Heather originally applied to the program to explore her idea for a mobile/semi-mobile abattoir. However, initial conversations with the F2F team highlighted the significant regulatory barriers associated with introducing mobile abattoirs into Queensland. As a result, Helen decided to use her participation in the Hatch Program to investigate new ways of value-adding to their existing cattle business.

After conducting interviews, Helen clearly articulated the pain points of the various customer segments. One of the key revelations from the interviews for Helen was the trust factors of the customers - if customers didn't know their butchers, they questioned the source of the meat and if the product is what it claims to be.

Harnessing the feedback and using the Lean Canvas methodology, Helen decided to explore multiple paddock-to plate scenarios ranging from selling directly to the consumers via traditional or online sales; selling through different outlets and aggregating supply from other producers; developing a 'pick your own cow’ offer to lead the consumer from production to consumption process; and developing a 'meal prep' value-adding business to sell fresh and frozen meals to consumers and food service operators.