In this episode of Product Makers Lab, I talk with Will Nicholl, owner of Maleny Cuisine—one of Queensland’s oldest condiment brands. What started as a leap of faith, buying an existing business and moving a young family across the ditch, has grown into a resilient, values-led food business with deep local roots.

Will’s story is a masterclass in practical innovation: from tweaking product names to resonate with customers, to making smart use of seasonal gluts and staying ahead of cost surges through strong supplier relationships.

We explore the subtle but powerful moves that have helped Maleny Cuisine thrive, including the decision to innovate after talking to customers, rather than before, and the role of family and food in sparking great product ideas.

This conversation is a must-listen if you’re growing a legacy brand, managing retail and food service channels, or trying to balance innovation with commercial practicality.

Highlights include:

* Taking over and evolving one of Queensland’s oldest condiment businesses

* Why, sometimes, the smartest innovation is a simple name change

* Leveraging trade shows and chef feedback to shape the NPD pipeline

* The hidden power of supplier relationships (and how they saved the brand during Covid)

* How international travel and family meals can feed product ideas

* The realities of pricing, distribution, and scaling a food product sustainably

* Why customer-first thinking beats internal hunches every time

* Will’s consulting work with emerging food brands through FAN

Learn more about Will and Maleny Cuisine:

Website: malenycuisine.com.au

Email: get in touch with will via the Maleny Cuisine Website

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