Millie entered the Hatch program with a product idea to create drinking straws from dehydrated oat stems. With the introduction of single-use plastic bans and transition to ‘greener’ alternatives around Australia and the world, Millie saw a gap in the market for a superior alternative to the current imperfect options on the market.

During the program, Millie undertook 15 interviews with women of a variety of ages that are conscious of their environmental footprint and who were willing to pay a premium.

The interview process highlighted one of the main pain points for customers was the sensory aspect of the alternatives to plastic straws - that paper straws become soggy, and rice and pasta straws could only be used in cold drinks and tended to taint the taste. Other common alternative straws include wheat, bamboo and grass straws, however consumers are increasingly aware that they are sourced from overseas, preferring to purchase local and Australian, but at the right price.

An important insight Millie gained from her interviews was that potential customers are skeptical of products being labelled ‘natural’ and ‘organic’, and that the concept of ‘green-washing’ is a growing issue among consumers.

The Hatch program gave Millie the confidence and practical skills to help validate her product idea as one that meets customer need and fulfils customer expectations.