How I Got Here: Jenny Daniher and Cathy Owen from Garlicious Grown
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Admit it, we’ve all been there – stalking social media and LinkedIn profiles, trying desperately to figure out how the hell someone got their dream job.
It seems impossible and yet there they are, living out your career fantasy (minus the itchy business suit). It might seem hard to believe, but once upon a time, they were also fantasising about their future career, and with some hard work, they made it.
Welcome to How I Got Here, HerCanberra’s series that reveals everything you want to know about the secrets of career success. Recently awarded Platinum at the 2024 World Taste Awards for their black garlic paste, this week we sat down with Jenny Daniher and Cathy Owen to talk about the fascinating journey behind Garlicious Grown.
Existential crisis time: Who are you and what do you do?
We’re Jenny Daniher and Cathy Owen, best friends running Garlicious Grown, an artisan black garlic business based on two farms in Braidwood, New South Wales. We’ve been in the game for ten years now, offering an all-Australian, award-winning range of black garlic products. Our sales are multichannel – wholesale, retail, food service, direct to customers, and even export. We’re proud to report that our black garlic paste recently won a Platinum World Taste Award!
Black garlic is essentially oxidised white garlic, which develops a bold, umami flavour. It’s a perfect fit for foodies, health-conscious individuals, and anyone who loves restaurant-quality taste without worrying about garlic breath.
Let’s go back to when you were a kid, have you always dreamed of working in this industry?
Not at all! This venture was a fantastic way to add value to our farm life, offering us a flexible, family-friendly business opportunity. It wasn’t a childhood dream, but it’s been a perfect fit.
Tell us about when you were first starting out, what set a fire in your belly to get here and how did you do it?
Honestly, the business happened by accident. Neither of us would have been satisfied with just small-scale local markets. After a chance opportunity to offer tastings in Sydney, we quickly realised that there was a strong interest in premium, novel products like black garlic. The response was incredible – people loved it, and we saw the potential for growth.
We were also intrigued by black garlic’s rich, sweet, and savoury flavour. It’s now part of our daily menu, and we wanted to bring that excitement to others.
Recall a time when you wanted to chuck it all in; what did you tell yourself when it got too hard?
We faced a major logistical nightmare once, where transport issues beyond our control led to a buyer not getting what they expected. It was one of those moments where we thought, “Is this really worth it?” But we reminded ourselves that we were more than capable of navigating the problem, and that everything could be fixed with the right negotiation and attitude.
What was your biggest break?
Our biggest break came when we sought advice from a respected food journalist. They encouraged us to enter award programs, like the Sydney Royal Fine Food Awards – competitions we thought were way beyond our reach. But success breeds success, and winning opened up retail opportunities and motivated us to sharpen our brand and product quality.
What’s the best piece of advice you’ve ever received?
Never stop learning, and don’t say no to anything– take advantage of every opportunity that comes your way.
What is it about your industry that you love and what makes you want to pull your hair out?
We love food and the culinary adventures that come with being in the gourmet space. It’s a thrill to be part of this world. On the flip side, the headaches come from transport failures, damaged stock, and the endless job of educating people about what black garlic is and how to use it!
Tell us how you ‘stay in the know’ – what media do you consume?
We attend trade shows to learn, follow like-minded businesses on social media, and read glossy food magazines to stay on top of the latest food trends and sales opportunities.
Where do you see yourself in five years?
On the beach at Hamilton Island, having successfully handed over our business to a wonderful new owner! After ten years, we’re ready for new adventures, have the business on the market and there’s still plenty of potential in Garlicious Grown for someone else to explore.
Why should people follow in your footsteps?
If you’re after a fun, flexible career change, premium food is a fantastic industry. We’ve had amazing experiences – travel, new friendships, and plenty of laughs along the way.
What advice would you give your past self?
Prioritise your pricing matrix right from the start! It’s absolutely crucial to know your numbers.
Feature image: Cathy Owen (left) and Jenny Daniher (right). Supplied.
