The Organic Journey

WITH ROGER

Roger Pitt has been navigating the organic industry for over 30 years, handselecting produce from every corner of the globe. Recognising his pioneering role, Australian Organic, inducted Roger into their Organic Hall of Fame in 2016. Lindsay Spencer sat down with Roger, Kadac’s Business & Product Development Guru to discuss all things organic evolution.

Can you tell us how you got involved in health foods and organics?

Well, my health and wellness journey began at home when I was about 18 years old. At the time, my Mother was unwell and instead of traditional medicinal methods, she actively sought out changes in her diet and lifestyle.

I recall my Mother reading Nutritionist, Gayelord Hauser’s “Look Younger, Live Longer”. In his late youth, Hauser suffered Tuberculosis, long before the invention of antibiotics and when surgery didn’t help, he looked to a Naturopath and to help improve his condition. After treatment with a strict diet of fruit juices, vegetable broths and salads, he was cured.

Hauser then became a pioneer in the ’natural way of eating’, encouraging foods fortified with vitamin B, whole foods and the five “wonder foods” (blackstrap molasses, brewer’s yeast, skimmed milk, yoghurt and wheat germ).

My Mother took to this and life changed forever. I saw first-hand how exercise and ‘the right foods’ can positively affect our health. This was only the beginning of the adventure that would lead me into the organic food industry.

How did you get involved with Kadac?

I remember visiting a tofu producer in the late 80’s and through this avenue, discovered Kadac. Kadac appeared to be the perfect mix of product and business fit for me and my ‘eat for health’ passion. I joined the team in 1990 as part-owner, heavily involved in sourcing and innovation. Within the first year, I travelled to Expo West USA where, to my delight, the world seemed to be embracing the organic trend…finally. At that show, I discovered my ‘inner entrepreneur’, soaking up the information, networking with peers and creating a global platform of contacts to kick-start the organic love in Australia. This world view was so exciting and eyeopening. Back in Australia, it was still early days and organic produce was near on impossible to procure. Organic dried pears were the first item packed off at Kadac in late 1992, after we received NASAA organic certification for our packing rooms.

Since then, my enthusiasm has been unstoppable. A colleague once stated to me, very frankly, ”Roger, there’s no money in organic foods” to which I replied “I know, but one day there will be”. For me, it wasn’t about the money, but the accountability, spending decades building direct relationships with farmers and brand owners. Having commercial partners as pioneers in linking the grower to the consumer has been an ongoing trend. Now, more than ever, customers want to know where their produce comes from.

You’ve seen first-hand the industry grow and develop. What are your major highlights and challenges?

The thrill of the chase has always been my highlight and drive. To meet the farmers and growers and see the specific production processes in place to uphold the quality of their harvest, is amazing. To then discover their story and share this with the Australian market is a privilege to say the least.

With every opportunity comes challenges as nothing worth doing is easy. One such challenge for Kadac once an innovative new-to-market product was sourced, was transporting it back to Melbourne. Maintaining the products’ integrity was often a logistical hurdle, especially in the days of smaller pallet quantities. Once upon a time, both Quinoa and Savoury Yeast Flakes were sourced in tiny quantities. We’d buy a 55lb box of yeast flakes every few months. My how that has changed. With the full container loads we bring in today, the shipping containers are sealed at one destination, but when shipments are consolidated, you can still run into competing challenges. Another challenge turned to opportunity was with Australian organic oats. We worked with our supplier to implement a new process for the organic industry, converting traditionally unstabilised organic oats, into stabilised to create a smoother and deliciously creamy texture for porridge. Hence the term “Creamy oats”, a phrase I coined way back and now adopted across the organic and conventional category.

An industry full of challenges, where there is grain and cereals, there can be bugs! My goal was to eliminate infestation and I pioneered the use of the oxygen absorbers in organic produce, now used across the industry. My objective was clear - to offer the best quality produce in the freshest possible way. These oxygen absorbers were a game changer and meant we didn’t have to put raw wheat germ, LSA meal and organic dried fruit into the fridge for optimal storage.

But without a doubt, my major highlight would be to bring tens of millions of organic meals to the Australia consumer. Something of which I’m proud.

You’ve travelled the globe to find the best organic produce on offer, what was your favourite find and why?

The first time Kadac imported organic quinoa, we bought ex Bolivia from a third party in Europe.

Then Quinoa took off! The next import was quoted at a whopping 300% surcharge due to the new global demand and I wasn’t standing for it. Instead, I boarded a plane to Bolivia and went to source directly.

Can you believe that by accident, I stumbled across the original growers co-operative that produced our first batch via Europe? Yes, they had a bag of Nature First Quinoa sitting proudly in their facility. I was gob smacked. To meet the farmers, know the farmers and directly support the farmers is an integral part of the organic cycle. A part I’m humbled to be a part of.

Why do you see it as important for brands to be ‘certified’ as organic?

It’s another layer of quality offered and I think it’s super important. It holds brands accountable to document their products, knowing that there can be many reasons why consumers need to REALLY know what’s in their products. They may have personal allergies and sensitivities to ingredients or preservatives, or an environmental stance that needs supporting for example; biodegradability, pesticide-free or minimal/recyclable packaging where possible.

Organic often means free of harsh chemicals and pesticides, which helps maintain the integrity of the soil and its’ vital mix of essentials nutrients. Where a small amount of organic produce does require the use of low-level chemicals, these must be stringently approved for use in each case.

Interestingly, to export organic food, you have to be certified organic by a Government approved organic certifier, like ACO or NASAA. However, no legislation is in place for the Australian market, with the industry currently working for change. This change will be better for us and better for the generations to come. At Kadac, we are proud to carry the ACO Bud logo on all our organic produce. This is the most prominent organic certification body in Australia, and is instantly recognised by the consumer.

