Top tips from Trade Partner of the Year Winner, True Foods
In the heart of Maryborough, regional Victoria, sits True Foods — a proudly family-owned Australian business that has grown to become the largest private employer in its region and a rising force in the national bakery scene.
What started as a flatbread and wrap operation just over two decades ago has flourished into a strategic supplier of innovative, health-focused products, stocked on shelves across the country. And in 2024, True Foods added another major milestone to its story: being named Woolworths’ Chilled, Bakery & Deli Trade Partner of the Year. Winning Trade Partner of the Year was a deeply emotional moment for the team, especially knowing they were up against some of the biggest names in the food industry. Simon reflected, “To be recognised alongside businesses like Bega and General Mills, and to take out the win, was incredible. It’s had a huge impact at the bakery. One of our owners was brought to tears, and bringing the trophy back to our people filled the whole team with pride.”
True Foods sees this recognition not as a destination, but as fuel for the road ahead. With a new look for Simson’s Pantry and the True Foods brand in the pipeline, a focus on consumer-led innovation, and continued alignment with Woolworths’ strategies for growth, the business is gearing up for even greater things in 2025.
“We’re a long way from finished. We’re proud of what we’ve built, but even more excited for what’s next.”
With a team of just over 300, True Foods has built its success not through size, but through a deep commitment to quality, sustainability, and collaboration. Over the past decade, True Foods has grown from a small presence in the international bread section to a category-leading partner, thanks in part to the success of its retail brand, Simson’s Pantry. Their commitment to better-for-you innovation, sustainability, and responsive customer service has seen them stand shoulder to shoulder with industry giants.
What makes this recognition especially meaningful is True Foods’ authenticity and agility. “As a family-owned business, remaining nimble and acting with agility are key drivers of ours. We listen closely to consumers and to Woolworths, and adapt quickly — competing on service, innovation, and relationships,” says Simon Campbell, Head of Sales at True Foods.
True Foods National Key Account Manager, Martin Heard echoed his sentiment, “Winning Woolworths’ CBD Trade Partner of the Year has been an incredible honour for True Foods. It’s a reflection of the dedication our team puts into delivering quality and innovation every day,” said Martin. He continued, “Working closely with the Woolworths team has been a truly collaborative experience — their support has played a key role in elevating the Simson’s Pantry brand and helping us connect with more Australian families. We’re excited about what the future holds and look forward to continuing this strong partnership as we grow together in the years ahead.”
True Foods’ retail brand, Simson’s Pantry, has earned a loyal following thanks to its focus on “better-for-you” innovation—high protein, low carb wraps that don’t compromise on taste. While originally breaking into the Woolworths range via a small number of international products, the brand’s presence has grown significantly, now playing a key role in category expansion and performance. The recent launch of a brand refresh aims to make Simson’s Pantry even more relevant and recognisable to everyday Aussie shoppers.
True Foods is committed to sustainability through demonstrable efforts to minimise environmental impacts; investing $2.5m into solar to power their bakery, and cutting 20 tonnes of plastic from landfill by re-innovating their packaging. More broadly, the team strives to cultivate enduring, values-driven partnerships.
“Being a family-owned, regional business, it’s embedded in our DNA. Our founders aimed to build something that would last the next hundred years.”
To other small businesses looking to make their mark, Simon offers simple advice; “Stay authentic, remain customer-obsessed, and look for where your goals intersect with your partners. That’s where you’ll find the magic,” he says. “You don’t need to pretend to be big. Just be real, responsive – and ready.”
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