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Self-described "kindergarten dropout" Tom O'Toole, founder of Beechworth Bakery. OPPOSITE: Abelina Da Silva Manus, 24, and Herminia Freitas, 22, of Timor, spent time with Tom to learn about baking and running a bakery that he set up in East Timor. IF SOMEONE had told Tom O'Toole as a teenager that he Tom dropped out of school at the age of 14 and worked at would one day employ more than 240 people and run six bakeries the Tocumwal Cordial Company for a couple of years before with an annual turnover of $15 million he would have declared becoming an apprentice baker at Hammer's Bakery. Home Pride them "crackers" or something a little more colourful. later purchased the bakery and sent him to work at Home Pride Even today, as he celebrates the 30-year anniversary of his Bakery in Beechworth. iconic Beechworth Bakery, he admits he's a little perplexed by his In 1974 he purchased a Beechworth site known as the Ideal success, but puts it down to learning to trust others, investing in Cafe and Milk Bar and opened a bakery that he later sold. Tom training and not being afraid to ask for help. then moved to Augusta in Western Australia, where he made his Tom, 62, who is never short of a word and has a string of the mark as a leading rural baker. most quotable quotes that he often reels off, describes himself as "I started doing things such as putting onion, bacon and cheese a "kindergarten dropout" who found it impossible to learn the on bread and rolls, and it just took off and went crazy," he says. alphabet because of dyslexia. But even though he is living proof A decade later he returned to Beechworth, repurchased the that you can succeed without a formal education, he certainly struggling bakery he had sold and opened the doors with just two doesn't recommend it. staff and 100 product lines. Pondering the key to ending up with a business that's among He now has six bakeries - in Albury, Bendigo, Ballarat, the highest earning single bakery retailers in Australia, Tom Beechworth, Healesville and Echuca - where more than a scratches his head and says part of it is continually setting goals million customers a year enjoy 257 tasty products, ranging from - with definitive dates. "Anyone can set goals but you have to berry-topped Snickerdoodles to scones. include dates to achieve them by - that's the secret," he says. Tom says there have been many memorable moments, such as "Even when we were young growing up in Tocumwal and we when he introduced cappuccinos to Beechworth. "We bought 30 were living in a tent with a dirt floor - mum and dad and five cups and saucers and thought it would be plenty, but we soon had kids - I set myself goals. One was to save up to buy a bunk for my to go back and buy more," he says. brother and I when we moved into a house, which I eventually did The bakery's famous beestings were introduced in 1988 and by saving money I earned from working on farms at weekends." took off, and then Ned Kelly pies became the signature product. He also made a few bob on hi way to school helping himself to Tom now sells about 100,000 a year. But those Ned Kelly pies later grub-infested a. pies from orchards an : . ~ chern. became a source of contention when a South Australian bakery Certificates and Diplomas in Agriculture and Horse Husbandry Tocal College is located on 2200 hectares in the Hunter Valley. Students get practical training on the College's large commercial farms. Tocal runs 1400 beef cattle, 120 stockhorses, as well as sheep and dairy cattle. Students gain industry experience on properties in the Hunter, Western NSW, OLD and NT. Scholarships A large number are available from $1000 to $5000 The College accepts students who have completed year 10, 11 or 12 and mature-age applicants. Celebrating the Beechworth Bakery's 30th anniversary this year are Christine O'Toole, Accommodation is available on campus. Marty Matassoni, Caleb Matassoni, Jo and Finlay Matassoni, Tom O'Toole, Vaughan Carter, Zach Percy and Lanie Donaldson. OPEN DAYS: September 26th October 3rd tried to stop Tom selling them. Tom fought for what he believed in and now owns the trademark rights for the name Ned Kelly Pies everywhere except South Australia. Tom also recalls the time when the Echuca bakery opened with a grand sale of apple pies for just five cents. "That went really well until we realised a staff member had inadvertently used salt instead of sugar in 500 pies," he says. It's also been a personal roller-coaster ride for the father of four, who says it wasn't until he turned 32 and his first ma1riage ended that he learnt to seek help while suffering from depression. "That was a turning point and I got help and that's my message to others - don't be afraid to seek help," he says. "There's always someone who will listen." He married Christine in 1986 and they have two sons. Tom says he also realised the value of handing over responsibility to others, such as 'Marty Mattasoni, who started part-time aged 13 as an afternoon boy to 'stack and crack' - shelves and eggs. He has been the general manager for the past eight years. Tom also believes in investing money in ongoing training for his employees. "Other bakery owners ask me, 'Why do you spend so much time and money on training your staff - what if you train them and they leave?'" he says. "My answer is, 'What if you don't train them and they stay?'" These days Tom also spends time giving back to the community at large, promoting causes such as Lifeline. In 2006 he travelled 2000 kilometres along the Murray River from Albury to Murray Bridge in a bath tub promoting Lifeline and is planning a drive to the Gulf Country in his Model A Ford, a purchase he made over the phone. "There are a lot of people hurting in rural Australia and they need to know Lifeline is there to help them," he says.Tom has also set up a bakery in East Timor to provide employment and ongoing training. "Baking is the world's second-oldest profession and it's a hard game to be in, but for me it is such a positive experience," he says. "Nothing makes me happier than having empty shelves after working in the bakery all day.It's not because there's money in the till, but because people have bought the product and they love it." But if he finds a half-eaten pie in any of his bakeries, look out! "I'll say to my staff, 'They've only eaten half the pie, what's wrong?' and they reply, 'It was their fourth bloody pie, that's why'," he says. Tom is well-known on the public-speaking circuit and loves retelling his story and motivating others. He has also collected many prizes for his business and tourism- promotion efforts. But one thing is for sure - he will always be more at home in his baker's whites than a suit, chatting to those who come in for yet another Ned Kelly pie or beesting. ~ iitl Department of NSW GOVERNMENT Primary Industries.