In the case of Kadac’s flagship brand, Lotus, we have a brand tagline of ‘Simply what it says it is’, communicating our commitment to full disclosure, enabling our consumers to feel empowered at point of purchase.

What advice would you give about product quality?

The only way you can be sure of the quality of your produce, is to see it first-hand. This means, visiting the factory and asking the right questions of processes in supply. Maintaining relationships with suppliers in this ever-changing market is key to understanding the chain of farm to store. Our due diligence + quality hand-selected produce = quality for you and your customers.

What would you like to see more of in organics?

I would love to see the Australian Government implement an approved standard for organic food and labelling. Not only to support the brands doing the right thing, but also to prevent ‘organicwashing‘, by not-so-authentic companies. Only then will the consumer really appreciate and understand the importance of organic.

What are the current challenges of the industry?

A major challenge facing the organic and health food industry is offering the consumer packaging that meets their needs. These needs include combining their want for optimal quality and freshness of produce, and their demographics’ preference for environmental considerations.

Blending traceability and eco-friendly or compostable packaging, with product efficacy and usability is the key to change. Along with ease of home or kerbside recyclability. We don’t want to make the recycling journey too complicated for the consumer.

This is a real challenge across the industry and one where we hope to be an active participant in the solution.

Final thoughts?

I believe passion and persistence can take you so far! Maintain your integrity in all aspects of your business, learn from your failures and celebrate your successes.

From Bolivian organic quinoa farmers to cacao growers in Ecuador, today, Roger continues to bring his passion for all things organic to Kadac, actively connecting people throughout the supply chain. Roger also keeps a keen eye on global trends and developing opportunities for Kadac in Australia and beyond. Today, over 45% of Kadac’s range is certified organic, along with premium quality conventional produce, sourced from around the world.

TOP 10 ORGANIC MUST HAVES

GLOBAL ORGANICS ORGANIC BLACK BEANS 400G

Global Organics Black Beans are a full flavoured, versatile and nutritional powerhouse. A staple in South American and Tex-Mex cooking alike, most simply they can be drained, seasoned and served in a burrito with rice. Certified organic, non-GMO, a good source of fibre and protein. Sourced from Italy, in a 400g BPA free, ring pull can.

LOTUS ORGANIC ARROWROOT POWDER 250G

Lotus Organic Arrowroot Powder is high starch and a great gluten-free alternative to wheat or corn flour. Produced in India and packed in Australia, it comes in a 250g re-sealable oxygen barrier bag to preserve freshness. Use in cakes, bread, puddings, pies and gravies.

MAYVERS ORGANIC HULLED TAHINI 385G

Mayver’s natural Hulled Tahini is made from just pure natural sesame seeds that have been water hulled and lightly toasted. Deliciously nutty, Mayver’s Hulled Tahini is naturally cholesterol, gluten and dairy free making it a versatile ingredient for any occasion, or as a healthy alternative to butter or margarine.

AMBROSIA ORGANIC RAW HONEY 500G

Ambrosia Organic Raw Honey is a pure, unheated and unstrained honey, made from 100% Australian certified organic honey. Add to smoothies, porridge, tea, baking or use as a refined sugar substitute. Certified organic, gluten free, non GMO, dairy free, nut free, soy free and suitable for vegetarians.

LAKEWOOD ORGANIC PURE CRANBERRY JUICE 946ML

Lakewood Cranberry Juice is loaded with the intense flavour and essential nutrients of organic cranberries. Every bottle contains 1.3kg of organic cranberries. Best enjoyed diluted in sparkling water, hot water with honey or apple juice. Free from preservatives or artificial ingredients of any kind.

KIALLA ORGANIC ROLLED OATS 1KG

Whole oat grains are steam stabilised then rolled to produce creamy oats that retain a lovely chewy texture when cooked. Sourced from Finland, the higher latitude of Northern Europe means that the oats develop a dense nutrient profile and creamy flavour during the long 18 hours of sunlight in summer.

NATURTINT 2-IN-1 SHAMPOO CONDITIONER BAR 75G

Naturtint’s 2-in-1 Shampoo & Conditioner Bar – Nourishing is an environmentally friendly alternative, saving at least 3 plastic bottles for every bar. Containing 99% natural origin ingredients that nourish, condition and revitalise. Gently cleansing the hair and hydrating the scalp, free from SLS, parabens and silicones.

GOURMET ORGANIC TURMERIC 40G

Turmeric has an earthy, fragrant flavour and is commonly used across India and Asia in curries, laksa, stews, lentil and vegetable dishes. Turmeric is also reported to have fantastic antioxidant properties that may have wide ranging health benefits. No fertilisers or pesticides are used in the production, and is non-GMO.

PUREHARVEST UNSWEETENED ORGANIC ALMOND MILK 1L

PureHarvest Unsweetened Organic Almond Milk is a full flavoured non-dairy milk made from organic activated almonds with no added sweetener. The almonds are soaked in the traditional manner to begin germination process which helps to bring the nut to life. The 100% natural recipe provides you with another delicious non-dairy milk to enjoy.

BUBS ORGANIC BLUEBERRY BANANA QUINOA POUCH 120G

Bubs Organic supergrain quinoa, blueberry and banana is suitable for bubs 6+ Months. Yummy blueberries and banana are enriched with protein-packed super grain quinoa. Bubs can’t get enough of this magical mix bursting with vitamins and antioxidants that give your baby the energy they need to play, grow, learn and explore.