Marketing to Mums - the Podcast
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Power of Purpose
In this episode Monica Meldrum, co-founder of Whole Kids, and I discuss the role of purpose in business. Monica shares her journey as a purpose led business and demonstrates how purpose guides their everyday business. We talk about the impact of purpose and how purpose influences the purchase decisions of mothers.
In this episode we explore:
Resources discussed in the show:
About The Guest
Following an extensive corporate career, in early 2000 Monica travelledto Indonesia with the Department of Foreign Affairs and Trade (DFAT) to deliver an aid program to childrenliving in poverty. The experience challenged her assumptionsabout the meaning of success and how she could make a greater contribution with her life.
On returning to Australia and witnessing food related illnesses amongst children and an abundance of over processed, heavily marketed children’s foods, Monica launched Whole Kids. Whole Kids has since grown to become Australia’s largest range of organic, plant based, allergen friendly and additive freesnacks for children, the proceeds of which are funding kids health and environmental projects around the world.
Whole Kids was the first food company in Australia to be certified a B Corporation and in doing so is committed to creating a healthy life and a healthy world for kids. In partnership with Plan International in 2018 Whole Kids delivered 500,000 nutritious meals to 580 schools across 4 provinces in Cambodia as part of Plan International’s World Food Program. The project has since become a benchmark for educating girls and helping communities around the world become self-sustaining.
In 2019, Monica together withher daughter Chloe and five other 9 year old girls travelledto Cambodia to visit the project.This child-led field trip was the first of itskindand was carriedout to champion the overarching message of gender equality through the power of food education.
In 2020 in a firstforher industry, Monica launched a successful $1.2M equity crowdfund campaign giving Whole Kids customers an opportunity to invest in Whole Kidsand participate in shaping the future of the businessand their children’s health.The campaign saw some of Australia’s leading female entrepreneurs invest in Whole Kids, bringing with them a network of over 2 Million women.
Monica is widely recognised as one of Australia’s leading female entrepreneurs and has received many awards for her achievements including Conscious Company’s World-Changing Women (2020), Remodista Women2Watch in Business Disruption (2020), Australian Small BusinessChampion Entrepreneur (2018), Westpac Top 100 WomenofInfluence(2016), Fairfax Media’sTop 9 Most Influential Female Entrepreneursin Australia (2016)and NAB Women’s Agenda Emerging Entrepreneur (2013).
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
#ISOMums : Understanding the impacts of home isolation
Marketing to Mums’ #ISOMums study reveals the ups and downs of home isolation experienced by Australian mothers. The study was conducted throughout May and June 2020 and identifies emerging behaviours, drivers and sentiment formed during isolation and is of critical importance to brands, retailers and business owners.
We invite you to download a free copy of the report today.