MARYBOROUGH, VICTORIA
Locally made.
About Us
True Foods is a modern-day success story of the Fast Moving Consumer Goods (FMCG) industry, with a genuine people focused culture and burning ambition for innovation and ongoing sustainable growth.
We remain 100% Australian owned and operated specialist manufacturer of Flatbreads and associated pantry products.
Our team is determined to build a business that enhances the lives of those in the communities in which we operate and is a source of pride for everyone who joins our True Foods family.
“ We’re confident you’ll love consuming our products as much as we love making them.”
Through passion and pure grit, we have successfully introduced, driven and maintained a high-quality product range available nationwide at leading retailer supermarkets and supplying the Foodservice industry.
True Foods Timeline
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2003
True Foods was established in 2003 in suburban Melbourne and begun manufacturing flatbread.
2008
True Foods begun manufacturing for leading Retailers, supplying Foodservice customers and contract manufacturing for other well-known brands. An additional tortilla line was purchased to continue manufacturing wraps.
2011
True Foods purchased the old Nestle site in Maryborough and moved to Regional Vic with more than 40% of our staff packing up their lives and moving to Maryborough.
2014
Installing a brand new line and more capacity, Coles Private Label wraps are launched.
2017
The Simson’s Pantry brand is created and launched exclusively to Coles with a range of large wraps.
2018-2020
With our natural passion for sustainability, True Foods installed over 3,300 solar panels (1.25mW solar farm) to our Maryborough factory.
2020
Simson’s Pantry launched our ‘Better For You’ sub-brand including high protein, low carb range.
2020
True Foods wins the Coles Sustainable Supplier of the Year award based on multiple initiatives around our environmental footprint. This included changing from zip-lock to seal strip reseal which has saved significant plastic waste from landfill.
2021
We continue investing in cutting-edge equipment, commissioning a state-of-the-art tortilla production line. True Foods Indian product range are rebranded under the Simson’s Pantry name, with an expanded selection of naan and roti.
2022-2023
Simson’s Pantry core range (white and mixed wholegrain) wraps and pizza bases launch into leading retailers nationally.
2024
Simson’s Pantry celebrates an extremely successful year winning a variety of different Retailer and Foodservice awards.
- Canstar Blue ‘Most Satisfied Customer’ for flatbreads & wraps.
- Winner of Advantage’s Top Ranked Bakery Supplier of the Year
- Winner of Foodland Sustainable Supplier of the Year
- Awarded KFC Supplier of the Year
- Awarded the Woolworths Chilled & Bakery Trade Partner of the Year
2025
Simson’s Pantry wins back-to-back Canstar Blue ‘Most Satisfied Customer’ award again. We are proudly Australia’s most loved wraps!
2025 & beyond
True Foods and Simson’s Pantry continue to innovate and bring first-to-market products that quickly become household favourites. Our portfolio includes wraps, flatbread, naan, roti and pizza bases.
Our Values
At True Foods, our people are passionate about teamwork and innovation, and most importantly, delivering quality products to all our customers.
“It is the people behind the process that make our products great.”
Our diverse management team, with expertise in food manufacturing, sales, technology, logistics, finance, and marketing, helps us successfully bring products from concept to market. We’re committed to creating a safe, healthy work environment and staying true to our beliefs, true to our products, and true to our customers.
Accountability
“We do what we say, and we never let our team mates down”
Determination
“We are determined to succeed.”
Collaboration
“We are greater together as one team”
At True Foods, we’re proud to work with a diverse mix of Australian and global brands delivering to supermarkets nationwide and servicing the foodservice sector with care and consistency.
True Foods collaborates closely with partners to stay ahead of trends, develop innovative market-leading products and optimize supply chains through lean manufacturing.
We are proud to be awarded Canstar Blue’s #1 in Wraps and Flatbreads for the second year running. We continue to drive consumer engagement and market growth as the category captions.
Brand integrity is important to us. Backed by Australia's strongest independently audited quality systems, we uphold the best-in-class quality standards and are audited against to achieve high accreditation in global recognised standards.
We continue to work closely with our partners to bring new products to life to meet evolving customer needs.
Quality
SAFETY
We prioritise workplace safety through proactive risk management and rigorous OH&S standards. True Foods are members of SEDEX and are audited to global 4 pillar SMETA standards in ethical standards to ensure that our people are the highest priority in ensuring a safe work environment. Our team deserves a safe, rewarding environment, just as our customers deserve safe, high-quality food.
SUSTAINABILITY
True Foods operates and adheres to the strategic environmental policies in line with National and Local Government Standards. We are committed to reducing waste, improving energy efficiency, invest in sustainable practices and minimising our environmental impact.
