The Delicious Foods Australia Story
My business journey began on my stovetop about 5 years ago when I was in my mid 40’s trying to re-enter the workforce after a surprise third child! I had trouble landing a job – like so many other skilled women who have had the privilege of ‘tapping out’ to raise their children. I think it’s also an age when we re-evaluate our priorities in life and I had decided I wanted a role with a lot more flexibility to spend time with my family – NOT so suited to corporate world!
Self -analysis time – how could I create a business that combined my passion and skills? Food is my language, it’s how I tell my family and friends that I love them and sales and marketing is my profession and I am very proud of the exciting food business I have created over the last 3 years in spite of a major accident which left me wheelchair bound for 7 months, ongoing surgeries, learning to walk again and other business challenges all of which only made me more determined to succeed and I believe are a testimony to my resilience and drive.
I had been dishing up my locally famous dahl at annual events in my community after learning to make it at an Indian cooking class 15 years ago. There was my business, right in front of me! ‘Dahlicious’ was born as I was inspired to make a range of products that were plant based and that made choosing healthy easy. This inspired me to cook more Indian flavours which make delicious, nutritious and healthy plant based meals. I practiced around our dinner table on family and friends to rave reviews – but we all know that they can be a little biased!
I decided to take Dahlicious to the markets, where Dahl could be tasted by lots of new people. Ove the course of 18 months we managed to achieve an amazing 90% try to buy ratio! With demand rapidly growing as the good word spread, I came up with a Dahl home delivery service, ordered via Facebook and phone….
Facebook really kicked things off. Before I knew it, I was cooking over 200 litres on my stove top at home and madly delivering to 12 suburbs.
Dahl lovers’ rave reviews and repeat orders gave me the confidence to take Dahlicious to a bigger audience….
Having perfected 3 flavours using high quality ingredients, I then moved production to a commercial facility, so I could supply Dahl on any scale. We then created packaging with great shelf presence. I was so happy to get the 5 Star Health Rating for ALL flavours and decided to create a second brand called Veglicious. This range was inspired by the rustic goodness of French farmhouse recipes and appealed to people who like more traditional flavours.
With the products now ready to launch, it was time for savvy marketing ideas to ensure Dahlicious and Veglicious was in as many shopping trolleys as possible – something this good must be shared!
Share The Love
It’s all about sharing the love of good food and to make choosing plant based healthy meals EASY!. Why not share on a larger scale? My initial goal was to be distributed Australia wide – done! I never dreamed it would get quite this big from humble ‘share with family and friends meals’ but now I have my sights set on international markets for my beautiful brands and to release new products into the Australian market in the next year.
Having a busy lifestyle shouldn’t mean sacrificing healthy for easy. ‘Dahlicious’ & Veglicious delivers both, being the first easy heat and serve measl with five star health ratings.
Would you like to see Dahlicious and Veglicious easy heat and serve meals stocked in your local store? Just let us know and we’ll try our best to bring it to your local area. We love to socialise so join us on Facebook or Instagram for delicious recipes, spicy ideas and lots of hints and tips for time poor people who love to eat well.