Discover the Secret Behind Queensland Lettuce Growers' Success — Are Fast Food Chains the Missing Link?
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In the lush, fertile lands of south-east Queensland, a revolution has been quietly taking place in the agricultural sector, particularly among lettuce growers. For Geoffrey and Anne Story, the journey began three decades ago when they decided to step off the unpredictable roller-coaster of selling to supermarkets, where they were at the mercy of fluctuating prices and uncertain profits.
'I didn't like putting a lot of product in the ground, spending a lot of money employing people and you actually didn't know whether you're going to make money this week or next,' Mr. Story reflected on the precarious nature of their past business model. The risk of going an entire year without turning a profit was a stark reality they were determined to change.
Fast forward to today, and the Storys have not only transformed their business model but have also become pioneers in a burgeoning market in Australia. They have found their niche in supplying fast food restaurants, a sector that has seen explosive growth with the rise of fast-food franchising and a demand for pre-prepared, fresh-cut vegetables.
The Storys' innovative approach involved washing, sanitizing, coring, slicing, and bagging lettuce for these fast food giants. What started with basic slicing equipment and manual labor has evolved into a sophisticated operation with 50 employees working alongside state-of-the-art machinery.
'We supply about 2,500 stores across the whole of the eastern seaboard of Australia, so that's all the big brands you can imagine, pretty much every sandwich, every burger in Queensland will have our product on it,' Mr. Story proudly stated.
Their son, Nathan Story, brings his expertise as a mechatronics engineer to the family business, enhancing their operations with skills in mechanical, software, and electrical engineering, as well as robotics. This has allowed the Story family to establish stable demand, with supply and price contracts negotiated annually, providing them with the security and predictability they once lacked.
The Storys' commitment to quality and reliability has not gone unnoticed. McDonald's, a customer for five years, relies on their consistent delivery of fresh, ready-to-eat lettuce 52 weeks of the year. 'Making sure it shows up and that we get supply is critical, and that's not easy in produce,' said Tom Mahony, McDonald's senior director of supply chain.
The Story family's farms are a testament to their dedication, with 70 staff planting half a million iceberg lettuce each week. 'We do about 18 million heads of iceberg a year,' Geoffrey Story shared, emphasizing the scale of their operation.
Their new processing factory, managed by Nathan, is a marvel of modern agriculture, with machines equipped with their own 'brains' and controllers ensuring everything runs smoothly. The factory even boasts advanced technology to detect and eject marked lettuce and foreign objects, meeting the high safety standards of global brands like Subway, McDonald's, Hungry Jacks, and KFC.
Despite the success and expansion of their business, the Storys are not resting on their laurels. They have recently acquired a new fresh-cut fruit, vegetable, salad, and meal solutions preparation business in Brisbane, recognizing the growing market for pre-processed food as more food service businesses outsource preparation due to staffing and space constraints.
Anne and Geoffrey Story, now in their 60s, are energized by the opportunities ahead. They are committed to a future where their business dealings are based on agreed supply and price, ensuring stability and growth for years to come.
The Storys' journey from uncertainty to success is a testament to the power of innovation, adaptability, and forging strong partnerships. It's a story that not only other farmers but businesses across industries can learn from. As the demand for convenience continues to shape consumer behavior, the Storys' model of working closely with fast food chains may indeed be the missing link for sustainable agricultural success.
What are your thoughts on this story? Do you grow your own vegetables in your garden? Share your green thumb adventures in the comments below!
'I didn't like putting a lot of product in the ground, spending a lot of money employing people and you actually didn't know whether you're going to make money this week or next,' Mr. Story reflected on the precarious nature of their past business model. The risk of going an entire year without turning a profit was a stark reality they were determined to change.
Fast forward to today, and the Storys have not only transformed their business model but have also become pioneers in a burgeoning market in Australia. They have found their niche in supplying fast food restaurants, a sector that has seen explosive growth with the rise of fast-food franchising and a demand for pre-prepared, fresh-cut vegetables.
Queensland lettuce growers Geoffrey and Anne Story (not pictured) have shifted from supermarkets to supplying fast-food restaurants with pre-prepared lettuce, ensuring stable market demand and income. Credit: Facebook / Rabobank Australia
The Storys' innovative approach involved washing, sanitizing, coring, slicing, and bagging lettuce for these fast food giants. What started with basic slicing equipment and manual labor has evolved into a sophisticated operation with 50 employees working alongside state-of-the-art machinery.
'We supply about 2,500 stores across the whole of the eastern seaboard of Australia, so that's all the big brands you can imagine, pretty much every sandwich, every burger in Queensland will have our product on it,' Mr. Story proudly stated.
Their son, Nathan Story, brings his expertise as a mechatronics engineer to the family business, enhancing their operations with skills in mechanical, software, and electrical engineering, as well as robotics. This has allowed the Story family to establish stable demand, with supply and price contracts negotiated annually, providing them with the security and predictability they once lacked.
The Storys' commitment to quality and reliability has not gone unnoticed. McDonald's, a customer for five years, relies on their consistent delivery of fresh, ready-to-eat lettuce 52 weeks of the year. 'Making sure it shows up and that we get supply is critical, and that's not easy in produce,' said Tom Mahony, McDonald's senior director of supply chain.
The Story family's farms are a testament to their dedication, with 70 staff planting half a million iceberg lettuce each week. 'We do about 18 million heads of iceberg a year,' Geoffrey Story shared, emphasizing the scale of their operation.
Their new processing factory, managed by Nathan, is a marvel of modern agriculture, with machines equipped with their own 'brains' and controllers ensuring everything runs smoothly. The factory even boasts advanced technology to detect and eject marked lettuce and foreign objects, meeting the high safety standards of global brands like Subway, McDonald's, Hungry Jacks, and KFC.
Despite the success and expansion of their business, the Storys are not resting on their laurels. They have recently acquired a new fresh-cut fruit, vegetable, salad, and meal solutions preparation business in Brisbane, recognizing the growing market for pre-processed food as more food service businesses outsource preparation due to staffing and space constraints.
Anne and Geoffrey Story, now in their 60s, are energized by the opportunities ahead. They are committed to a future where their business dealings are based on agreed supply and price, ensuring stability and growth for years to come.
The Storys' journey from uncertainty to success is a testament to the power of innovation, adaptability, and forging strong partnerships. It's a story that not only other farmers but businesses across industries can learn from. As the demand for convenience continues to shape consumer behavior, the Storys' model of working closely with fast food chains may indeed be the missing link for sustainable agricultural success.
