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An Australian Mom’s Quest To Bring Her Favorite Yogurt To The States

Business

Koel Thomae is arguably the world’s biggest yogurt enthusiast. Her ferocious love for the dynamic dairy product and her dedication to experiencing the coveted “taste moments” led her to founding noosa with Rob Graves in January 2010. Noosa crafts premium, creamy yogurt with only ingredients of the highest quality; from Madagascan vanilla and Guittard dark chocolate to raw wildflower honey and fresh whole milk from the noosa farm in Colorado. Plus, noosa does not shy away from decadence, all of their products are full-fat. Thomae happily declines a seat on the ever-popular health food bandwagon—she’s all about flavor, not about counting calories.


“I was working in IT at the time and was literally having the soul sucked out of me...so I did some soul searching and food has always been this sort of common thread in my life and passion point, and Colorado has this amazing natural foods community, so I said, ‘I’m going to work in food, I don’t care what I do. I’m going to break in'"

Why did Thomae choose noosa as the brand name? Well, its namesake holds the charming story of the company’s inspiration. Prior to tying the knot, Thomae brought her now-husband to meet her family on the sunshine coast, and it was at Noosa (the place) that they planted the seed for noosa (the yogurt). “[My now-husband and I] were walking back from the beach and I stopped him at a local corner shop,” Thomae says. “I spotted this clear container—there was no branding on it, but there was a pop of passion fruit puree, so I picked it up. A few minutes later I was having my first taste and thought that it was the best thing I’d ever eaten. That sparked selfishly a desire to eat the yogurt more than once a year.”

Earlier in her “pre-noosa life” (as she likes to call it), Thomae was dissatisfied with her job and seeking out change. She says, “I was working in I.T at the time and was literally having the soul sucked out of me... So I did some soul searching and food has always been this sort of common thread in my life and passion point, and Colorado has this amazing natural foods community, so I said, ‘I’m going to work in food, I don’t care what I do. I’m going to break in.’” Thomae stayed true to her word, doing exactly that upon returning to Colorado. She readied herself for entrepreneurship by extensively researching the yogurt field and soon flew back to Australia to get a loose license agreement for the yogurt that inspired noosa.

Fast forward to a Colorado coffee shop, fated it seems, as it was there that Thomae spotted a flyer about Graves’ dairy farm, just as she was on the lookout for a dairy partner to bring her company to life. “He thought I was crazy,” Thomae says with a laugh, “so I told him I’d come back in two weeks with actual yogurt samples and he’d believe me. My mom shipped the yogurt from Australia. He had that same taste moment. So it’s sort of this story of somebody selfishly motivated by their own stomach, and two complete strangers bonding over a taste moment. And sort of throwing caution to the wind.”

“What’s made us so successful is being self-manufactured and staying true to who we are and that commitment to quality. When we think about innovation and flavor, it’s always like, ‘It has to taste wow.’ It has to taste as close to the real fruit as possible.”

It’s safe to say the yogurt fanatics of today would not call their stomach-motivation selfish, as they now have a brand they can rely on to pack a flavor punch and excite their taste buds on a daily basis. Yes, they’ve got classic flavors like blueberry and peach, but they also carry unique combos like Blackberry Serrano, Orange Ginger, and Raspberry Lemonade.

Noosa’s latest innovation comes in the form of an innovative packaging, once again thanks to another brilliant female mind at the company. “There were certain flavors we just couldn’t do in our 8 ounce format,” Thomae admits, “so we brought in two really smart, savvy women who divide and conquer on sales and marketing, and our head of marketing was like, ‘What if we created a custom pack where we could do two different flavors?’ So this is taking great combinations and allowing people to either eat one flavor at a time or mix and match. This allows our customers to have their own food adventure and us to deliver it in a way that I don’t think anyone else on the market is doing.” They’ve got Pineapple Coconut for that seaside feel of sipping a tropical piña colada, as well as Caramel Apple for a nostalgic trip back in time to childhood fairs or fall strolls through an orchard.

“When you talk to any entrepreneur, there’s always an element of luck. It was late 2008, the biggest financial crisis, and we were like, ‘let’s keep going.’ And certainly bucking all of the category trends as far as low fat or no fat, and here we come with whole milk, full flavor, big tub.”

"So this is taking great combinations and allowing people to either eat one flavor at a time or mix and match, sort of have their own food adventure"

The eight years since noosa saw the light of day, or the light of refrigerators in select stores across the country has been both challenging and rewarding. At the very start, Thomae was working two jobs and still struggling to make ends meet. She’d grown up watching her mother do the same thing—having two jobs, emerging in the entrepreneurial world—so she knew it required nonstop persistence, but that didn’t make it any easier. Thomae recalls feeling left out of her social sphere, “It was a weird time because social media was starting which was great for the brand but on a personal level I was like, ‘I’m working 24/7 and all my friends are having this perceived fun lifestyle,’ so I had to block that out.”

