Our story — Meet Wendy
I grew up in Ballarat but moved to Daylesford in 2015 on a bit of a whim. I was a single mum with two young kids, and honestly, I just needed a change. Ballarat’s great, but I wanted somewhere quieter, and Daylesford felt like the kind of place where I could catch my breath. I took a cleaning job at a B&B to keep the rent paid, but I always had this itch to do something from home that could give me a bit more flexibility for the kids.
Before this, I’d had every kind of job you could think of — retail, admin, a stint at a hardware store. None of it ever felt like it stuck, but it paid the bills. By 2019, I was stretching every dollar to cover school uniforms and groceries. One day I sat down with a notepad and wrote three columns: what I’m good at, what I like, and what people actually pay for. That’s when it clicked — food and home stuff. Things you use every day, but better.
I started Newtown Grocer with $850, mostly borrowed from my sister. The first stock was just 12 jars of jam, a few loaves of sourdough from a Daylesford bakery, and a card table at the farmers’ market. It wasn’t glamorous, but people loved it. I had this moment when I sold my first jar of Kakadu plum jam, thinking, ‘Maybe this could actually work.’ That was the spark. I didn’t have a business plan, just the idea to put my energy into things I knew people needed and wanted to buy.
These days, Newtown Grocer is still run from my kitchen table, but we work with suppliers right across Australia — from Byron Bay to the Barossa. I still pack most of the orders myself, and the kids help out after school. It’s not fancy, but it works. And it keeps the lights on, which is all I set out to do when I started.
— Always keeping it real from Daylesford — Wendy, Wendy Jane Ellis
Journal
A Conversation With Our Honey Supplier in Byron Bay
Spent the morning on the phone with Greg, who runs the hives supplying our Byron Bay Organic Honey — and learned a lot.
Greg, our honey supplier, runs about 70 hives in Byron Bay. I called him this morning to ask how things were going after the summer heat. Turns out, bees face similar challenges to farmers — unpredictable weather seems to be the norm these days. He lost two hives this January, but the rest are thriving. It’s incredible to think each hive can hold up to 60,000 bees at its peak.
I asked him about the flowering patterns this year and which plants the bees have been hanging around. Greg said there’s been a bumper bloom of Macadamia trees nearby. That nectar gives the honey a slightly nuttier, deeper flavour than usual. Ever so slightly — you’d only notice if you were really paying attention. But it’s part of why I always stick with small producers like him; no batch tastes exactly the same.
One thing I didn’t realise was how mobile Greg’s operation is. He transports his hives to different spots in the region depending on what’s flowering. Sometimes it’s macadamias, sometimes tea trees. He says it keeps the bees healthier — more variety in their diet. Apparently, moving the hives was a 2 a.m. job last time. Bees don’t travel well in daylight, which makes sense when you think about it.
Greg’s been keeping bees for twenty years. He started after inheriting two hives from his uncle, who got them in the 1970s. These days, he’s teaching his teenage daughter the ropes, and she’s keen to expand the operation one day. I told him I’d probably be on the phone to her in another ten years, ordering a bigger batch. We both laughed.
If you’ve bought the Byron Bay Organic Honey from us, now you know who’s behind it — Greg, his daughter, and about a million very busy bees.
Five Autumn Breakfast Ideas Using Granola
It’s getting colder in Daylesford, so I’ve been experimenting with warm breakfasts using Aussie Almond Granola.
Autumn in Daylesford means misty mornings and a distinct chill in the air. Lately, I’ve been trying to keep breakfast interesting while staying warm. Our Aussie Almond Granola is a staple in my pantry, and it’s surprisingly versatile once you move beyond yoghurt and cold milk.
One favourite of mine is baked apples stuffed with granola and a drizzle of honey. Core a couple of small Pink Lady apples, fill them with granola, and bake at 180°C for about 25 minutes. The apples turn soft and caramelised, and the granola becomes a crunchy, sweet topping.
Another trick I’ve been using is stirring granola into porridge. It’s all about texture. Cook your oats as usual, then sprinkle a handful of granola on top just before serving for some crunch. A dollop of Greek yoghurt doesn’t go astray either.
If you’re in a hurry, granola works well as an add-in for smoothies. Blend banana, milk (or almond milk), a spoonful of honey, and a handful of granola. It doesn’t just thicken the smoothie, it adds a bit of chew — like a portable breakfast and snack combined.
Lastly, our granola makes a nice topping for roasted pears in the evening too. With a small scoop of ice cream, though that hardly makes it breakfast anymore. Anyway, give one of these a try next time it’s too cold for plain cereal.
The Chaos of Designing Our Product Labels
Spent all of last week tweaking labels for Newtown Grocer products — somehow, it always turns into a kitchen experiment.
