The COVID-19 pandemic is undoubtedly one of the biggest challenges to face Australia in modern times. Serendipitously, this crisis falls over ANZAC Day, a time when we typically gather to honour our Armed Forces and reflect on the resilience, strength and hardship endured by past generations. There will unfortunately be no gatherings of remembrance this year, though. It’s always the small things you’d typically take for granted that help get you through a crisis. For me, it’s been the humble ANZAC biscuit – and everything it stands for – creating a silver lining to the coronavirus catastrophe and reminding me that the ANZAC spirit lives on, even if it is from our homes. Incredibly, it has been during one of the biggest challenges the modern world has ever faced that I’ve seen my business thrive; putting me in a position to pay it forward.
Keeping Up With Demand
My Toowoomba-based business, Gloriously Free Oats Australia (GF Oats), has experienced a rollercoaster start to 2020 as demand for essential grocery items, including bulk oats, skyrocketed due to COVID-19 stockpiling. We import and distributes ‘uncontaminated oats’ which are naturally gluten free, including retail purchases via our online store. This month has seen orders for gluten free and vegan food products almost double on previous months as supermarkets and health food stores struggle to keep up with demand. GF Oats was also the first business to bring a gluten free traditional oat based ANZAC biscuit to market in Australia, and with remembrance events sadly cancelled across the country and many Australians now confined to their homes, we’re expecting orders to ramp up as people find other ways to pay their respects this ANZAC Day.
The ANZAC Spirit
My family were farmers during the wars and chose to stay and continue to supply food and feed the country. My father joined the Australian army reserve during his time at Gatton Ag College (now Gatton University) and my uncle was subscripted to go to Vietnam, though the war finished before he was required to serve a tour. Personally, I had very limited association with the war and the stories associated with it as a child. However, my fondest ANZAC memory is baking my grandmother’s famous ANZAC biscuit recipe.
Amongst all the fancy biscuits my mother made as a wonderful cook, this ANZAC biscuit recipe was by far my personal favourite. I went on to continue this tradition with my own children. Through experimentation to create biscuits suitable for people with gluten, wheat and dairy intolerances (like my own family), I developed a whole range of ways to still enjoy the humble ANZAC biscuit and share it with others via GF Oats Australia. In 2018 I had the idea to be the first to develop the first ANZAC biscuit using GF Oats for people with food intolerance’s. In 2019, after gaining approval from Veterans Affairs to use the name ANZAC on our packaging, we launched our biscuit just in time for ANZAC Day 2019.
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An Opportunity To Do Good
One of my 2020 goals was to find a long-term partnership that really resonated with the morals and ethics of our company. Faced with a pandemic, this became even more important – I wanted to do something that would make a positive impact in the community. ANZAC Day is not just a core part of my business – it’s central to our national identity as a way to recognize the contributions of past generations to our way of life, so we’re aiming to help ensure ANZAC Day is not forgotten this year despite everything going on in the world.
We have designed ANZAC commemorative packs that can be found in our online store including an isolation trivia card, competition and sprig of Rosemary. These can be gifted to friends and family during this time and can be ordered online for door to door delivery. A portion of every sale will be donated to Legacy, a charity providing services to Australian families suffering after the injury or death of a spouse or parent, during or after their defense force service. Legacy currently cares for 52,000 beneficiaries, including 1,845 children and disabled dependents throughout Australia.
Preparing For Battle
Many have analogised this pandemic to a World War in terms of the impact it could have across the globe. Regardless, it has already felt like a battle in the business world as companies across the board are forced to pivot or adapt the ways we operate to stay profitable. In this battle, I predict businesses that have resisted changes to date will be those that this crisis defeats. For those of us with a strong social media presence, seamless websites and engaged databases, we have fortunately been able to pivot quickly.
Here at GF Oats Australia, we have been embracing technology since the beginning. I chose to develop my own ecommerce store and directly service customers alongside a wholesale focus. At times, this seemed crazy, but now the strategy has paid dividends. So with all of this in mind, how will you be remembering the ANZACs from home this year?
Perhaps you too will join me for a humble ANZAC biscuit.
About The Author
Kylie Martin is the founder of GF Oats Australia suppliers of healthy and nutritious breakfast and snack alternatives for people with food intolerance and special dietary requirements. It is proudly celebrating its 10-year anniversary in business, enjoying being an overnight success.
