Velisha Farms is one of the iconic agricultural businesses of Victoria. With a history that goes back to 1949, the current owner, Catherine Velisha, is the third generation to run the farms, which now employs as many as 80 people.
Velisha Farms grows cauliflower, broccoli, kale, lettuce, celery, spring onions, and so many more of the staples of the Australian dinner table.
Catherine took a few minutes out of her busy schedule to answer a couple of quick questions that we had about her experience and farming in Australia.
What's the experience of being a farmer in Australia like at the moment? What are the biggest challenges and opportunities that you see?
Australian agriculture is always an interesting, challenging and rewarding space to navigate a business in. The challenges are the usual: The weather, the employee shortages and as a vegetable grower… the lack of consumption.
The biggest opportunity I believe is getting my people (children) included to eat just one more serve of vegetables than they currently are. That would be a game changer, both for our industry and the health of the nation.
Your website mentions that you're a third-generation farmer - what inspired you to keep the family traditions going?
I've worked in the business since I was 19, but never really considered taking over the business until I was about 30. However, once I started to see the opportunities our industry had, I then made the decision to take over Velisha Farms. Since then I’ve been very focused on growing our brand and profile in a number of ways.
I also noticed that you've been able to significantly grow your farming operations under your tenure. What has been the underlying reasons for your growth and success?
The key to our success is our people, and I think a very good culture. We care for each other as individuals, as team members and the business as a whole, the longer we have gone on the more like-minded talent we have attracted.
You seem to be heavily invested into innovation - what are the key innovations you have brought to your farms, and how have they impacted?
I actually think our key innovation has been our sister company VEG Education. VEG Education is a registered training organisation that has been created specifically for the Agriculture Industry. Through that, we have developed a number of national school programs, showcasing our business and products to directly to primary and secondary schools. We focus a lot on educating people about how produce is grown, why it’s sometimes not perfect (and that’s okay) and how we can all be part of solutions.
How this is innovating our business is that we are creating future customers and employees for not only Velisha Farms but for the whole of horticulture.
What are your thoughts about newer alternative services to supermarkets, like Good & Fugly?
I think services like Good and Fugly allow for greater education to the broader public about the realities of growing life, and how the appearance of produce has no bearing on taste or nutrition.
What could Australia be doing to help ensure that our local farmers are successful and healthy?
Eating more fruit and vegetables! Just one more serve from each person would make a massive difference back to the farmers!
There's a lot being said about how Australia's aren't eating enough fresh fruit and vegetables these days. Is there anything that farmers like yourselves can do to help encourage healthier eating habits?
People love a farmer and we love our produce – so the more we can speak directly to the customer and share our passion the better. It's about creating a connection for people towards their food.
Finally, what's next for Velisha Farms?
Our plans are to keep growing both our horticulture and education businesses, but most importantly keeping our great team experience thriving.
