What MAURI does

MAURI is a wholesale bakery ingredient supplier operating across Australia and New Zealand, supplying bread flour, bread mixes, bread improvers and conditioners, baker's yeast, specialty flours (including spelt, rye, organic, BARLEYmax, and the recently launched Mauri 00 pizza flour), sweet goods mixes, gluten-free products, grains and meals, and complementary bakery items to industrial manufacturers, high-street bakeries, small to medium food manufacturers, food retailers, distributors, and export businesses. The company also operates a third business unit, Weston Animal Nutrition, which supplies animal feed products and ingredients (Weston Animal Nutrition, AusPac Ingredients, and CCD Animal Health), using by-products from flour milling in a circular economy configuration. MAURI was formed through the 2014 merger of Weston Milling and AB Mauri, and traces its heritage to Mauri Brothers and Thomson founded in 1872. MAURI operates as a division of George Weston Foods (GWF), which is in turn a wholly owned subsidiary of Associated British Foods plc (ABF).

The company's technical capabilities rest on wheat-quality expertise, controlled milling, and ingredient formulation. Proprietary or differentiated offerings include the Mauri Boost enzyme-based dough conditioner (capable of reducing gluten addition by up to 50%), Finetex chlorinated high-ratio cake flour, multiple baker's yeast formats (instant dried, compressed, and liquid cream), and licensed BARLEYmax wholegrain inputs from CSIRO. Through its strategic partnership with AB MAURI — a 52-plant, 32-country ABF network — Mauri accesses global bakery R&D, technologies, and ingredient innovation. Distribution is anchored by milling operations in every Australian state (excluding Tasmania and the Northern Territory), 100% Australian-grown wheat sourced locally to each mill, and in-house yeast production dating to 1953. Dedicated Technical Applications staff and Account Managers provide formulation and recipe support to commercial customers.

MAURI's revenue model is B2B wholesale with quote-based pricing on bulk pack formats (typically 12.5 KG to 25 KG, with smaller packs available for grains/meals). The go-to-market is sales-led, combining direct enterprise account management, a customer service phone/email channel (1800 649 494), a distributor network for smaller buyers, and dedicated New Zealand and export channels. The business monetizes one-time ingredient sales across bakery and animal nutrition verticals rather than recurring subscriptions, with adjacent revenue from animal feed products and ingredient distribution. Customer concentration risk is mitigated by a horizontal segmentation approach spanning multiple customer types; no single end-customer logo of disproportionate scale is disclosed. MAURI is private — no public ticker, no disclosed revenue, no funding rounds.

Name

MAURI

Legal name

Mauri ANZ on behalf of George Weston Foods Limited

Website

https://mauri.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

MAURI is a wholesale bakery ingredient supplier in Australia and New Zealand, providing flour, bread mixes, improvers, yeast, specialty flours, sweet goods, and grains to industrial manufacturers, high-street bakeries, food retailers, and animal nutrition customers. It operates as a division of George Weston Foods under Associated British Foods.

Ownership category

akta.pro rank

Product category

Bakery Ingredients

NAICS

Food Manufacturing (311), Bakeries and Tortilla Manufacturing (3118)

SIC

Grain Mill Products (2040), Food And Kindred Products (2000)

akta.pro primary industry

Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM)

akta.pro secondary industry

Bagged Retail Commodity Feeds (Small Pack Formats) (AFADAIAJ)

Keywords

• Bakery ingredients wholesale
• Bread flour milling
• Bread improvers concentrates
• Specialty flour blends
• Animal nutrition feeds

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Bakery Ingredients Wholesale: B2B wholesale supply of bakery ingredients including bread flour, specialty flours, bread mixes, sweet goods mixes, bread improvers, conditioners, yeast, grains, and other bakery items. Products are sold in bulk quantities (typically 12.5KG to 25KG bags) to commercial bakers, food manufacturers, and retailers. Revenue is generated through direct sales relationships with customers across Australia and New Zealand.
2. Animal Nutrition Products: Animal feed products including compound feeds, concentrates, and nutritional services through Weston Animal Nutrition, AusPac Ingredients, and CCD Animal Health businesses. By-products from flour milling are used to produce vital animal feed, following circular economy principles.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