At the end of last year, noosa finished at $220M, the silky smooth yogurt’s popularity skyrocketed. So what’s next for noosa, now that a solid fan base has been built? That would be a “side-hustle campaign”, which will involve choosing five winners to help create noosa’s next innovative flavor. “It’s called Flavor Finder, and we’re opening it up to everyone,” Thomae explains, “so winners will essentially get flown to Colorado and we’ll do a deep dive into how it’s made and the culture. Each of the five winners will get a $2000 stipend for travel or however they’re going to unlock the next big flavor for noosa.”

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Lifestyle

What I Learned From Dating Younger Men - It's Refreshing and More Authentic!

"There are no good men out there," yet another woman my age declared. At 50, I was freshly divorced after two decades of marriage and motherhood. My unhappy marriage had shattered my faith in men and romantic relationships. Based on my ex-husband's opinion of my sexual appeal, I was afraid my naked body would cause future lovers to run screaming from the room. Rather gleefully, I announced to my girlfriends that I was done with men, and sex, forever.


For the first year, I got tangled in my sheets alone every night, overjoyed to have the bed and my body to myself. I felt liberated by divorce—free to be me, skip showering, and make dinner for one. But it bothered me when women decried the scarcity of men, because I'd known so many good ones—college boyfriends, my brother, my best friend from business school, etc. The first of many naked truths gradually crept up on me: I was not going to find my juju again through self-help and yoga. The feminist in me didn't want to admit it, but going for too long without men was akin to starvation.

I didn't want another husband. But I needed men, a lot of them.

The universe signaled its approval by sending Mr. Blue Eyes to me at an airport. He was 29 and perhaps the sexiest man I'd ever kissed. Being with him convinced me, pretty decisively, that men were going to heal me, even though men had destroyed me many times before. I became the female incarnation of a divorced, clichéd older man: I bought a sports car, revamped my wardrobe, and took younger lovers. "I want five boyfriends," I told my best friend KC after that first tryst ended. "Sweet, cute, smart, nice. Enough that I won't get too attached to one." My message from the frontlines of divorce at 50 is that to restore your confidence as a woman, especially in the wake of a crushing breakup, try dating outside your comfort zone, expanding your dating pool to include partners you might never have considered before. It may not be the recipe for a lasting union, but in terms of rebuilding your self-esteem, it can work wonders.

The first thing I noticed—and liked—about dating younger men is that they didn't want to marry me or make babies with me. And I didn't want that either. Frankly, I didn't even want them to spend the night. Since I'd been 11, I'd been taught to seek out and value men who wanted commitment. To my surprise, I found it refreshing, even more authentic, to be valued not for my potential as a mate, but instead for my body, intelligence, life-experience and sexuality.

And the sex! I quickly realized that—warning, blanket stereotype coming—men under 40 are more straightforward and adventurous than older men, maybe since they were raised with the Internet. You hear so often about the scourge of crude, sexist online pornography; and I agree that the depersonalization of women as sexual playthings is deeply destructive to all genders. However, from sexting to foreplay, I found younger men uniquely enthusiastic about getting naked and enjoying sex. Every younger man found my most erotic zones faster than any man my age ever had, with a lack of hesitation men over 50 seemed unable to fathom.

Also, about my big fear of getting naked in front of a younger man? Completely unfounded. I started to shake when Airport Boy took off my sundress in our hotel room. Had he ever seen a woman my age nude? How could I stand to be skin-to-skin with a body far more perfect than mine? I had given birth to eight-pound, full-fucking-term babies. I'd nursed them, too, and at times by breasts looked (from my view at least) like wet paper towels. "You have a spectacular body," he told me instead, running his hand over the cellulite on my stomach that I despised. That night I learned that younger men who seek older women accept our physical flaws—they don't expect perfection in someone 20 years their senior. These men taught me to see my body through a positive, decidedly male lens, to focus on the pretty parts (and we all have them) rather than the flaws that we all have too, whether you're 19, 29 or 59.

I even found the pillow talk lighter, easier and more intellectually stimulating, because a younger man's world view differs so vastly from the pressures of my 20-something kids, annual colonoscopies, 401K balance and mortgage payments. They have simple financial problems, like "Can I borrow a few quarters for the parking meter outside?" or "Do you have any advice on consolidating my student loans?"

Everything feels simpler with younger men. Men under 40 seem less threatened by assertive women; they grew up with them. They like cheap beer instead of expensive wine. They don't snore (as much). Leftovers a 55-year-old would scoff at look good to them. Their erections NEVER last more than four hours. Their hard-ons end the old-fashioned way and 45 minutes later they are ready for more.

But what I enjoy most about younger men is not the sex, or the cliché that they make me feel young again—because they don't. Younger men make me feel old, and to my delight, I like that. I feel valuable around younger men, precisely because I am wiser and more experienced in life, love and between the sheets.

I know I'll never end up with one for good. The naked truth is we don't have enough in common to last. One recently put it exactly right when he told me, "I love this, but there's always gonna be a glass ceiling between us." That lack of permanence, the improbability of commitment and "forever," doesn't mean I can't pick up a tip or two about self-esteem, and enjoy the magic of human connection with younger men. And vice versa. The experience can enrich us both, making us better partners for people our own ages down the road.

*My viewpoint is from the perspective of a heterosexual woman, because I am one. But change the gender identification and/or sexual orientation to whatever works for you and let me know if the same advice holds true. Thank you.