Our Simson’s Pantry brand is manufactured using 100% renewable solar energy.
Quality & accreditations
Our Quality programs and practices are led by experts in Quality management systems, microbiology, hygiene and food technology to uphold accreditation in the highest food safety standards. True Foods maintains certification in BRC, HACCP, RSPO, Halal, Kosher, CFMSR, Yum and Aldi ensuring all of customers’ needs are met and trust maintained in product quality.
Our Leaders
“Good, better, best - never let it rest - till your good is better - and you’re better, best."
JASON
Jason Baker, the Managing Director of True Foods, has over 20 years of food manufacturing experience. Previously at George Weston Foods, he held senior roles in growth strategy and manufacturing. Prioritising safety, quality, and leadership, Jason strives for continuous improvement, and remains focused on building a sustainable and competitive future for True Foods.
KEITH
Keith de Vries, a qualified Food Technologist, founded True Foods in 2000. Starting with French crepes in a small factory, his passion and persistence have shaped True Foods into a leading manufacturer. As a Director and major shareholder, The Big Kahuna (as he is affectionately known), focuses on growth opportunities, driven by his commitment to Lean Manufacturing.
MARK
Mark Thurlow, is joint owner and Director of True Foods, having merged his business, Empower Foods, with True Foods in 2007. With a background in finance and business banking, he is passionate about efficiency and innovation in manufacturing. Mark holds a Bachelor of Business Administration, majoring in Finance from Monash University and champions flexibility, integrity, and respect in business.
Executive Team
ZARA
Zara Austin, our Head of Operations, oversees True Foods with a focus on manufacturing excellence and data-driven decision-making. Zara brings 15+ years’ experience in food operations, supply chain and continuous improvement.
Skilled in leading high-volume, quality-focused environments, Zara drives seamless coordination while fostering an empowered, team-oriented culture.
SIMON
Simon Campbell, Head of Sales at True Foods, leads the commercial strategy with particular focus on customer partnerships, team building and sustainable growth. With over 20 years of experience in sales, category management, and strategic planning, Simon brings deep market insight and a collaborative leadership style. He is passionate about driving value for our partners while uncovering new opportunities for mutually beneficial innovation and expansion. Simon’s approach blends strategic foresight with hands-on execution to deliver results that matter.
MARK
Mark Malak, our Head of Marketing and Growth brings over 15+ years’ experience in FMCG, retail and consumer health sectors. Mark leads marketing and growth strategy, driving visibility, engagement, and expansion. With a strong background in brand development, communication, digital marketing, and innovation, Mark combines creativity with data-driven execution to keep True Foods innovative and competitive.
TANIA
Tania Byrnes, our Head of Supply Chain at True Foods, brings over 20 years of experience in supply chain and operations across FMCG manufacturing sectors. She leads the end-to-end supply chain function, encompassing procurement, warehousing, logistics, customer service, and planning. Tania is passionate about building high-performing teams and driving operational efficiencies, consistently delivering improved business outcomes through the implementation of best-practice supply chain strategies.
JASPREET
Jaspreet Kaur, our Head of Finance & IT leads True Foods’ financial strategy with a sharp focus on precision, performance, and sustainable growth. With over 15 years of experience across finance and manufacturing, Jaspreet is passionate about leveraging technology to enhance financial systems, streamline reporting, and support digital transformation across the organisation.
She holds a Bachelor of Information Technology and a Master of Commerce (Professional Accounting) and is an Associate Member of CPA Australia.
Community
SIMSON’S PANTRY
True Foods was proud to launch Simson’s Pantry portfolio, available at Coles, Woolworths and leading Independent stores nationally. Explore our retail range of diverse products on the Simson’s Pantry website here.
Within the Foodservice channel, True Foods has evolved and re-branded to Simson’s Pantry. Explore our Foodservice products here.
MDHS CHARITY GOLF DAY
The MDHS Charity Golf Day raises funds for essential healthcare services at Maryborough District Health Service. True Foods is proud to be a major sponsor, helping make a lasting impact in our community.
HEALTHY LUNCH KITCHEN BALLARAT
The Ballarat Healthy Lunch Kitchen plans to produce up to 38,000 meals to support priority local schools/communities who are experiencing socio-educational disadvantages. True Foods is proud to supply their wraps to create a range of versatile meals for students.
ENERGY BREAKTHROUGH
The Energy Breakthrough brings students, teachers, parents, and local industry together to drive innovation in energy. Held annually in Maryborough, we are proud to support its success.
