A sparkling showcase of culture

About a decade ago, when an Indigenous undergraduate named Tara Croker walked through the door at News Corp’s Brisbane headquarters to start an internship in marketing, it felt a bit like stepping into another world.

“I’ll never forget it,” says Croker, a proud Wiradjuri woman who at the time was studying at ACU’s Brisbane Campus. “Walking into that shiny corporate building and seeing how beautifully dressed and professional everyone looked – it was daunting but exciting.” 

The young marketing professional quickly earned her stripes, climbing the ladder at the media company for six years before moving on to other opportunities. After a yearlong stint with CareerTrackers, a First Nations-focused not-for-profit, Croker scored a coveted role as a marketing manager with the global tech giant, Google. 

Never one to shy away from a challenge, she juggled her new job with an alluring passion project: a beverage company that would combine her entrepreneurial spirit with her Indigenous heritage. 

Enter Yaala Sparkling, a line of premium drinks made from native ingredients like Davidson plum and lemon myrtle, sourced from Indigenous wild harvesters and local farmers. The venture had so much potential that it would soon land Croker and her mother Mel a rare opportunity to appear on Shark Tank, the reality TV show for entrepreneurs. 

“Sharks, this is more than just a drink,” Croker told the show’s judges during her appearance in 2023. “This is a journey through the flavours of our land, and we’d love you to join us.”

She describes the experience as “a total whirlwind”. 

“I’ve always been a fan of the show, and to think that I was on it is surreal and still a bit of ‘pinch me’ moment,” she says. 

“To have the opportunity to share the story of Yaala and discuss First Nations culture, Indigenous business ownership and representation in the native food industry on national mainstream television was a powerful moment.”

Planting the seed

Tara Croker’s passion for plants goes back to her childhood, when her grandmother, a Wiradjuri woman, would prepare food made from homegrown ingredients. 

“My grandma was a big influence on me becoming a real foodie and plant lover,” says Croker, who was born on Darumbal country in Rockhampton, and spent her early years living in Nhulunbuy, a small town on Yolgnu country in the Northern Territory.

“I remember when I was young, she’d prepare all this food from plants she had grown and set up little picnics, and we’d go out into the bush for days at a time. That love of nature, plants and food has always been a really strong way for me to connect with culture.”

Years later, when it came to choosing a university course, Croker was guided by two of her other strong passions: business and travel. 

In 2014, she embarked on a dual degree in business administration and global studies, giving her an opportunity to study abroad and explore diverse subjects, from global development to post-contact Indigenous history. 

Croker says she “cherishes” her time at ACU, and in particular her connection with the Weemala Indigenous Higher Education Unit, which provides academic, cultural and personal support to Aboriginal and Torres Strait Islander students through their degree.  

“Having the Weemala unit on campus really created a sense of community and a safe space to connect and yarn with other Indigenous students and academics,” says Croker, who won Weemala’s Academic Excellence Award in 2014, and the Deadly Achiever’s Award in 2017. 

It also allowed her to nurture her passion for reconciliation and mentorship, which she has continued to pursue through her corporate roles and as a volunteer with various organisations.

“It’s been really pivotal for me to have that passion as part of my role,” she says. “So many elders have paved the way for us younger mob to come through and be in this space and to take on leadership roles in big organisations, and it’s really rewarding to pay it forward to the next generation coming through.” 

Honouring traditions

In early 2024, Croker made the decision to step away from Google and focus all of her energy on her burgeoning business, with a long-term plan to take it global. 

Though it might seem like an overnight success story, Yaala Sparkling has been years in the making. It’s a manifestation of Croker’s vision to build a business that honours the land and its traditional custodians.  

“In Wiradjuri language, ‘yaala’ translates to ‘the present moment’, and that’s a reflection of our vision to make vibrant beverage that brings the ancient wisdom and flavours of our land into the current day,” she says. 

“We’d love to see Yaala Sparkling celebrated as a truly authentic Australian drink. We want to share the beauty of our culture with everyone, and in a small way, hopefully work towards a more connected Australia that has a relationship with the incredible flavours that are native to this place” 

On a practical level, Croker hopes her success will encourage the creation of many more Indigenous-owned businesses, noting that First Nations representation is remarkably low in the native bushfood and botanicals industry, which is a significant and growing sector.

“Virtually none of that economic benefit is returning to First Nations people, and I want to play a part in helping that to change and seeing that number rise,” she says, adding that fellow Indigenous entrepreneurs had been among Yaala Sparkling’s greatest supporters. 

“It’s so heartwarming to see the pride and connection that other Indigenous people have when they see our branding and taste our product, and that’s really special. I get a similar feeling when I see other mob following their passion and reaching their goals. It’s like their success is mine too.” 

Keen to study business and forge a career in the corporate world? Explore the options. 

Find out more about Yaala Sparkling.