A juicy idea

How Emma and Tom’s small venture has grown into a big business focused on healthy products.

Emma Welsh and Tom Griffith, friends and co-founders of Emma and Tom’s, identified a gap in the Australian market for whole fruit smoothies and in 2004 opened their business. Looking back over the last nine years, they share how they got their start, what inspires their products and how the business has evolved over the journey.

Why juice?

Tom: When I was overseas I was really impressed by the whole fruit juices available but there wasn’t anything like it back in Australia.  I rang Emma straight away and we set out to introduce whole fruit smoothies over here. By using whole fruit that is flash pasteurised, Emma & Tom’s Life Juice retains the fibre, nutrients and flavour of the ingredients. The juice is then cold filled, so it’s kept fresh.

Has Emma and Tom’s grown to become the business you envisaged when you started, or has it evolved over the journey?

Emma: I think Emma & Tom’s has grown far beyond what we envisaged.  We now produce a huge range of products from Life Juices to Life Bars, which are all designed for our customers’ wellbeing.  We’re really proud of what we have achieved with a fresh product in a very competitive space, without compromising on quality.

How did the square bottles come about?

Tom: Square bottles are not commonly used in Australia and when we saw it in the US, we thought it was a great idea and developed a similar bottle over here. It was really an environmental decision; simply the square bottles store and pack better, using minimal wrapping. They’re also light, recyclable plastic and we’re very happy that we took the time to source them, it’s turned out to be a practical solution that looks good too.

Tell us a bit about life pre Emma and Tom’s?

Tom: I come from a background in finance and CFO roles but I was always looking for an innovative concept to get behind.

Emma: I’ve worked in a few different areas to develop my business skills because I’ve also wanted to start my own business. I first studied agricultural science and then an MBA in France. I worked in commodities and food and then I moved into consumer marketing. With a background agricultural science, I’ve spent a lot of my career researching and sourcing the best ingredients, which has worked well for Emma & Tom’s.

Did you always have an interest in nutrition or did that come about through developing your business?

Emma: We’ve always been health conscious but when we started researching our products we learnt so much more. We experimented with ingredients such as spirulina and other super foods and realised the full potential of food. We’ve focused on creating delicious products to help our customers look after themselves without the fuss.

Where does your product inspiration come from?

Emma: Our inspiration comes from the fantastic ingredients and innovations we come across in our research but in the end our products are consumer driven. If our customers don’t like them, they won’t buy them.  Our goal is to create products that promote health and wellbeing but also taste great.

What have you learnt about health during your juice journey?

Tom: Keep it simple, don’t over complicate your diet or your fitness routine, just enjoy it and look after yourself.

Emma: Listen to your body. From our customers’ feedback I’ve learnt that everyone is different with different needs. Some drink our juice for a vitamin boost, some drink our Quenchers with Benefits to avoid soft drinks and some eat our Life Bars as part of a Paleo diet; everyone is different.  Listen to your body, look after yourself and you’ll feel better for it.

For more information visit emmaandtom.com

Recommended reading - Kids’ nutrition

Community

Cooking with kids

Children's cookbook author Emily Rose Brott talks getting kids involved in making healthy food.

Read more
Recipes

Crumbed chicken and salsa in pita recipe

Emily Rose Brott shares a great chicken recipe for kids.

Read more
Recipes

Warm Middle Eastern herb salad recipe

The perfect beach or BBQ salad with flavours that get better over time.

Read more
Lifestyle

Cooking games for kids

Bored kids? Get them in the kitchen! These cooking activities will keep them occupied for hours.

Read more
Lifestyle

Healthy school lunchbox ideas

Healthy kids are happy kids with this innovative school lunch ideas.

Read more
Recipes

Minestrone soup recipe

This minestrone by Dani of Fitness, Food and Style is packed full of antioxidants.

Read more
Recipes

Goji and coconut bliss balls recipe

Bliss out on the super-goodness of these delectable treats

Read more
Recipes

Creamy orange C smoothie recipe

Recharge with this powerful, citrusy smoothie, alive with antioxidant goodness

Read more
Recipes

Mexican baked eggy tortilla cups recipe

For a Mexican recipe that's a little different, try baked eggy tortilla cups

Read more
Recipes

Lentil soup recipe

Lentil-based dishes like this red lentil soup are not only delicious but are packed with goodness.

Read more
Recipes

Roasted apricot yellow couscous with grilled fish recipe

Bill Granger believes in a relaxed approach to good food. Here, he shares a family favourite.

Read more
Recipes

Avocado smash recipe

Avocados are an Australian breakfast staple. Try an Italian twist on your avocado smash.

Read more
Recipes

Asparagus, leek and pea tart recipe

Asparagus, Leek and Pea Tart is a delicious and easy dish for lunch or dinner.

Read more
Recipes

Sticky date pancake recipe

Wind up your weekend workouts and treat yourself with these delicious sticky date pancakes.

Read more
Recipes

Pettole (Italian fruit donuts) recipe

A delicious treat by Junior Masterchef stars Sofia and Isabella Bliss

Read more
Recipes

Simple berry bircher recipe

A bircher muesli that takes 2 minutes to prepare - leave overnight and enjoy for breakfast.

Read more
Recipes

Duck tacos with cherry salsa recipe

Add a fresh, fruity twist to this Mexican favourite - delicioso!

Read more
Recipes

Chewy persimmon and ginger cookies recipe

Poh shares a delicious treat, blending the unique flavours of persimmons, pecans and mixed spices

Read more
Recipes

Cherry smoothie recipe

Cool down this summer with a low-fat smoothie packed full of cherry superpowers.

Read more
Recipes

Banana and apple bread recipe

The Bourke Street Bakery shares a winning recipe for a soft, sweet loaf of bread.

Read more
Recipes

Nectarine honeycomb ice-cream recipe

Model Rachael Finch shares an easy, delicious ice cream dessert recipe.

Read more
Recipes

Nectarine waffles recipe

Rachael Finch shares a delicious recipe to bid nectarines a sweet goodbye.

Read more
Recipes

Banana buckwheat pancake recipe

There's nothing quite like pancakes for breakfast. Enjoy this wholesome recipe from Lesh Karan.

Read more
Recipes

Whole wheat banana honey macadamia muffins recipe

Soft, sweet and wholesome, these muffins are a bananalicious treat.

Read more
Recipes

Macadamia Mediterranean muffin recipe

The delectable flavour of roasted macadamias take these savoury muffins to a new level of yum.

Read more
In Brief

Why Australian kids need to learn more about food

Concerned about your children's food choices? A survey suggests more food education is needed

Read more
Lifestyle

Food for active kids

Young, active bodies need the right nutrients to stay vibrant and strong. Here's a guide.

Read more

For full functionality of this site it is necessary to enable JavaScript. Here are instructions on how to enable JavaScript in your web browser.