ably one of the best-loved cooks in the
country, thanks to the award-winning
ABC TV programme The Cook and the
Chef. But it is her eponymous food range
that is literally making her a household
name. You'll find Maggie Beer paté and
fruit pastes in your supermarket these
days, while her gourmet ice cream,
sauces and jams and wines are exported
globally. She has written seven inter-
nationally-acclaimed cookbooks and
contributes regularly to food magazines
around the country.
rant Management Group, which owned a
string of properties including Livebait,
Mecca and Mecca Bah. After leaving the
business last year, she is a now a restau-
rant consultant. Think Gordon Ramsay,
"but nicer," she laughs.
ing consultant Candice Edye, founder of
The Marketing Coach, breaks down the
process.
its category, usually because it is the first
to fill a niche with an original product.
"The first in a category is almost always
the leader, but it only remains the leader
if it backs up its promise consistently, in
all areas of the business," she says.
become her hallmark, and every product
in her range Donna Hay Magazine, 17
award-winning cookbooks, her signa-
ture cookware collection and even her
baking mixes all conform to her core
message: basic, quality ingredients, sim-
ply prepared and beautifully presented.
unapologetically hands on: "Everything
comes down to the details large or
small. That focus manifests itself in both
my food and my business," Hay says.
"Because I'm behind the brand, I feel like
I'm behind the scenes every day; I only
step out front for the occasional PR and
cooking demonstrations."
unpromising patch of land in a rural Vic-
torian backwater. Those few that did visit
generally only expected Devonshire tea
or a big plate of pub grub. With the help
of her husband Allan, Wolf-Tasker built
the Lake House by hand, on weekends,
while working a day-job in Melbourne.
She knew from the start that their own
success involved fostering the success of
their region: "I threw myself into regional
committee work on the local chamber of
commerce which evolved into the Tour-
ism Association. I've served on the local
marketing committee for over 16 years,
and I've been on the Board of Tourism
Victoria. I also serve on the Victorian
Food and Wine Tourism Council."
There are apple, cherry and chestnut
orchards down the road, berry farms,
cheese, organic pork, wagyu beef, honey
and aquaculture businesses, loads of or-
ganic growers and olive oil producers.
Much of the food she serves in the ho-
tel dining room is sourced from regional
suppliers, she holds an annual Farmers'
Market in the hotel grounds and her For-
age & Feast "treasure hunts" are a high-
light of the local calendar. And the hotel
and restaurant has blossomed. "We have
won virtually every hospitality award in
Australia and several international ones
as well. Guests come from all over Aus-
tralia and the world. We have one of the
world's most significant wine cellars
not bad for a small hotel and restaurant
in a little country village."
and maintaining a positive public image,
Edye says. "Use publicity to build your
profile, especially when you are new.
People are always interested in the new,
so use that to present your story in what-
ever forum best suits your business."