Collection: Farmer's Joe

In 2009, we started out baking oats, nuts and seeds in our kitchen at home, burning a few batches along the way, to come up with five delicious flavours of muesli and granola. We started selling our muesli at farmers’ markets. Which turns out to be a brilliant place.

Our brief was really clear. To take all that was great about muesli – basically, it’s incredible health and nutritional benefits – and add some bling. We wanted to make a muesli that would have you salsa dancing to the breakfast table wearing flowers in your hair.

Seeking out outstanding ingredients is our starting point and treating each individually so that they’re presented at their very best is our approach. We have Farmer Jo standards for each ingredient – dried fruit must be aromatic and supple, nuts have to be fresh with crunch, and we look for oats that are the perfect shape and size (oats are not all created equal) – that we apply to every batch that we make. When we can, we love working directly with Australian farmers and producers and when we do, we let you know about it.

Our question at Farmer Jo when we are creating new products and sourcing new ingredients is always “would we feed this to our family, to our kids?”. We believe it is our responsibility as a food producer to respect the farmers and the land our food has come from and to care about the end product that we pass onto our customers.