It was a double win for South Australian infant formula company mumamoo at the 2023 South Australian Premier’s Business and Export Awards, who won both the Small Business of the Year Award and prestigious major Business of the Year Award.
An annual soiree of corporate distinction, the South Australian Premier’s Business and Export Awards put a spotlight on South Australia’s best in business and export, spanning 11 business and 13 export categories.
The impressive wins are also a true move of girl power: mumamoo is South Australia’s first female-founded and owned infant formula company.
“We were honoured to be awarded the Small Business of the Year Award – but to win the coveted Business of The Year award was beyond expectation and is both incredibly thrilling and humbling,” says co-founder and Director of Business Development Belinda Humphris.
“We are still processing the enormity of the win considering the strength of business finalists, and are so proud that this award recognises our achievements to date.”
mumamoo, which saw its inception in 2021, swiftly cemented its place in the South Australian market through collaborations with prominent independent retailers like Drakes and Foodland. They also forged partnerships with the esteemed pharmacy chain, National Pharmacies, and simultaneously launched their e-commerce platform.
By the end of 2022, mumamoo’s reach was not confined to the boundaries of South Australia. The brand scaled impressively to have its products stocked on the shelves of nearly 1000 stores nationwide, including Chemist Warehouse.
“Even though we launched during the peak of the Covid-19 crisis, we were able to gain a foothold in the local market and gain incredible retail and consumer loyalty quickly – which only strengthened brand awareness interstate when we were available not only through our presence online, but in bricks and mortar stores nationally,” Belinda says.
This fully-female-founded powerhouse, steered by its four dynamic female directors, has always been more than just a business: it is a movement. Rooted in authenticity, mumamoo resonates deeply with its patrons and has forged a strong connection with their audience through their authentic story and support for all feeding journeys.
Plus, from its very inception, mumamoo has been championing a cause close to its heart.
“Since launch we have proudly committed a portion of all online sales to PANDA (Perinatal Anxiety and Depression Australia) in support of the work they for new and expectant parents – the journey into parenthood can be exhausting and isolating,” Belinda says.
“We recognise that not all feeding stories are straightforward and that all parents should feel supported no matter what their feeding choice is.”
View the full range of mumamoo products here and follow them on Facebook and Instagram.
More News
