LittleOak is now nine years in the making, and as we celebrate our birthday, our founder and CEO, Elke Pascoe, reflects on our incredible journey. In this very special blog, she shares nine guiding philosophies that have shaped our little business, guided all our decisions, and brought us to where we are today. Over to Elke...
Children first, always
The world stops for us when it comes to children. At LittleOak, we make every decision based on what’s best for your child’s health and wellness. Not margin. Not profit.
Work with people you love
We are a family here at LittleOak – good, lovely people who are as passionate about children’s health as I am. And that will never change.
Never accept no as an answer
When I started this business, there were so many times I was told I couldn’t do what I wanted to do. I was told I couldn’t make formula from fresh milk, I was told I wouldn’t be able to use flaxseed. I was told I couldn’t deliver baby formula by drone. But I knew we could. If we can send people to the moon, I always say, I’m sure there is a way you can figure out solutions to every opportunity or challenge. There have been plenty of hurdles along the way, but a little determination goes a long way.
Never compromise on quality
I’ll never forget standing in the grocery aisle as a new mum, horrified by the formula options available. And much like today, they were full of synthetic rubbish. I knew then, as I do know, that LittleOak had to be the most natural option for our children when breastfeeding wasn’t an option. And today I’m so proud to provide families with the most natural formula in the world.
Be a good person
In business, it’s so tempting for people to make decisions or behave in ways based on greed. I’m from a tiny country town and my parents always taught me to be kind to people, treat them as you would want to be treated, and, above all else, do what you say you’re going to do. Being a good person in this big world is a good thing.
Try and make the world a better place
Every day we try to create a better world for our children, and yours – a world where no child goes to bed hungry and one where every child can thrive. This purpose is what drives us to grind and graft every day to bring better nutrition to you and your little ones.
Have an inspiration
When I wrote my first business plan for LittleOak, the opening words read “For Olive and Freddie.” My children inspire me each and every day to work harder to ensure you, and all parents, have access to the nutrition I wished for as a new mum.
Always keep pushing the envelope
Not a day goes by without us reflecting on how we can make everything we do even better. Better oils. Better ingredients. New ways of processing to maximise natural nutrition. New products to deliver essential nutrients to children. And, on that note, we have some very exciting news to share in 2026!
And above all else, have fun
We absolutely love what we do, and we love knowing that we’re making a meaningful difference for families.
From one mother to another,
Elke xx
