Saxon Joye: Made By Cow

When it comes to launching a revolutionary business product, sometimes you need to go against the grain to get to greener pastures.

 Source:  Instagram

Source: Instagram

Founder and creator of Cold-pressed raw milk company Saxon Joye did exactly this, making his independent dairy business “Made By Cow” the first company to legally sell cold pasteurised milk on a commercial scale in Australia. With an extensive research and development process and constricting legal parameters, Joye was granted regulatory approval to sell the milk in June this year, supplying Harris Farm Markets, About Life stores,  IGA’s and independent retailers across the country.

Gaining international recognition, Joye divulged the story behind the idea, challenges and game-changing tactics he used to ‘shake up’ the dairy industry. From it's conception in 2013, the development of Made By Cow Cold-pressed raw milk proved to be an extensive process.

 Source:  Instagram

Source: Instagram

Searching for an adequate dairy farm to produce the raw essentials for the product, Joye scoured across NSW for a suitable space, eventually reaching a husband and wife duo in Numbaa NSW with the modern farming practices and high quality milk of Jersey cows needed to produce the ‘spanking fresh quality’ necessary for success with the cold pressed method.

Joye acknowledges, “From that stage, it took years to get the science right and then design, brand and package the whole thing.”

“We were really lucky all the components came together. You know, it takes a village to do something like this,” he says.

In order to keep the ‘raw milk’ label, Made By Cow devised a ‘cold pressure’ method. “Milk is essentially pressurised at 7000 times atmospheric pressure to remove pathogens and bacteria, rather than being heated and pasteurized at 70 degrees.” Joye explains.

 Source:  Instagram

Source: Instagram

“We had to demonstrate we could reach equivalence to heat pasteurisation with harmful pathogens, so our cold pressed raw milk is considered as safe, or safer than other supermarket milks ” continues Joye. “We’ve done that.”

Despite the illegality of the sale of raw milk for human consumption in Australia, Made By Cow managed to demonstrate to the NSW Food Authority that it successfully eliminated harmful pathogens for safe drinking.

Since the official launch in June 2016, Made By Cow “Cold-Pressed, Raw Milk” has gained international recognition, selling out of shelf stock upon release. Making a remarkable impact in the constantly “splintering and fracturing” dairy industry, aside from it’s methods of production, Made By Cow has set several new precedents in the trend driven market. 

Moving away from decades-old methods of pasteurisation, Made By Cow also claims to pay dairy farmers 50% more per litre of milk above industry average, in which Supermarket’s plummeting milk prices to as low as $1 saw farmers suffer as a result.

 Source:  Instagram

Source: Instagram

In addition, the company’s slew of 250 Jersey Cow’s health and happiness are maintained under a system of ‘good herd management’, meaning each animal is free range, checked by vets and equipped with heat-time monitors to track the activity and sleep in real time, ensuring they are well looked after, and loved.

“Milk is such a wonderful, complicated liquid and so nutritious.”

Joye looks to expand his business, highlighting “it would be great to produce a cream, a yoghurt,  perhaps a cold-brewed coffee with cold pressed milk.”

“That would be a thing of beauty.” he concludes.

Hailed for its longer shelf-life, Joye acknowledges providing increased health benefits as a motivating factor in creating the product. 

Hailed for its longer shelf-life, Joye acknowledges providing increased health benefits as a motivating factor in creating the product. 

 Source:  Instagram

Source: Instagram

Appealing to hipster-types and health conscious consumers alike, the minimal processing methodology maintains the milk’s natural, wholesome goodness, increasing the amount of vitamins B1, B2, B12, A and potassium in each cup.

Joye divulged some of his tips for small business success, with a focus on “persistence over resistance” cited as his major focal point.

“I’m no guru at all with what I do, but I can definitely say that it is 1% inspiration, and 99% persistence that get you over the hurdles and puts your idea, or your creation onto the shelf.”

As an avid innovator in a saturated (or in this case, ‘homogenized’) industry, Joye’s determination and original product provided the optimal vantage point for maximum business success, offering customers a “mix of novelty and quality”. 

Currently, Made By Cow’s raw milk sells at $5 a bottle, well above the average Australian retail milk price of $1.31.

Known for it’s frothy finish and smooth, rich textures, Made By Cow’s innovative product adds the perfect kick to any pre-work, morning coffee.

Bianca Farmakis