emma & Tom's, they are visited weekly to make sure they are happy and feel well looked after. Emma and Tom have based their business on key relationships by working closely with their orchardists, supporting their cafe clients and offering their customers a product that they are just so proud of.
As a result, Emma & Tom's was born and in the 12 years since its launch has grown to sell a range of fantastic tasting, all natural, minimally-processed whole fruit juices, quenchers, sparkling juices, iced teas and snack bars through more than 3,000 premium independent cafes and delis as well as to the major grocery retailers.
Emma & Tom's brand philosophy, Look After Yourself, runs throughout the business, as they are committed to helping Australians to look after themselves, by offering nutritious vitamin-rich whole fruit smoothies that taste great too!
Each year, Emma & Tom's donates more than $100,000 worth of juice to community groups, fundraising events and charities such as the National Breast Cancer Foundation, Second Bite and the Prahran and St Kilda Missions. Their square bottles, made from light, recyclable plastic, don't require the industrial amounts of gas that it takes to create glass bottles. They pack more efficiently than round bottles and therefore each pallet can be minimally wrapped in plastic. When the fruit is crushed all of the pulp goes into the bottle and the remaining orange peels, apple cores and banana skins are fed to the cows in Mudgee to complete a waste free circle of production. Being parents themselves, the two are committed to preserving the Earth for their kids by considering the environment, community and the well-being of their customers in everything they do.
Distribution is the main focus, together with offering the best-tasting, most fantastic natural whole fruit juice. They believe people are happier when they are healthier and if you eat well, you stay well. They help people Look After Themselves.
Emma and Tom are available to speak as a duo or individually.
Catch Emma and Tom in a discussion of the pulse of the economy and a look at how small business is travelling on Switzer TV.
Client Comments for Emma & Tom
Emma & Tom travels from Victoria Australia
- We were privileged to have Tom as a panel member at a Business and Economics Young Alumni Career Life-cycle event in September. Tom is a dynamic and engaging presenter. He tailored his material to a specialist topic for our audience and provided valuable and unique insights into entrepreneurship and leadership. He was open and accessible to attendees, addressing numerous questions from our audience during an extended Q&A session. Feedback from our audience has been very positive. They were deeply inspired and motivated by Tom's extraordinary entrepreneurial journey. We very much look forward to future engagement with Tom.
Faculty of Economics & Commerce, the University of Melbourne
"Your communication is excellent. Thank you."
Department of Education & Early Childhood Development
Subscribe to our newsletter