About Us


‘My Carrot Distribution’ was established in August 2015 by Ian and Amanda Richens, after identifying a gap in the distribution and sales market, available to route and independent grocery customers.

We aim to provide a ‘personalised’ service from manufacture to shelf and avoid the ‘box drop’ style of deliveries, which have grown to become the norm in distribution.

My Carrot works with the non-mainstream and local (where possible) brands we represent to ensure new and existing products are represented, sampled, merchandised correctly and activated where required to ensure the consumer is educated and to maximise the brands potential of sales to their ideal consumers. The outcome being educated consumers and satisfied businesses who enjoy working with the brands we identify and grow.  

The products we look to distribute need to tick a few boxes of being in the highest growth category of ‘health and well-being’ and preferably Australian (where possible). Utilising Amanda’s contacts and FMCG knowledge combined with Ian’s business solutions background, successful negotiations enabled them to secure several emerging brands across Australia forming the product portfolio to be offered to the new customer base.

We will continue to grow the portfolio of brands and products, ensuring we help the innovative, smaller Australian businesses grow and compete, while meeting the consumer’s latest requirements for health and wellbeing.




I believe your mental and physical health matters! Being passionate about coaching, business development and business success, I have had the privilege, and been given the gift, of combining these passions together over the last 25-plus years.

Committed and experienced in the FMCG industry, I have now worked within every aspect of the industry at all levels. Three years ago, I made the choice to create my own “start-up” distribution company and was responsible for fulfilling all roles from my home, including sales, marketing, advertising, coaching, stock controller, bookkeeper, warehouse manager, accounts, delivery driver, while also generating new business all in a single day! Based on the success of one of the brands represented, I was “poached” to join the team at a senior level and grow the brand nationally.

Today, I am proud to leave this business to return to my dream role of coaching others in their own business development and sales careers to maximise their personal and professional development.

Over the past 10-plus years, I have specialised in business development and sales growth across many strong brands within Australia, identifying areas of improvement and gaps in coaching environments that use dated techniques infield. My aim is to step up and encourage sales teams to step out
 of the norm of a typical sales role and ask themselves the important question: “Why?”



Your business matters! My speciality is generating improvement and CHANGE to your business’s advantage and benefit. With a passion for technology and the good fortune of having grown up in a successful family business, I’ve gained a strong analytical approach to making things work in a more efficient, economical and user- friendly manner in many environments within your budget.

I am a seasoned business and technology professional with over two decades’ experience covering all aspects of technology
and business, culminating in Solutions Architecture, Project Management, Business Analysis, Innovation, Management, Engineering and Operations roles. I can grasp conceptual developments quickly and pass on the implications and advantages to business with an absence of “jargon”.

Through working with my amazing wife and business partner, I have gained a strong understanding and vast experience of distributions, sales and operations in the (FMCG) Fast Moving Consumable Goods industry and LOVE IT! We are always looking at new businesses and products to present to the markets we have grown to know and understand in South East Queensland.

 “My Carrot” allows me to work with some amazing people across various businesses, further developing my growth of products, services and processes, which I utilise to help everyone I can while sharing my knowledge to the benefit of others.