• Wide Open Agriculture is at the forefront of regenerative agriculture, as well as the retail brand Oat Up oat milk.
    Wide Open Agriculture is at the forefront of regenerative agriculture, as well as the retail brand Oat Up oat milk.

Regenerative food company Wide Open Agriculture (WOA) has secured the largest distribution agreement for its Dirty Clean Food brand, with Woolworths stocking its carbon-neutral oat milk in roughly half of its stores from March 2022. 

The initial one-year contract is expected to generate more than $750,000 in sales. Woolworths’ concept store ‘The Kitchen’ will be the first to stock WOA’s OatUp milk and the product will have a six-month minimum shelf life.

Dirty Clean Food CEO Jay Albany said the company’s first goal was to educate consumers about about the benefits of buying regenerative food products.

“Having done that in Perth, we are now focused on extending our distribution and reach. Our aim is to share the best of Western Australia’s regeneratively farmed produce with the rest of Australia and the world,” said Albany. 

Dirty Clean Food will be able to directly market its brand and spread information about its farming practices to Woolworths’ consumers as part of the agreement. 

 Global market progress 

In October, Dirty Clean Food signed an exclusive two-year agreement with GrowHub International to distribute OatUp in Singapore. GrowHub said it would buy $500,000 worth of the oat milk as a minimum order in the first year, with the option for additional ordering if demand exceeds the initial supply. Since then, WOA said it has shipped multiple orders to its Singapore distributor. 

Dirty Clean Food believes it stands out from its competitors through its carbon neutral certification it received from Climate Active and from its climate credentials of improved soil health and biodiversity through its regenerative farming practices. WOA said this puts it in an advantageous position to capitalise on the $5.1 billion oat milk market. , Globally, oat milk is generating more sales than other alternative milks such as soy and almond, with a forecast compound annual growth rate of 9.8 per cent each year until 2027.

Milk line expansion 

The company has also developed Chocolate, Coffee and Barista flavours for its one litre oat milk range, which is expected to be available during Q3 FY22. 

“We are now on track for distribution in over 1000 locations by the end of this fiscal year, which we see as an incredibly positive response for a new product launched in less than twelve months ago,” said Albany. 

OatUp is experiencing fast past growth and is currently available across more than 350 outlets across Australia, including repeat orders from its major independent distributors European Foods, Ultimate Fine Foods and the Market Grocer.

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