The road to Liquid Gold with Fiona and Liam Mann
“There's no rulebook for us… we've sort of described it as being a square peg in a round hole. So we've tried banks, banks don't really like us… But don't worry, there's always ways to do it” - Fiona Mann
Eradu lies in the mid west region of Western Australia. It's the place Fiona and Liam Mann call home. It is also the birthplace standing testament to the determination of a young couple with a vision to start their own farming journey.
Their story unfolds with Liam's roots in Scotland and a childhood dream fueled by a grandfather who was a farmer. However, an interest in working on Australian farms led him to Australian shores in 2004, where he found not only a different farming system but also a life partner, Fiona.
Fiona, who also had grown up on a farm in Western Australia, armed with a degree in natural resource management initially worked as an agronomist before what would become her destiny intervened. Meeting Liam at a local pub sparked fate that would see them build a life together and one surrounded by Australian agriculture.
The pair were keen to pursue their own path in farming, so when an opportunity presented to lease a block of land from Fiona’s parents they uprooted their lives and jumped at the chance,
“we shifted over and we borrowed some machinery off my brother and my parents and a bit of cash from Liam's parents” - Fiona Mann
We often get asked about how people ‘make their start’ in agriculture, especially that pathway towards ownership. For Fiona & Liam it was one of practicality, how do they increase their cashflow,
“We started with the contracting…Our big first purchase was our first secondhand self propelled sprayer”
Their path has been filled with lease agreements, share farming, and creative cash flow strategies all shaping the Mann’s to be in the position they are in today,
Image supplied by Fiona and Liam Mann.
The early days for the couple were filled with challenges, favours, creativity, and hard work. Liam reflecting on the journey from day one, to now,
“the first couple of years, we had to borrow a lot of gear off Simon and Zach, Fiona's old man and brother. And then over the years, we got bits of gear of our own and just got ourselves to the situation now where we don't need to borrow too much. And yeah, just kept building the contracting”.
Now nine years down the track, their contracting business has established itself significantly into their farming operations .
“We've built it up, but it's now significant, it's probably worth half of our revenue, our contracting business. And we need that for cash flow. Because we lease this property off my [Fiona’s] parents we don't have that opportunity then to borrow for seasonal loans and things like that, So we have to generate our cash flow a little bit differently.
In 2016, Looking to drought proof their operations, the Mann’s invested in an oil press which was imported from Germany. It then sat dormant in the shed until the right moment in terms of money and time presented.
“We bought an oil press, which sat around in the shed for a couple of years, we seem to never have the time, but had the money, or didn't have the money, but had the time, or it was one or the other. And we eventually had a good push and got it all happening. And it's just hopefully another little revenue stream, with any luck that isn't fastened to rainfall.”
After pressing a few batches of Canola oil from their own seed, In 2020 Block 275 Cold Pressed Canola Oil was born.
Branding the oil was important to the duo, reflecting the location where the canola was grown and the natural landscape within it.
“We wanted to really focus on the provenance of our property in our product”
Fiona also wanted to emphasize the significance of storytelling in building their brand. "Labels and branding are crucial to represent our farm's identity,"
Following Block 275 launch, increased expenses in logistics and navigating consumer perceptions have posed hurdles . Fiona candidly shares, "People would often recoil at the idea of tasting canola oil." So educating consumers has become a priority to enlighten them about the unique qualities and benefits of the product.
"The story is as important as the product," Fiona asserts. Block275 Canola Oil isn't just a culinary choice; it's a narrative crafted from the Mann family's dedication to quality. As the brand gains recognition, the couple envisions a future where all their canola crop transforms into Block 275 Canola Oil.
Time in farming, and diversification into production of premium grade canola oil has allowed Liam to reflect on the transition from becoming farmers of commodities, to active contributors in the consumer market.
"We're growing the canola and selling the canola oil, rather than just delivering it to the port and sitting in an office to sell it," Liam shares, highlighting the transformative journey they have undertaken.
The Mann's story serves as an inspiration to those aspiring to start their own farming journey, free from tradition, embracing innovation, and crafting a unique path in an ever-evolving industry.
“If you want to make it happen, you’ve just got to keep grinding away at it. And keep moving, making the moves in the right direction. And eventually things will start moving the right way for you” - Liam Mann
Listen to Fiona and Liams’s podcast episode on your favourite podcast app, or in the link below.
Photo credit: Images supplied by Fiona and Liam Mann.
Fiona and Liam Mann are a 2023 Syngenta Growth Award recipient, in the category of Innovation. “The goal of the growth awards is to recognise growers and advisers who are making a difference to the Industry through leadership, best practice and innovation”.
Their story is one of several we are sharing in partnership with Syngenta Australia, where we are featuring the stories of the 2023 Growth Award recipients. You can learn more about the Syngenta Growth Awards and the 2023 recipients HERE.