The Journey of CountryCorn
From a simple vision of a healthy snack to a broader multi-brand frozen food group
Country Corn Australia was started with a simple vision – To explore a healthy alternative to choose over oily chips (French Fries).
After looking at various fresh healthy snack alternatives – tumble across corn. After research and analysis, Corn was found to be the only fresh natural healthy alternative snack many were preferring over any raw steam vegetables with possibility of choosing over oily fries. It was enjoyed by many at events, festivals, eating out (lunches or dinner), at home or on many more occasions.
It became a mission of Country Corn Australia to deliver that healthy snack, a side many can devour on. So we made it easier – by serving them in a cup (same way as hot French fries) topped with different natural seasoning like, salt and pepper, chilli with lemon juice and many more were introduced over a period.
The Vision & Mission
This is Country Corn Australia's North Star – the ultimate, long-term impact we want to have on the world.
The Vision Statement
To honour our culinary ancestry, nourish the planet and secure a healthy present and for generations to come – by inspiring a global realization that “what we eat, we become”.
The Mission
To build sustainable trusted brands that serve as an innovative yet deeply reliable bridge from conscious producers to today's and future consumers. To champion agricultural integrity, ancestral food wisdom, spreading awareness that true wellness begins at the source.
We help people to achieve the balance they need to build and thrive themselves through the everyday choices they make about food – addressing the Why, When, Where, What & How? We aim to make it simple, easier to understand and convenient to access in its nearly natural or best form one of the wonders of nature – Food, with goodness.
The First Challenge – USP (Unique Selling Product) for business to survive and thrive
How do we make CountryCorn stand out, unique to what we get in super market – big brands like McCains, Birds Eye, Heinz and more?
Uniqueness explained
CountryCorn Sweet kernels are real whole kernels peeled by hand. Hence the bottom of the kernels are sealed and intact (not open). The freshness, nutritional value plus natural sweet juice is retained even after its frozen for long periods. Whereas big brands are machine cut kernels from cob, where the bottom seal is lost, which reduces not only the size of kernel, but loses its nutritional value, fresh taste and natural sweetness.
The Journey Started With –
The Beginning – Parramatta Westfield Kiosk
After losing the senior banking position in GFC (Global Financial Crisis), under personal ABN of Akshay Munot (Founder), took over a small kiosk in Parramatta Westfield – one of the busiest shopping centres in Australasia then. Serving hand peeled whole sweet corn kernels in a cup. The concept was simple – steamed sweet corn kernels mixed with different natural seasonings as per taste buds served in a cup. Customers could experience the difference in taste compared to super market big brand corn kernels.
The concept of Corn in a Cup started to get wide popularity among not only Corn fanatics but also the general public, without any social media marketing or any kind of advertising. It was only because of best customer service and quality unique product, slowly became talk of the town.
Started to experience organic growth. Trade Mark and Copyrights were registered with IP Australia.
Events, Festivals & a Growing Following
People who came to Parramatta for personal work from far and wide – didn't leave Parramatta without having a corn cuppa. Some customers left with a similar business idea to start in other shopping centres. Some customers left with an idea of having a similar concept in their next event – whether it be a fund raising event in school, local market, local cultural event or even club or corporate team event.
Country Corn started getting opportunities to participate and invitations to many events like paid small to corporate catering, charity events, hiring a kiosk in cultural events and festivals. Akshay's tenacity to make it a successful concept started to become reality on local, district and state level.
The small kiosk in Parramatta Westfield not only became profitable, but also most of the other events too.
Own Imported Hand Peeled Kernels & Distribution
As other similar retail kiosks (like CountryCorn) started to spring up in other shopping centres around Sydney, the idea of imported own frozen sweet corn kernels, produced as per CountryCorn laid standards and process, through contract farming from overseas was developed and executed. Started distributing this unique hand peeled sweet corn kernels to other kiosks and event participators around Sydney. Introduced this healthy alternative concept to some cafes who serve in respective local areas. Was a good success. At the same time kept doing some local events selling corn in a cup.
