The family decision that transformed a farm

A visit to Ashgrove Cheese is an assault on the senses. 

"What began as a bold move to escape commodity pricing has grown into one of Tasmania’s most recognisable agritourism success stories."

Immediately – it’s the smell. That comforting aroma of butter, bread and cheese combining for the perfect toastie.  

Through huge glass windows, skilled cheesemakers are putting on a show as they toil away at their craft. 

The Dairy Door is buzzing. We arrive just as a bus pulls up, filled with hungry cruise ship tourists ready for their next shore excursion.   

This is a legitimate tourist hotspot. A charming, rural culinary hub nestled in Tasmania’s north.  

It’s hard to believe it all started with just one fridge. 

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Future proofing the farm 

In the late 1980’s, on a dairy farm in Elizabeth Town, the Bennett family made a big call. 

“My uncle and my father decided they wanted to move away from commodity-based pricing and take control of their own destiny by investing in a cheese factory,” explains Richard Bennett, Managing Director of Ashgrove Cheese.  

It was a bold idea. At the time, dairy farming largely meant producing milk for processors, with little control over pricing or how the product would ultimately be experienced by consumers. For the Bennetts, the idea of turning milk into something local, distinctive and proudly Tasmanian offered a different path. 

Ahead of the curve 

When Ashgrove Cheese was established, the concept of taking food straight from paddock to plate was still far from mainstream in Australia, particularly in regional Tasmania. 

“Back then there wasn’t much paddock to plate operations going in this part of the world, and the idea of having tourism on the farm was a fairly foreign concept,” Bennett says. 

Yet the family could see potential. Tasmania’s clean environment, strong farming heritage and growing reputation for quality produce created the conditions for something new. And the Bennett’s were convinced customers would make the journey. 

“Looking back, that market was there, it was just waiting to be discovered,” Bennett reflects. 

Ashgrove’s beginnings were decidedly modest. There were no grand visitor centres or bustling cafes. 

“In the early days I think we started with a fridge and one or two people manning it, hoping someone would come in and buy some cheese,” laughs Bennett. 

But the family had ambitious plans: blend farming, food production and tourism into a single experience. 

A turning point for Ashgrove 

A major shift came during 2020, when the business invested in what it now calls the Ashgrove Dairy Door.  

“It’s been a revolution for us,” admits Bennett. 

Today, the Dairy Door is an immersive introduction to Ashgrove’s philosophy and practice. 

“We’ve got a large-scale cafe that really focuses on dairy as the main part of your meal and your experience when you come here. You get to try the cheeses and different recipes,” Bennett says. “You can see into the operations and how we make the cheese and learn about Ashgrove. And we also have a big retail part of the business where we sell lots of Ashgrove products.” 

It’s a model that also reflects Tasmania’s broader tourism story. Visitors are increasingly seeking authentic, local experiences that connect them to place, people and produce. 

“Tourism is such a huge part of the Tasmanian economy, and agricultural tourism plays its own part,” Bennett says. 

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A relationship built over time 

As Ashgrove has evolved, so too has its relationship with ANZ. 

“Ashgrove has always banked with ANZ. We’ve had a great relationship over time,” Bennett says. 

For Bennett, what matters most is having a banking relationship built on understanding. 

“Having that personal connection is important. Being able to not only send off a spreadsheet, but be able to talk through what a business plan looks like, and have someone that understands what you do, what your ambitions for the company are, and have that connection over time is important,” he says. 

Alicia Muling is Senior Journalist, ANZ