In 1998, R&R Smith gained organic certification for the orchard and are now the largest organic apple producer in Australia.
They established the multi award winning Willie Smith’s organic cider which produces a range of dry and sweet ciders, both alcoholic and non-alcoholic.
The family converted the iconic Apple Shed on the Huon Highway into a family restaurant, instituted the wonderful mid-winter festival, and were the first family orchard to introduce truly biodegradable packaging for their apples.
Andrew comments “Being in the Australian apple industry is a tough gig.” The fastest growing fresh produce category in Australian supermarkets is berries, selling 25 per cent more in volume than the next most popular fruit, bananas, and then avocados. Apples are lower down the list of pantry food staples, but they’re a healthy snack that stores better than other fruits.
R&R Smith see themselves being in the health snack food business. And this part of the market is growing faster than even the fast food category — it is a good place to be.
For R&R Smith, their key customers are millennials, 35 to 45 years old, men and women. This group identifies with businesses offering sustainable products and social responsibility. They choose to eat fresh healthy food.
Andrew has spent time understanding the customers who support his brand. R&R Smith aim to be a leader in their space by offering certified organic products, going plastic free, and using recyclable and compostable packaging.
Six years ago, the company developed a raw paper, cardboard punnet and successfully took one million plastic punnets out of circulation. Then they accessed a biodegradable film developed overseas and used it in their operations. To satisfy local supermarket requirements, they had to prove it was biodegradable, so R&R Smith tested it with worms in Belgium.
Andrew says, “That certification was critical, but it’s only part of the journey. Four years ago, we launched our fully home compostable punnet and wrap and two years ago our home compostable bags.”
The business is continuing to work towards further reducing their carbon footprint.
R&R Smith have also cleverly embraced social media and the opportunity it has provided to connect with customers and create brand awareness.
Social media is a big part of their business model. Andrew admits to being an unashamed self-promoter. R&R Smith and Willie Smith’s both have social media profiles. Their main customers, millennials, want to engage with businesses and give feedback. From the business’ perspective, this can be risky. Andrew’s approach is to always play it straight and be truthful.
Southern Bliss® is R&R Smith’s new apple variety being launched with an Australian supermarket chain. It is a club variety Kizuri that came out of a breeding program in Europe. This variety is big, juicy and crisp and stores particularly well. Because R&R Smith own the rights in Australia it will give the company greater control over the marketing and distribution.
R&R Smith are excited about this certified organic product and think it has a great taste. It is a new flavour experience for the Australian market. It’s a certified organic product in composable packaging and ticks all the boxes as part of the business philosophy.