MAURI is a wholesale supplier of bakery ingredients operating flour mills in every Australian state (excluding Tasmania and the Northern Territory) and sourcing 100% Australian-grown wheat. It provides commercial bakers, industrial manufacturers, food retailers and distributors with a full range of products including bakers' flour, bread mixes, specialty flours, sweet goods, gluten-free products, bread improvers and conditioners (notably the Mauri Boost enzyme-based dough conditioner), bakers' yeast, grains and meals, plus complementary bakery items. MAURI also operates an animal nutrition business through Weston Animal Nutrition, AusPac Ingredients and CCD Animal Health.

Product overview

MAURI is a division of George Weston Foods and a leading wholesale bakery ingredients supplier in Australia and New Zealand. The product portfolio is organized around core baking ingredients including: Bakers' Flours (Victory Premium, Maximus, Supreme, Wholemeal varieties), Bread Mixes (Soft White, Artisan, Crusty, Bun, Wholemeal, Rye varieties), Specialty Flours (including Mauri 00 Flour for artisan pizza, Spelt, Organic, and Wholegrain Milling organic/sustainable flours), Sweet Goods including the Classic Range of cake and sponge mixes, Gluten Free products, Bread Improvers and Conditioners (including Mauri Boost enzyme-based conditioner), Baker's Yeast (Instant Dried, Compressed, and Liquid Cream), Grains & Meals, and Other Bakery Items (fats, oils, sugars, fruits, spices). MAURI operates three distinct business units: Australian Bakery Ingredients, New Zealand Bakery Ingredients, and Weston Animal Nutrition (which includes AusPac Ingredients and CCD Animal Health). The company also partners globally with AB MAURI and Wholegrain Milling to offer expanded product capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Weston Animal Nutrition: Animal nutrition business manufacturing compound feeds, concentrates and nutritional services for commercially farmed animals in Australia and New Zealand
• AusPac Ingredients
• CCD Animal Health