If there’s one thing I didn’t expect when I started Newtown Grocer, it’s how fiddly designing labels would be. It’s not the design itself — I’ve got a good graphic designer to handle that part. It’s the rest of it: deciding what to include, where to put it, and double-checking it’s all legal.
Last week was spent finalising the new Kakadu Plum Jam labels. The real challenge? Figuring out how to fit ‘Contains at least 50% wild-harvested Kakadu plum’ in a way that doesn’t look cluttered. You wouldn’t believe how much back-and-forth there was between me, the designer, and my printer.
There’s also the practical side. Before we print, I always test a few labels on jars in my kitchen to make sure they actually fit and stay stuck. It’s a dull job, peeling and re-sticking labels to check the edges. At one point, I had five mismatched jars of jam lined up on the counter. My youngest thought it was a special kind of taste test.
Of course, I can’t just look at the labels. I have to scribble all over them, checking ingredient lists for typos and re-measuring font sizes. I found out last year that the font for allergens has to be a minimum size, otherwise it’s non-compliant. The joys of regulations.
But we’re done for now. I sent the final proofs off yesterday, and the new Kakadu Plum Jam labels should be ready by early February. If you see one on the shelf, know it’s been through about twenty arguments and at least three kitchen trials.
Why I Save Shiraz for Autumn Evenings
Barossa Valley Shiraz is one of my favourites, but I’ve realised it really comes into its own in the cooler months.
There’s something about Shiraz that suits autumn evenings. Maybe it’s the richness, or maybe it’s the fact that a glass of Barossa Valley Shiraz feels like a small fire in your belly. I’ve tried sipping it in January — too hot, too heavy. But now, with nights dipping below 10°C here in Daylesford, it’s perfect.
The Shiraz we stock has notes of blackberry, plum, and a hint of black pepper. I hate wine-tasting jargon, but those are the flavours that hit me first. It’s bold, no doubt about it. Not something you drink while nibbling crackers. I usually pair it with a slow-cooked lamb shoulder or a mushroom risotto, if I’m feeling fancy.
Interestingly, I learned from the supplier that the Barossa’s 2022 vintage was impacted by unusually cool spring conditions. Cooler springs can delay harvest, which means the grapes spend more time ripening. The result? Deeper, more concentrated flavours. It’s a small silver lining to what was otherwise a challenging season for growers.
If you’re not into lamb or risotto, try Shiraz with hard cheese. A good aged cheddar works, or even something nutty like Pyengana from Tassie. I served it last week with a platter of leftover Easter chocolates, and no one complained. Shiraz and dark chocolate might be my new favourite combo.
So if you’ve got a bottle of Shiraz gathering dust, now’s the time. Crack it open and let autumn do the rest.
Customer reviews
Jane D. — Fitzroy, VIC — 2024-03-21 — 5/5
Fast shipping!
I ordered the Kakadu Plum Jam and it arrived faster than I expected. The flavour is unique and pairs well with toast.
Michael T. — Newtown, NSW — 2024-05-07 — 4/5
Great granola
The Aussie Almond Granola is delicious and fresh. A bit pricey, but worth it as a treat.
Sophia K. — Paddington, QLD — 2025-01-14 — 5/5
Classy wine
The Barossa Valley Shiraz was perfect for a family dinner. Rich and full-bodied, it impressed everyone.
Tom L. — Manly, NSW — 2024-12-02 — 4/5
Solid product
Bought the Sustainable Bamboo Cutlery Set for picnics. It’s lightweight and durable, though the knife could be sharper.
Emma W. — Hobart, TAS — 2024-06-18 — 5/5
Love the honey
The Byron Bay Organic Honey is absolutely amazing. I use it in tea and baking, and you can really taste the quality.
Liam H. — Norwood, SA — 2025-02-10 — 5/5
Perfect gift
I gave the Kakadu Plum Jam as a gift and the recipient loved it. Unique flavour and great packaging.
Olivia M. — St Kilda, VIC — 2024-08-23 — 4/5
Good value
The Aussie Almond Granola has a great crunch and flavour. Would’ve loved a bigger bag for the price.
Henry B. — Cottesloe, WA — 2025-03-11 — 5/5
Environmentally friendly
The Bamboo Cutlery Set is fantastic for reducing single-use plastics. Easy to clean and carry.
Returns
Our returns policy complies with Australian Consumer Law. You may return unused items in their original condition within 30 days of purchase for a refund or exchange. Proof of purchase is required for any return request.
Perishable items, including food and drink, are not eligible for return unless they are faulty or damaged upon arrival. Custom or bulk orders may also be excluded from general returns. Please contact us for clarification on specific items.
Refunds are processed within 7 business days of us receiving your returned item. Depending on your payment method, it may take additional time for the funds to appear in your account. If an item is faulty or damaged, please contact us immediately for assistance.