Melbourne-based Ryvalmedia has secured the media planning and buying account for Openway Food Co, a company with ambitions to lead the Australian health food sector. Openway's brand portfolio includes Red Tractor, Table of Plenty, and Keep It Cleaner, all of which are set to benefit from Ryvalmedia's expertise.

Openway Food Co's brands offer around 150 products, including sweet and savoury rice cakes, probiotic kefir, granola, dukkah (Table of Plenty), oats, granola, cacao powder, and chia seeds (Red Tractor), as well as fermented foods such as kimchi, and protein bars and powders (Keep it Cleaner). The company's recent engagement with Ryvalmedia was for the media planning and buying for the launch of Red Tractor’s Aldi x Foodbank initiative.

The healthy snacks market, worth approximately $1.8 billion per year according to IBIS World, is expected to grow 3.8 per cent per year over the next five years. Openway aims to capitalise on this growth with its diverse product range and a turnover exceeding $100 million annually. The company also boasts sourcing and manufacturing capabilities in Melbourne and produces private-label products for major retailers and brands.

"We are so excited to be partnering with such an experienced team as Ryvalmedia. Openway Food Co has been built around the principles of collaboration, transparency and agility and over the past 3 years we have focused on partnering across our supply chain, ensuring our brands work in harmony with nature’s finest ingredients, sustainable farming and responsible manufacturing practices to create holistically healthy foods," said Suzanne Morrison, marketing and innovation director of Openway Food Co.

Ryvalmedia, an Australian-owned, digital-first marketing and media specialist with performance, data, and analytics at its core, is part of the RyanCap group of marketing, data, and technology specialists. The company has offices in Sydney, Melbourne, and Brisbane.

Joseph Pardillo, managing director of Ryvalmedia Melbourne, expressed his excitement about the partnership, stating, "The opportunity to partner with Suzanne and the Openway Food Co team is a privilege, with their clear mantra and passion to make it easier to source, eat and trust healthier, great tasting foods. The partnership is a wholesome journey for our agency team, and we're equally as excited to navigate the new economy retailer market with them and drive growth in an important segment within the ever-fragmenting food and beverage category."