Written for the RRR Newsletter | Edition 31, Autumn 2005
Maureen Dobra, a lady passionate about the horticultural industry, received the 2005 RIRDC Rural Women’s Award with great excitement and humility. She has had a personal commitment to her industry for over thirty years market gardening lettuce, carrots and onions for the export market and successfully growing gourmet vegetables for the Western Australian market.
Maureen is a partner with her husband, Barry and her son, Kevan on their vegetable farm in Gingin north of Perth for the past 16 years.
In 1998, she inherited “The Loose Leaf Lettuce Company” from her daughters when they left home to travel the world. The Loose Lettuce Leaf Company was formed when one of Maureen’s customers wanted some little lettuce leaves. Her daughter, Deanne, saw a viable business proposition and encouraged her sister, Simone, to join her. After two years of striving and building up a reputation the girls decided to travel and Maureen and her partners “inherited” The Loose Leaf Lettuce Company, an unusual turn of events.
From the early ‘90’s the gourmet lettuce phenomenon escalated. Since “inheriting” the Company from her daughters, Maureen’s company now grows and produces a variety of salads and employs 30 local people, as well as up to 10 visiting backpackers. Through a change in marketing and packaging, the sales of her salads skyrocketed. Then through another change in marketing through an agent, the business has risen even further. So much so, that she has had a yearly increase of 30 – 40% in her business. Her business is focussed towards the café, hotel and restaurant markets.
Maureen practices total quality management, allowing her staff to have daily input into the business management and procedures. Through input of the staff, Maureen’s company has achieved Freshcare Quality Assurance accreditation and recognition as Farmsafe.
Maureen takes a great deal of pride in the employment opportunities they have created for women with families with the introduction of flexible working hours and the support they are able to give to the local community in Gingin.
“My staff make an important contribution to my business and I recognise their efforts with weekly awards and social functions,” said Maureen. “Late last year I organised a field day to promote the farm, the produce, the family, the staff and the Gingin region.” “
“Over 40 customers from the Perth Markets came up to see first hand where the farm was situated, how we grew the produce and how we washed and packaged it. Our staff were encouraged to mingle with the customers to answer any questions they might have in regard to the operation of the farm,” she said.
As well as being involved in her business, Maureen is Chairperson of the Gingin Telecentre. She also serves on the West Australian Vegetable Growing Network Committee and the Ausveg Committee. She is also generous in supporting the local community needs and the Gingin Expo. Last year, Maureen participated in the Structured Workplace Learning Program with the Gingin District High School and has since employed a young female trainee.
Maureen is very passionate and very proud of how far her company has progressed. From initially being a family business to today’s growth, it was very hard for Maureen to let go of the day to day reigns. But today, being in a management position, she is able to delegate, encourage, and develop new ideas for the company and staff. She is also able to network with others in the horticultural industry and also those in different agricultural industries.
Maureen’s business is recognised as one of Western Australia’s leading growers and suppliers of salads. Maureen is looking at opportunities to expand into the export market attending a food expo in Dubai in late February.