Bellamy's Organic

Bellamy's Organic is a major Australian organic infant formula and baby food producer, and is a wholly owned subsidiary of Bellamy's Australia Limited.

History
Established in northern Tasmania in 2003, Bellamy's was an early entrant into the organic food market, producing Australia's first organically certified baby food in 2003 and first organic baby formula in 2005. The company was founded by a small group of investors, including the Bellamy family, and was acquired by Tasmanian Pure Foods Ltd in 2007. To date Bellamy's is Australia's only producer of organic infant formula.

Range of products
The company's product range includes infant formula, follow-on formula, toddler milk, baby rice, baby porridge, apple and cinnamon breakfast, teething rusks, brown rice pasta, baby macaroni and spelt pasta, grain and fruit snacks, ready to serve baby meals, and vegetable macaroni. Products are developed for three specific age groups, targeting newborns (0–6 months), infants (6–12 months) and toddlers (1–3 years).

Certification
In Australia, the company's products are certified organic by the National Association for Sustainable Agriculture, Australia (NASAA); an independent certifying body authorised by Department of Agriculture, which also holds accreditation under the US National Organic Program (USNOP) and the Japanese Agricultural Standard (JAS). The company holds individual organic certification for China.

The company's formula and cereal products are certified Halal by the Islamic Coordinating Council of Victoria (ICCV). ICCV is the major Islamic organisation responsible for the certification, monitoring, and supervision of Halal food exports from Australia.

Domestic market
Bellamy's produces Australia's only certified organic infant formula product and is positioned as a "premium" brand within that domestic market. The company’s product range is sold through 3,000 outlets in Australia, including Coles and Woolworths supermarkets, independent stores, as well as an online retail portal. The group has a 12 per cent share of the broader Australian formula and baby food market and an estimated 95 per cent share of the organic segment of that market.

Export market and growth
The company is a major exporter of organic infant formula to the (estimated 2014) $1 billion per annum Chinese organic infant formula market. The increasing demand for organic baby food and infant formula in the Chinese market has been "spurred by a series of food scares, the worst being the death of six children who had consumed baby formula laced with melamine". Bellamy's began exporting organic baby formula to China in 2008, prior to the 2008 Chinese milk scandal; with that market currently comprising 50 per cent of Bellamy’s total business. The company has reported a growth rate of 70 per cent per annum over the period 2008 to 2013, and revenue growth of 900 per cent over those five years.

The company's expansion into the Chinese market and associated rapid growth have garnered significant attention within both media and academic circles in Australia  and internationally. CEO Laura McBain was recently awarded the Private and Corporate Award at the 2013 Telstra Australian Business Women's Awards.

The company also exports certified organic food to Hong Kong, Taiwan, Singapore, Malaysia, Vietnam, and New Zealand.