Our focus at Cale and Daughters is to normalise high-volume and locally made plant-based food production in Australia. We believe that market forces will be the most powerful influencer in changing Australia’s eating habits and this means that price is key. We also believe that the current distribution model is broken and has become extremely inefficient due to the rent-seeking behaviour of Australian distributors. Our philosophy is that the best way to get price competitive plant-based products into the market is through a direct relationship between manufactures and major retailers. This model creates an interference-free relationship between the most important players in the current food system: manufactures of products and those that retail them to the consumers.