Cooee’s Indigenous cookies to reach Qantas passengers nationwide

Cooee Native Superfoods products will be served to Qantas passengers in a nationwide deal set to bring Indigenous flavours to over half a million travellers.

Founded by Wiradjuri entrepreneur and mother of eight, Terri-Ann "Tezzi" Daniel, Cooee Native Superfoods has secured a partnership with Qantas that will see its Nan's Jam Drop cookie-made with native Davidson plum-offered on domestic flights. The rollout will begin with all departures from Perth before expanding nationally, using a rotating six-week catering cycle over the next 12 months.

Cooee, an Indigenous-owned and allergen-friendly brand, showcases native Australian ingredients such as wattleseed, Kakadu plum and finger lime in its product range. The Qantas partnership is expected to distribute more than 500,000 cookies to passengers in the coming year.

Beginnings from necessity

Tezzi Daniel's business began at her kitchen bench, motivated by a personal struggle to find treats suitable for her family, particularly her triplets who have serious food allergies. Starting with only AUD $17.90 in her weekly grocery budget, she developed gluten and allergen-friendly recipes, one of which quickly turned into a bestseller and laid the groundwork for a successful business.

Cooee's products are now sold in hundreds of retail locations across Australia, including Woolworths Metro, Ampol Foodary, IGA and Spar QLD. Plans are underway to introduce family-size packs through Metcash and to expand further into Australia's "free-from" food market.

Showcasing native flavours

The company's product portfolio highlights the flavours of native Australian botanicals. Its Miyagan Collection-named for the Wiradjuri word for "family"-features items like Nan's Jam Drop and Jude's Vanilla Cream, which incorporates finger lime. Cooee has also broadened its reach by producing popcorn and Bunji pet treats, now stocked at Bunnings stores.

The opportunity to partner with Qantas holds special significance for Ms Daniel, blending personal heritage and business growth.

"I learned to make jam drops beside my grandmother. Sharing those flavours and our Indigenous story with half a million Australians in the air is truly surreal," she said.

Ms Daniel also emphasised the inclusive mission behind the Cooee range.

"Our cookies were created so everyone, regardless of allergies or dietary needs, could enjoy a great treat. Seeing them take flight on Qantas proves that inclusive food can also be extraordinary food."

Growth and investment

The expansion of Cooee Native Superfoods into the national spotlight has drawn significant attention and investment. The company recently secured AUD $1.5 million from Ochre Ventures to support further national growth and potential acquisitions.

The business is guided by a leadership team that includes Chair Anthony Owen and Hamish Thompson, former Vice President of Mars. Their experience in fast-moving consumer goods (FMCG) and retail strategy provides additional support as Cooee positions itself in major retail networks and airline catering.

Ms Daniel explained that the company's success is not only tied to product development but also its foundation in community values.

"We have built Cooee with community at its core," Ms Daniel said. "From our first local shoppers to major investors, our journey proves that celebrating Indigenous heritage and prioritising inclusive food is a recipe for success."

Wider availability

With the Qantas launch, Cooee Native Superfoods takes another step in its national expansion. The company's products will continue to be introduced to new audiences through retail partnerships and now, airline catering. The partnership is set to further promote Indigenous Australian ingredients and inclusive food culture across the country.