Growing up in rural Australia, Danni Crews co-founder of organic kids brand, 123 Nourish Me has always had an affinity with nature.
“I grew up on a farm with wide-open spaces, so my family understood the power of nature and the great outdoors. Nature play was encouraged, and a normal part of daily life. My childhood was spent on our farm with hours of unhurried play,” she tells Kochie’s Business Builders (KBB).
When Crews had children of her own, she began to search for a way to bring that experience of healthy living to her kids. Perusing the shelves for natural organic essentials Crews came up empty. Seeing a gap in the market got the canny mumpreneur thinking. She joined forces with her best friend of 25 years, Alisa Latto to develop their own product range and 123 Nourish Me was born.
Ethical and sustainable
“Alisa and I have a passion for creating beautiful products with simple ingredients. We knew that we could make a difference in the natural health world. We had a strong vision about what we wanted to achieve, which was to create an organic range for families that would reduce the toxic load within homes,” Crews explains.
With five children between them, the busy mums set about developing their range.
“We started 123 Nourish Me because we knew we could create something unique. We believed that by being mothers who cared about ingredients and wanted the best for our kids, we could create an amazing organic product range superior to anything else we had seen. We created the products we needed as mothers that we could not find.”
Purpose-driven at its heart
Crews describes 123 Nourish Me as a value-driven business. She and Latto are passionate about what they do. She tells KBB 123 Nourish Me is a heart-centred business, and staying true to its purpose to provide cruelty-free organic products to other Aussie families is essential.
“We care about our impact on our kids’ health and our planet. Our business is an extension of our values, and we don’t compromise on our values, ethics or ingredients – ever!”
Ethical and sustainable products and processes have become increasingly important to many Australians. The growing trend has proved a boon for 123 Nourish Me. However, Crews tells KBB it’s always been at the core of their business.
“Our business has been built around our values, and people recognise that we’re an honest, ethical company trying to make a difference to reduce the toxic load on families. Our community keeps growing exponentially because our values resonate with people who are concerned about what goes onto and into their kids.
“Our brand is all about using natural and organic ingredients to provide healthy everyday essentials to kids and families. We believe in nurturing confidence and wellness in our little people and having no nasties or hidden ingredients within our product range. We’re also keen environmentalists, and we believe in ethically made and environmentally responsible products.”
Taking 123 Nourish Me global
Getting their products out to as many families as possible has seen the brand join forces with Amazon. Crews says joining Amazon’s Launchpad channel has allowed them to grow their business exponentially.
“Amazon has been great. Essentially, they have provided another channel for us to sell to the public. We love that their customer service and delivery times are excellent. It allows us to get on and grow the business.”
As many Aussies struggled with lockdown and restrictions, Crews says it became clear that eCommerce was the most effective way to get their products out in the market.
“Ecommerce is the way most consumers shop now, so it’s vital to have a great online presence. Knowing how important eCommerce is, we broadened our platform from our online shop and social media to Amazon, so we were able to diversify our online presence.”
The pandemic also presented the brand with an opportunity: to educate consumers about the importance of reducing the toxic load in their homes.
“We have a strong focus on wellness and health, so there was a lot of education opportunity to teach our audience how to maximise their health potential during viral conditions. So we were able to meet the tone of the world climate through both our products and offerings.”
At the end of the day, Crews says 123 Nourish Me is all about ensuring the best option for their families health and wellbeing.
“We take our kids health seriously and believe that all kids deserve to be nourished and built into the healthiest versions of themselves! From the foods they eat to the products we use within our homes, to the emotional health and wellbeing of our kids – we take a stand for kids health.”
Find out more about 123 Nourish Me, here.