Products and services

• Bakers' Flour Range Commercial bakers' flour portfolio including Victory Premium (high protein 11.5%-12.8% for premium artisan breads, sourdough, gourmet pizzas and frozen dough), Maximus Strong (high to medium protein 11.4%-12.0% for artisan breads, pizzas, grain/meal breads and frozen dough), Supreme (moderate protein for cakes, loaf bread, rolls, buns, baguettes, sweet pastry and muffins) and Wholemeal (100% wholemeal with all wheat constituents).
• Bread Mixes Professional bread mixes including Soft White, Artisan, Crusty, Bun, Wholemeal, Mixed Grain, Rye, Dark Rye, Viking Rye and Pizza Base varieties, designed to reduce time, storage space and labour while delivering consistent premium quality bread for commercial bakeries.
• Gluten Free Range High-quality gluten-free mixes for breads, cakes, muffins and more, blended in a dedicated manufacturing plant to ensure no cross-contamination with allergens, developed for commercial bakeries and food retailers.
• Mauri Boost Enzyme-Based Dough Conditioner Cost-effective, label-friendly enzyme-based dough conditioner made in Australia to suit local flour and baking conditions, engineered to lower gluten addition by up to 50% while enhancing dough strength and product resilience.
• Bread Improvers, Conditioners and Concentrates Range of improvers for dough conditioning, strengthening, relaxing, crumb softening and whitening including All Purpose Bread Improver, XL Improver, Complete Plant Improver, Soft Specialty Improver, Crusty Improver, CL Supa Soft Improver, CL Bread Improver, Universal Softener, CL Premium Softener, Relax Mix and bread concentrates.
• Sweet Goods Mixes Sweet mixes including cake, pastry, custard, donut, scone and pancake mixes (Classic Range varieties, Lam-Kote Mix, Choux Pastry Mix, Mauri Cross Mix, YRD Donut Mix, Cake Donut Mix and various custard and cheesecake mixes) for commercial bakers, cafes and food retail.
• Baker's Yeast Range of yeast products including Mauri Instant Dried Yeast (2x5KG and 20x500g), Mauri Compressed Yeast (16x750g and 12x1kg blocks) and Mauri Liquid Cream Yeast with consistent gassing activity and quality performance for various baking applications.
• Specialty Flours Extensive range including Rye Flour, Spelt White/Wholemeal, Organic Wholemeal, Soy Flour, BARLEYmax products, Wholegrain Milling organic and sustainable flours, Everest Soft Biscuit Flour, Finetex Hi-Ratio Cake Flour (specially processed chlorinated flour for high-ratio cake production where flour % is less than or equal to sugar %), Pastry Flour, Eagle Pie Flour, Milano Pizza Flour, Durum Semolina and various noodle and culinary flours.
• Mauri 00 Flour (Artisan Pizza Flour) Premium artisan pizza flour crafted in Australia to Italian Type '00' specification standards, developed in collaboration with Italian pizza flour experts and made with premium Australian wheat.
• Mauri Classic Range Sweet Mixes Versatile sweet mixes including Classic Arana Silky Sponge Mix, Classic Choc Brownie Mudcake Mix, Classic Crème Muffin Mix, Classic Hi Ratio Utility Cake Mix, Classic Madelena Rich Cake Mix, Classic Universal Utility Cake Mix, Classic Variety Loaf & Cake Mix and Classic White Blondie Mudcake Mix, with no artificial flavours or colours.
• Grains and Meals Range including Rye Meal, Harvest Meal Premix, Seven Grain and Seed, Mega Grain, Kibbled Rye, Crushed Rye, Kibbled Wheat, Kibbled Purple Wheat, Crushed Wheat, Kibbled Soy and Rolled Oats for health-focused bakery products.
• Other Bakery Items Wide range of complementary ingredients including sugars, salt, dried fruits, spices, fats, oils, shortenings, margarines, pie shortenings and pastry margarines for bakeries, cafes and food retail businesses.
• Weston Animal Nutrition Leading manufacturer and supplier of high-quality animal feed products in Australia and New Zealand, providing compound feeds, concentrates and nutritional services for commercially farmed animals from sites throughout Australia and New Zealand using by-products from flour milling under a circular-economy model.
• AusPac Ingredients Supplier of animal feed additives to the Australian market with a product range including amino acids, micro and macro ingredients and specialty nutrition additives, headquartered in Tamworth NSW with support sales offices in Sydney and Melbourne.
• CCD Animal Health Animal health products business providing nutritional products and services for commercially farmed animals as part of Mauri's animal nutrition business unit.

