If meandering around Eveleigh markets on a Saturday isn’t high on your to-do list, let me sell you in on the idea with this tricky little addition to stall lineup… Farmer Jo Muesli.
Sally from Farmer Jo is clearly a muesli lover. In fact, she loves the stuff so much she started a business based purely around making the best, most dreamy muesli out there.
Then she sent me a bag, which coincidently collided with my 5-day juice cleanse, so I popped the little containers of goodness in the freezer and waited, patiently, to enjoy them when I was back on solids. That doesn’t mean I didn’t smell them. Daily. And enjoy their sweet aromas of orange, fig, and almond.
I’m always in awe by brave women (and guys) who follow their passion and start something they are truly connected to. Be it mala beads or muesli, everyone has their niche and following that path takes guts, courage and determination.
So, to hear how it all came about for her, I thought I’d ask the delightful Sally from Farmer Jo what her story is. This is how it played out…
1. What’s the Farmer Jo story? Where did you start and how did you get the courage to go out on your own?
On a road trip with my husband and 2 month old baby, I realise I am a new mother who is still work obsessed. During this drive I bombard my husband with home based business ideas, until he finally interrupts and suggests the idea of homemade muesli……. Perfect!
From there, we started baking in the kitchen of Remy and Lee’s cafe, Surry Hills on Mondays when they were closed, and now, we have our own cafe (Farmer Jo Kitchen & Larder, 45 Hutchison Street, Surry Hills) as well as supply to other businesses and have a stand at Eveleigh markets.
My courage for business came from a dream to have both family and career/business, not to mention my entrepreneurial husband!
2. What’s Farmer Jo all about? Why is it different to other muesli brands?
Farmer Jo is all about our little statement “WANT ME EAT ME LOVE ME”, we want to appeal to the senses: looks, smell, taste
Our muesli looks beautiful (the muesli itself and the containers that it is sold in), and it smells and tastes delicious (freshly roasted muesli, spices and scents, chunky nuts, and big pieces of fruit). We want to create the most delicious mueslis and celebrate all things breakfast – bringing more fun, taste, style to the breakfast table.
3. What is your favourite flavour?
My favourite flavour changes with the seasons, but I do love our natural muesli in summertime because we make it as a bircher muesli (soaked overnight in cloudy apple juice and served with natural yoghurt, a drizzle of honey and burnt figs…yum!) All this rain has got me thinking about winter! And porridge!…thinking maple roasted pecans and bananas served with warm soy milk
4. What advice do you have for other passionate muesli lovers out there wanting to follow their dreams?
Surround yourself with great people, and never lose your enthusiasm (that will keep you going through the tough times, because there are some along the way).
5. Your mueslis are toasted, why did you opt for toasted varieties over raw? Aside from tasty deliciousness, of course.
I LOVE toasted muesli which explains why we have only 1 natural muesli at the moment. We are currently working on new recipes though so lots more flavours to come (toasted and natural and gluten free).
So Happies, I guess all it takes is a good idea and lots of enthusiasm. Here’s to many more happy, healthy endings.
In the meantime, tell me…
Do you eat muesli?
Do you like the sound of these mueslis?
Have you got a burning business idea you want to get off the ground? If so, GO FOR IT!