Will Brook: Steering Brookfarm from Family Roots to Global Recognition

Will Brook’s journey as an entrepreneur and business leader is deeply intertwined with the story of Brookfarm, a family-owned business that has grown from humble beginnings to become a significant player in the Australian food industry. This case study explores Will’s path to leadership, his entrepreneurial spirit, and the unique challenges and opportunities he has faced as the second-generation CEO of a family business.

Early Beginnings and Family Roots

Brookfarm’s story began in 1988 when Will’s parents, Pam and Martin Brook, purchased a rundown dairy farm in the Byron Bay region of New South Wales. The farm, bought sight unseen, was initially a barren hillside, far from the thriving ecosystem it would later become. This bold move by Will’s parents set the stage for a family business that would eventually become a cornerstone of the Australian health food industry.

Will’s involvement in the family business started at a young age. As a child, he participated in various aspects of the operation, from applying stickers to bags of muesli to sweeping the bakehouse floor. This early exposure to all facets of the business provided Will with a comprehensive understanding of Brookfarm’s operations from the ground up.

Education and Early Career

Despite his deep roots in the family business, Will initially pursued a different path. After high school, he studied Music and Education at university, even attempting a career as a rock musician for a brief period. This divergence from the family business demonstrates Will’s willingness to explore his own interests and develop a broad skill set.

Will’s return to Brookfarm was not a predetermined path but rather an organic progression. He began working part-time in sales for the company in Sydney, where he gained a new perspective on the business. It was during this time that Will truly recognised the value and potential of Brookfarm, not just as a product but as a brand with strong values and a loyal customer base.

Ascent to Leadership

Over the next decade, Will immersed himself in every aspect of Brookfarm’s operations. He worked on the bakehouse floor, in packing and dispatch, quality assurance, and various other roles. This comprehensive experience provided him with an intimate knowledge of the business and its processes, preparing him for future leadership roles.

In October 2018, after nearly two decades of his parents’ leadership, Will took over as CEO of Brookfarm. This transition marked a significant milestone for the company and presented Will with the challenge of leading a well-established family business into its next phase of growth.

Leadership Style and Business Philosophy

As CEO, Will has developed a leadership style that is collaborative, transparent, and leads by example. He emphasises the importance of having the right people in the right roles and trusting them to deliver results. This approach has helped maintain the family-oriented culture of Brookfarm while allowing for professional growth and innovation.

Will’s business philosophy is deeply rooted in Brookfarm’s core values. He places a strong emphasis on product quality, sustainability, and community involvement. Under his leadership, Brookfarm has continued to prioritise the use of high-quality ingredients and in-house production to maintain control over product quality.

Innovation and Product Development

Will has shown a keen eye for innovation and market trends. Under his leadership, Brookfarm has expanded its product range to include items like Keto Premium Paleo Granola and Puffcorn, demonstrating an ability to adapt to changing consumer preferences while maintaining the company’s commitment to quality and nutrition.

In February 2019, Will co-founded “We, The Many,” a side venture focused on creating functional, carbon-neutral foods. This initiative showcases Will’s entrepreneurial spirit and his commitment to sustainability beyond the confines of Brookfarm.

Sustainability and Environmental Stewardship

One of Will’s most significant contributions to Brookfarm has been his focus on sustainability. In 2015, he drove a sustainability audit that led to Brookfarm winning the NSW Premier’s Award and the 2015 Green Globe Award for sustainability practices. This achievement underscores Will’s commitment to environmental responsibility and his ability to integrate sustainable practices into the core of Brookfarm’s operations.

Under Will’s leadership, Brookfarm has planted over 35,000 trees to regenerate the rainforest on their farm, demonstrating a long-term commitment to environmental stewardship. This initiative not only benefits the local ecosystem but also aligns with the company’s brand values and appeals to environmentally conscious consumers.

Will’s tenure as CEO has not been without challenges. The COVID-19 pandemic presented significant hurdles for Brookfarm, with the closure of key markets such as cafes and airlines. Will’s leadership during this period was crucial in pivoting the business towards retail and online sales, showcasing his ability to adapt to rapidly changing market conditions.

Global Expansion

Will has been instrumental in expanding Brookfarm’s global footprint. The company now exports to over 15 countries, including New Zealand, China, South Korea, Japan, and Indonesia. Will’s participation in export-focused programs has helped Brookfarm gain access to new markets and distributors, particularly in the UAE and South Korea.

Looking ahead, Will envisions Brookfarm as a global brand, with significant growth potential in export markets. He aims to position Brookfarm as a leader in quality, taste, and sustainability within the food industry. Will’s long-term goals include sustainable growth in all active markets and inspiring other businesses with Brookfarm’s approach to food production and sustainability.

Will Brook’s journey from a child helping in the family business to the CEO of a globally recognised brand is a testament to his entrepreneurial spirit, dedication, and visionary leadership. His ability to balance tradition with innovation, maintain a strong commitment to sustainability, and navigate the challenges of a family business make him a notable figure in the Australian business landscape. As Brookfarm continues to grow under his leadership, Will Brook stands as an exemplar of how the next generation can successfully lead and expand a family business while staying true to its core values and mission.