The Courage of a Re-launch - Founder Melissa Wakefield


 

Every Australian has the Right to Real Food. This has oddly become my life obsession. There is a certain relief when you understand why you were put on this earth, but then there is the nagging drive that is deafening and will not leave you alone until you action it. 

 

What drives this obsession? Australia has a dark shadow that no one is talking about. A situation where 3.6 million Australians are food insecure, the lack of secure access to sufficient amounts of safe and nutritious food for normal growth and development to lead an active and healthy life.  Ironically at the same time Australians who are food secure are making choices that are leading them down a path of diet related illness. This looming shadow is costing our country over 60 billion dollars each year in treating this epidemic.

 

Open to Possibilities Australia is so dear to my heart and I am saddened by the rising costs of living, where processed food is cheap and fresh produce is not on the shopping list for the low socio-economic. Whilst running my business the JERF Project this story did not sit well with me, and my business was caught up in this loop. I questioned surely this did not have to be Australia's story. My mind opened up to possibilities, I began to see a clear solution of food security for every Australian that could also connect us back to real food to thrive. It became very clear in my mind, but the challenge was now to communicate this solution so it made sense to the whole country.

 

Leap Of Faith This drove me to pull down my wholefood business the JERF Project over 18 months ago for restructure (Yes I took a very deep breath, closed my eyes and Leaped). During this time I looked at many business models. It was important to me that REAL food was to be more financially accessible to all communities in Australia and a sustainable model of food safety and security for those in need. A business model that will give all Australians the opportunity to thrive and live healthy and active lives.

 

We are proudly now Kali. Australia. Kali is powered by the purchase of an impact membership. The membership allows healthy wholefoods to be purchased at wholesale prices and delivered direct to our members door. While there are great savings on wholefoods, the impact membership works hard to give back to our Australian communities most in need.

I have been in business for most of my working life, but this is the first time, I stood back reflected, read, watched, listened to educate myself.  Below is the fruit of my reflection.

The Vision – All Australians have access to real food to thrive for an active and healthy life        

The Mission – Healthy Eating made easy and accessible for all Australians

The Why – Empowering Australian communities to eat real food to positively impact the decrease of diet related illness in Australia and to make every Australian food secure.

 

I am really looking forward to you joining me on the ride and very open to new ideas, recipes, connections and feedback.

Warm Wishes 

Melissa x

 

 


2 comments


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  • Denise Vallianatos

    Hi Melissa, hope you are doing well! I met you in your cafe and then you bought a juicer off me in Elwood many years ago, anyway I love what you are doing and was wondering if there was any kind of support I could offer. I travel a bit facilitating on a self awakening course but in between I have spare time and as I am very passionate about health and food, I was wondering maybe there was some way I could contribute. Maybe a coffee catch up to explore? Not sure but felt to put it out there. Have a great day and look forward to hearing from you, Denise 🥦💕


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