GIPPSLAND REGION
Sophia Jones.
A family approach to value-adding STEPHEN COOKE
VENTURING INTO branded products has
not only enabled the Jones family to be a price maker, but means siblings Sophia, Caroline and Michael can all work on the family dairy farm. And unlike other farms that have begun producing their own branded milk, the Joneses produce certified organic cheese, yoghurt, kefir and dairy beef under their Tarago Valley brand.
The family began producing yoghurt and selling at farmers’ markets two years ago but began producing cheeses and kefir (a cultured milk drink) about 12 months ago. “We are only a small farm so we had to do something different to value-add our products,” Sophia said. In a somewhat unexpected yet connected turn of events, the family began supplying organic milk to a yoghurt-maker who then offered to produce yoghurt for the Joneses to
sell under their own label. They began selling yoghurt and packaged dairy beef at farmers’ markets every weekend — they have recently reduced their commitment from four markets each weekend to two. It was at the farmers’ markets that they met a cheesemaker and decided to expand their range. The processors were also producing kefir — a cultured milk drink packed with probiotics that is increasing in popularity — so they added this to their range as well.
Although farmers’ markets are the main market for the Tarago Valley products, they also sell some wholesale, to some local stores and through a distributor into Melbourne and Geelong. Sophia and Caroline both sell at a market in Melbourne or Gippsland each Saturday and Sunday and Sophia says it’s good for the brand, for themselves and for farming in general. Continued page 8 >