From Farm to Factory
Continued building relationships with growers and processors overseas. Did few different R & Ds over a period. Continued doing events and festivals. At the same time Akshay was balancing his personal life, full time parental duties (Daddy Day Care) since 2010. Kept learning from growers & processors. Made multiple overseas visits to teach the processors team Australian standards, food safety and Country Corn expectations of quality output of product, retaining its natural freshness and nutrition. Did fair bit of value addition by sharing ideas to enhance quality from farm to factory.
Ready to Eat Corn in a Cup
Kept building the business from garage storage and office, learned lot of things from growers to selling at front end. Late 2015, developed further a simple concept of ready to eat corn in a cup from home kitchen bench top with different seasoning and flavours. Catering to busy families who want to take it to their work or have it as a quick snack anytime they are hungry. All they have to do is heat in the microwave for few minutes, shake the cup and eat it. At the same time sold the retail kiosk in Parramatta Westfield to a team member, who worked with Akshay for about 3 years. This allowed Akshay to focus on developing this concept and business in a better way.
Started giving out samples plus selling ready to eat corn in a cup, to cafes and independent small retail outlets, in different suburbs of Sydney to try out in their local community. At times collected some feedback by doing free taste testing, marketing and promotion activities. Went through lot of rejections and hatred. Didn't give up. Kept going, patience and perseverance.
Country Corn Australia Pty Ltd Was Born
Country Corn Australia Pty Ltd was born. A private company was formed. Registered for GST. To test the market, to conduct MVP (Minimum Viable Product) study, participated last minute in the Good Food and Wine Show in Sydney. Hired casuals to work from garage office and from home kitchen bench top, preparing the different flavours of the ready to eat Corn in a Cup concept.
In the Good Food and Wine Show, conducted surveys while conducting an interactive spin wheel game to attract many visitors in the event. Was one of the biggest hit events, where officials from Food Authority, Australian Trade offices and business chambers appreciated the concept and the way customers were attracted to our stand located in the far corner of the event. Got lot of data from people, created lot of traction to the concept. Understood how consumers perceive the ready to eat corn in a cup concept. Started preparing for next R & D with the intention to make this concept commercially viable. Continued working from garage.
Online Ordering – Ahead of Its Time
Continuing the corn journey and plenty of R & D being done. Now again a big challenge of how do we grow the vision? What could be the best mission? How do we take it to communities spread far and wide. Developed one of its kind website – similar concept based on Dominos Pizza online ordering.
At the same time was evaluating many different food businesses for sale, with the intention to purchase and scale up. None of the businesses appeared to be a perfect fit. Kept evaluating other businesses and developing the online website. Eventually the website was successfully made and worked well. In one of the promotion stages the website went viral, that it crashed. Thinking of this concept getting more popular and enough traction, decided to put down the online ordering. As CountryCorn was not ready to scale up.
Harvestime Joins the Family
After lot of evaluations of different types of food business, the universe heard the prayers. Patience and Perseverance paid off. Harvestime came up for sale. With everyone's blessings, was able to buy Harvestime along with other Brands which were registered Trade Marks. It was purchased at premium price. Harvestime was the perfect fit (hand in glove) to what the original vision and mission was to achieve. In fact the original vision got more exposure and became wider. The next level of journey wasn't easy and overcame lot of challenges from take over till date.
The Journey Continues
Further journey details continue on the Harvestime website. Please visit www.harvestime.com.au and www.frozberries.com.au (online ordering for home deliveries) and www.cwfd.com.au – Distributor website.
In 2022 another business by name Sydney City Organics www.sco.com.au was taken over by Country Corn Australia Pty Ltd, renamed as City Wholefood Distributor known as CWFD.
Our Core Values
Quality First
Only the best produce makes it to our customers
Customer Focus
Your satisfaction is our priority
Sustainability
Committed to responsible practices
Perseverance
Patience and perseverance through every challenge
