How winning the Smart50 Resilience Award “opened doors” for Charlie’s Fine Food Co.

Melbourne-based manufacturer of baked treats and former winner of the Smart50 Resilience Award, Charlie’s Fine Food Co., has announced the launch of its latest creation Apple Crumble Bikkie Bites into 800 Coles stores across the country.

“The collaboration with Coles was a progression from the launch of our Mini Cheese Bites during Covid. We’ve always been passionate about providing high-quality, delicious treats to as many people as possible,” Jacky Magid, Charlie’s co-owner and sales and marketing director, tells SmartCompany.

Expanding on the development, Magid said Charlie’s worked closely with the Coles category team to develop a ‘better for you’ cookie. 

“They were very supportive and pushed us to achieve the fine balance between taste and a 4-star health rating. 

“We’re all incredibly excited about this opportunity to reach a wider audience and introduce our Apple Crumble Bikkie Bites and our iconic Melting Moments to new customers,” she said.

A pivot that changed Charlie’s fortune

Founded in 1995, Charlie’s Fine Food Co. once primarily catered to airlines and hospitality businesses. In 2019, it was recording annual revenues of $8 million.

However, that figure dropped to zero in March 2020. This led to a strong pivot by co-owners and husband-wife duo Ken Mahlab and Jacky Magid. 

The management team utilised the downtime during the Covid lockdown, alongside the support of JobKeeper, to strategise and ultimately secure a multimillion-dollar deal to export to a large retailer in China. Charlie’s team then went on to build a strong retail presence.

Charlie’s Fine Food Co.’s new financially sustainable model also contributed to an “overflowing” pipeline of retail customers, the business told SmartCompany in 2021.

The business’ new trajectory eventually led Charlie’s Fine Food Co. to win the Smart50 Resilience Award for 2021.

“Winning the Smart50 Award was very humbling,” Magid tells SmartCompany.

“[The] award was a significant milestone for Charlie’s. It validated our commitment to innovation and adaptability, especially during challenging times.

“It boosted our credibility and opened doors to new opportunities. It also instilled a sense of confidence in our team, motivating us to reach even greater heights despite the challenging market conditions of price increases and decline in consumer spending.”

Elaborating on the company’s approach during an ongoing cost of living crisis, Magid says the business is mindful of the challenges being faced by customers.

“Charlie’s is committed to offering value without compromising on quality. We’ve focused on providing affordable treats that are still packed with flavour. 

“Additionally, we’ve explored opportunities to optimise our production processes to reduce costs without affecting product quality,” she says.

However, this is not the first time the business has kept the community front of mind.

During the Covid-19 crisis, Charlie’s made food contributions to not-for-profit FareShare and also provided care packages to local cafe owners and frontline workers.

And for other business owners hoping to emulate Charlie’s Fine Food Co.’s success, Magid has some solid advice: “It’s essential to focus on understanding your target market, building a loyal customer base, and adapting to the ever-changing business landscape”. 

“Building a successful small business in Australia requires passion, perseverance, and a strong belief in your product or service,” she adds.

“Don’t be afraid to take risks – and remember failure is not the opposite of success, it’s part of the journey to success.”

Entries for the 2024 Smart50 Awards are now open. Nominate your business here. 

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