news & insights

In our new series of interviews, we caught up with Jo Patterson, CEO of natural cosmetics and medicine company Bod Australia. From importing medicinal Cannabis, to the importance of brand consistency for success, Jo reveals all. 

TELL US ABOUT BOD AUSTRALIA?

I launched Bod in 2013 and we’re a manufacturer and importer of cosmetics and natural medicine. This refers to a medicine that’s plant-based, but has all of the efficiency and evidence to be an actual medicine. 
The other part of our business is medicinal Cannabis. We’re currently looking at hemp-based cosmetics, but also medicinal Cannabis for therapeutic uses. Epilepsy, MS, cancer, anxiety, sleep disorders, the list is so extensive. The law changed in 2006 to make medicinal Cannabis legal for these types of issues, but it’s still caught up in a lot of regulation. But, we’ve just been granted an import license to bring it in, starting with Cannabis oil which we can sell, and supply to doctors or to pharmacists to prescribe. We’re going through clinical trials and it’s quite an extensive roadmap, but it will be a true game changer.

DO YOU DEVELOP THE PRODUCTS YOURSELVES?

We have seven brands and 30 skews, some of which we develop ourselves and some that we white label from a company in Belgium. They’re one of the largest natural medicine producers in Europe, so we look at their portfolio, look at what’s selling really well over there, what the growth segments are here, and then bring new products in.   

DO YOU REBRAND PRODUCTS FOR THE AUSTRALIAN MARKET?

Yes. Under Bod, which is the umbrella brand. Each product has its own brand and story, but it is brought to you by Bod. Bod is the stamp of approval. Ultimately, we want people to say “oh, it’s that Bod again” you know? “They do really good stuff.” 
But the priority first is building each product’s consumer brand. That’s easy when you’re a mature brand with a decent budget, but you’ve got to be a little more innovative when you’re growing.

HOW DID YOU GET THE IDEA FOR BOD?

I’m a serial entrepreneur. I ran a marketing and advertising agency for 10 years, billing $20m each year. Then I had a software company and now I’ve started Bod Australia. 
I’ve built brands for other people and I have a passion for health, skin care and natural medicines. I just saw a real opportunity in Australia to bring great brands to the country and distribute them. While other people were distributing products, none of them had the marketing background to do it successfully. 

BIGGEST CHALLENGE?

I’m listed on the Australian stock exchange, so I have to deal with investors, which can be challenging as a start up. You don’t have the history to forecast the future. And when you don’t have history, you have to put a line in the sand and manage people’s expectations around that. There’s lots of juggling.

BIGGEST REWARD? 

I think the reward for Bod Australia is yet to come. There are little wins along the way, but the real reward is really changing the face of medicine through Cannabis. It’s going to be a significant disruptor. 

HOW IMPORTANT IS HAVING THE RIGHT TEAM?

I have a team of nine now, based in Sydney and in Victoria. Many are in sales so are out on the road, and I think this will double by next year. I think people are your best assets. If you don’t have the right people, your business won’t work. A business is more than one person and I’m only as good as the people around me. 

WOULD YOU HAVE DONE ANYTHING DIFFERENTLY?

You know what? Nothing. There are absolutely no regrets. I’m really really happy with the decisions I’ve made. Is it easy always? No. But would I do it differently? No, not at all. 

HOW DO YOU JUGGLE BEING A MUM AND A BUSINESS OWNER? 

I’m a single mum to two girls and my way of coping with the different responsibilities is that I’ve become very good at segmenting. When I’m with you, I’m with you. When I’m at work, I’m at work. That means that when I go home, I go home. That’s it. When I walk through that door, I’m a mum. Segmenting, and sleep. That’s the secret. 

WHAT DO YOU THINK IS THE SECRET TO CRAFTING A STRONG AND AUTHENTIC BRAND?

That’s easy. Consistency. Consistency in message, consistency in promise, consistency in new product development. Consistent and disciplined brands.

WHO INSPIRES YOU?

I don’t think there has been one person who has remained my mentor throughout my career, apart from my Mum. My mentors changed frequently, as I move from business to business. But that’s a good thing I believe.
At the moment, due to the Cannabis, I’m really inspired by true disruptors like Richard Branson. In terms of past inspiration, Virgin Airlines, Rupert Murdoch,  Bill Gates, Nelson Mandela. The list goes on. 

SO, WHAT’S THE ULTIMATE DREAM?

To build these great brands and have them recognised in their own right. Also, to introduce to Australia some game-changing products that use medicinal Cannabis as their active ingredient for treating illness and generally making people healthier.

Written by: Emma Scott
Published: May 4, 2018