Sallie Jones left Gippsland after high school thinking she had left farming behind. As the daughter of a dairy farmer, she grew up surrounded by cows, milk vats, and the relentless demands of farm life. Like many young Australians from regional communities, she headed to the city believing her future lay elsewhere.
But life had other plans.
A Decade of Grief and Purpose
A decade ago, Sallie's father, a respected dairy farmer and businessman, began struggling with depression. At that time, conversations around mental health were far less common than they are today. Families often navigated these challenges alone, without the language, understanding, or support networks that exist now. Despite their efforts, Sallie's father took his own life.
“It was the most tragic, heartbreaking thing for us and our family to go through,” she says.
At almost the same time, Australia's dairy industry faced one of its darkest periods. Farmers were under immense financial pressure, and communities across regional Victoria felt the strain. For Sallie, the overlap was impossible to ignore.
From Grief to Action: The Birth of Gippsland Jersey
As she became involved with the Warragul Farmers' Market, she watched more farmers struggle under the weight of uncertainty. “Other farmers were losing their lives,” she recalls.
What emerged from that grief wasn't just a business. In 2016, Sallie launched Gippsland Jersey with a simple idea: create a milk brand that paid farmers fairly, challenged the stigma surrounding rural mental health, and promoted kindness. What began as a small farmers' market operation has grown into an award-winning Australian dairy brand, but the purpose behind it has never changed.
Today, Gippsland Jersey uses technology at its heart to work with local dairy farmers across the region, ensuring more of the value created by Australian milk stays with the people producing it.
Supporting Farmers Beyond Fair Pay
For Sallie, supporting farmers has always meant more than simply paying them fairly. Through Gippsland Jersey's annual farmer calendar, podcast, and social media channels, she has helped give regional Australians a platform to tell their stories — something many had never done before.
“We have five farmers now that's supplying our factory and they are all very different characters with all very different stories to tell. They're not necessarily camera people. They're very much happy milking the cows. They love their cows and they love what they're doing,” she said.
One farmer from the podcast later told Sallie that sharing his experience publicly had helped save five other farmers' lives. “It is having an impact,” she said.
Technology as a Tool for Connection
Technology has become a critical part of that mission. Armed with nothing more than a mobile phone and her wifi connection, Sallie has been able to document life on farms, record interviews, produce podcasts, and share stories with audiences far beyond Gippsland. The same digital tools that help run her business have also helped create conversations around mental health in communities.
Sallie sees Gippsland Jersey as a living tribute to her father. She describes the business as his legacy — one built on the values he taught her growing up and the lessons she learned working alongside him. A decade after his death, those values continue to reach new audiences through every story shared and every farmer supported.
Award-Winning Success and a Father's Pride
When Gippsland Jersey was recently awarded Australia's Best Milk, there was only one person she wished she could tell first. “My dad would be so proud,” she said.
“For us, it's about paying farmers that little bit more. Often mental health issues are related to finances and there's a lot of pressure there. So in terms of that space — that's something that I'm really passionate about — making sure that we're able to be a business that's sustainable and one that's feeding the nation.”
If you need help in a crisis, call Lifeline on 13 11 14. For further information about depression contact beyondblue on 1300224636 or talk to your GP, local health professional or someone you trust.