Quantifiable outcome

• Gluten addition reduced by up to 50% with Mauri Boost enzyme-based dough conditioner
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Wholegrain MillingflagshipChannel Partner/ Reseller/ Distributor · 1 January 2019Distribution partnership with Wholegrain Milling, owned and operated by the Neale family in Gunnedah NSW for over 40 years. Wholegrain Milling is Australia's largest supplier of chemical-free, sustainable, stoneground and organic baking flours. Their artisan flours are now available to Mauri customers across Australia through this partnership.
• AB MAURIcoreStrategic or Co-development Partner · 1 January 2014Mauri partners with AB MAURI globally to support and enable the world's bakers through yeast and bakery ingredients. AB MAURI has 52 manufacturing plants and presence in 32 countries (as at 2024), providing Mauri with access to unrivalled global bakery expertise, technologies and know-how.
• Australian Society of BakingminorOthersMauri partners with the Australian Society of Baking, an organization dedicated to promoting the advancement of baking science and technology, exchange of information, and interaction of baking industry professions.
• Baking Association of AustraliaminorOthersMauri partners with the Baking Association of Australia, an employer organisation representing the Baking Industry on a national level, representing member bakeries and allied organisations.
• Australian Export Grains Innovation Centre (AEGIC)minorOthersMauri works with AEGIC, which aims to be Australia's leading organisation for market insight, innovation and applied technology in the Grains Industry.
• Grains and Legumes Nutrition Council (GLNC)minorOthersMauri partners with GLNC, a not-for-profit company and recognised health promotion charity. GLNC is the independent authority promoting grains and legumes nutrition as part of a balanced diet.
• Grain Trade AustraliaminorOthersMauri partners with Grain Trade Australia (GTA), formed in 1991 to formalise commodity trading standards, develop and publish trade rules and standardise grain contracts across the Australian grain industry.
• EOI BakerycoreStrategic or Co-development PartnerMauri partners with EOI Bakery for recipe development. EOI Bakery products are used in Mauri recipes such as the Honey Mustard Chicken Pie recipe, demonstrating collaborative product development.
• CSIROflagshipOEM/ Whitelabel/ Licensing PartnerMauri is licenced by CSIRO to distribute BARLEYmax ingredients to Industrial Manufacturers operating in the Baking Industry. BARLEYmax is a proprietary wholegrain barley with enhanced nutritional properties.
• Weston Animal NutritioncoreStrategic or Co-development PartnerMauri's animal nutrition business unit operating as part of the circular economy - by-products from flour milling are used to produce animal feed. Weston Animal Nutrition is one of Australia and New Zealand's longest established manufacturers of high-quality animal feed products.
• AusPac IngredientscoreStrategic or Co-development PartnerAcquired by Mauri in 2022, AusPac Ingredients is a supplier of animal feed additives to the Australian market. Product range includes amino acids, micro and macro ingredients and specialty nutrition additives. Head office in Tamworth NSW with support sales offices in Sydney and Melbourne.
• CCD Animal HealthcoreStrategic or Co-development PartnerAcquired by Mauri in 2022, CCD Animal Health is part of Mauri's animal nutrition business unit providing nutritional products and services for commercially farmed animals.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Manildra Group: Australia's largest flour miller and a major producer of bakery ingredients, starches, and gluten. Directly competes with MAURI across the Australian bread flour and industrial bakery ingredients segment.
• Bob's Red Mill: US-based specialty miller focused on whole grain, gluten-free, and organic flours. Closely comparable to MAURI's specialty flour and gluten-free portfolio in product mix and target customer (artisan/health-conscious bakeries).
• King Arthur Baking Company: Premium US flour and baking ingredient brand serving both retail and professional bakers. Comparable to MAURI's specialty/premium positioning and brand-led differentiation in bread flour.
• Ridley Corporation: Leading Australian animal feed and nutrition company. Directly comparable to MAURI's Weston Animal Nutrition business unit, including compound feeds and nutritional services for commercially farmed animals.
• Laucke Flour Mills: Australian family-owned flour miller producing specialty, organic, and conventional flours for retail and commercial bakers. Direct competitor in specialty flour segments where MAURI also plays.
• Allied Pinnacle: One of Australia's largest flour millers and bakery ingredient suppliers, formerly Defiance Milling. Competes directly with MAURI in industrial flour, premixes, and bakery mixes.

Broad incumbents

• Cargill: Global agribusiness with significant grain origination, flour milling, and bakery ingredient capabilities. Operates at much larger scale and competes with MAURI through commodity wheat and ingredient supply chains.
• Archer Daniels Midland (ADM): Global food processing and ingredient giant with grain milling and bakery ingredient operations. A broad incumbent whose scale and sourcing footprint competes with regional flour millers like MAURI.
• AB Mauri (ABF global bakery ingredients): MAURI's parent division within Associated British Foods, operating 52 plants in 32 countries. Both parent/sibling and global benchmark — comparable as a global bakery ingredients manufacturer, with MAURI representing its ANZ presence.

Emerging players

• Kialla Pure Foods: Australian organic and specialty grain miller. Competes with MAURI's Wholegrain Milling organic/sustainable range in the premium and organic flour segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/1084514871
• Facebookfacebook.com/mauriaustralia
• Instagraminstagram.com/mauri_australia/?hl=en
• LinkedInlinkedin.com/company/ab-mauri-south-west-asia-pty-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MAURI