Emma & Toms
Emma & Toms | Tom Griffith pioneered premium juice in Australia
Tom Griffith, Co-Founder of Emma And Toms a leading health food company well known for their delicious, all natural juices.
Now in true entrepreneurial style, Tom originally kicked off his career in corporate banking, but on a ski trip in France came up with the crazy idea to launch a premium juice company – the first of its kind in Australia at the time. He came back to Australia and teamed up with childhood friend Emma Welsh, and in 2004 ‘Emma and Toms’ was born.
But getting a product-based drinks business off the ground in those early years was anything but easy! The first batches didn’t taste good, they couldn’t get anyone to make their instantly recognisable bottles, and the distribution just wasn’t working.
We dived deep with Tom on facing those challenges head on. Want a summary – we came to the realisation that ‘managing challenges’ is exactly what business is all about.
Emma and Toms now have 40 distribution vans on the road, and over 3000 stockists around Australia and the world, of which they know most by name.
Each year they donate over $100,000 worth of products to community groups, and run a social enterprise “Unite Projects’ to help fight youth homelessness in Australia raising over $350,000 so far. They also are always trying to raise the bar on the environmental impact from distribution and packaging their goods.
“Pallet production accounts for 40% of deforestation… Chep alone buy 55 million new wooded pallets a year in the USA alone.”
— Tom Griffith
Emma and Toms | Tom Griffith
Mentioned in conversation…
The Emma and Toms story
The production and product lines
Their secret to growth and expansion
All about their brand philosophy ‘look after yourself’
Giving back and all that is being done to get in the B Corp game