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One of Australia's greatest retail success stories.


Tom O'Toole: baker extraordinaire, kindergarten failure-turned-author and inspirational speaker, and founder of the famous Beechworth Bakery.

He may be somewhat small-town, but small-town or not, he is a marketing guru who dares to - and does - walk the talk. O'Toole is to Beechworth Bakery what Colonel Saunders is to KFC. But unlike the Colonel, Tom isn't content with being a cardboard cut-out. He wants to talk, be seen and be heard. He gives Beechworth Bakery its unique character.

Tom O'Toole is a juggernaut in the competitive world of retail marketing. A self-confessed kindergarten dropout from dirt-poor origins who didn't know his ABCs, he is living proof of the power of striving for your dreams. With a formidable sense of humour and an enthusiasm bordering on inspired frantic madness, he has spearheaded the rebirth of a dying country town by turning his bakery into a phenomenon of Australian small business, which continues to gather strength and speed.

Tom is a firm believer in getting out of your comfort zone and daring to be different. Says he, 'In every town and business, there has to be the wow factor; wow is the answer'. It is precisely this almost obsessive thinking outside the square, this continuous pushing of the envelope that keeps Beechworth Bakery far from being just another run-of-the-mill food outlet. It is this attitude that ensures the $15 million turnover every year (and counting), making Beechworth Bakery one of the top-selling retail bakeries in the Southern Hemisphere.

Tom's passion for spreading the word on motivation and achievement has resulted in a natural 'metamorphosis' with speaking engagements throughout Australia and overseas. He happily shares the secrets of his success through a range of products, articles, DVDs, workshops and speaking engagements, and is a rare act to follow. When he talks, all distractions fall by the wayside. The sudden crescendo in his voice is like caffeine to his audience; everyone sits up and takes notice. No exceptions.

In 2018, he was awarded a Queen's Birthday honour for services to local business and for his incredible charity work.

I spoke to several of our Hoteliers after the presentation and Tom got they all thought he was fantastic because they could all relate to some of the management pit falls that they had fallen into and felt Tom was humorous and inspirational in getting the message across how they could improve their businesses. Liquor Marketing Group

Excellent. Tom's presentation was inspirational and entertaining. He captured the attention of a young group of managers and held their focus for over the hour he spoke.


Thanks for a wonderful session, and which really was John Cleese on steroids! It is amazing how these things work out, Tom's message dovetailed directly in with a number of our other presenters. It was truly entertaining. Thanks to Tom, we would not hesitate to recommend him to anyone else.

PGA of Australia

Tom was a terrific speaker, and provided a very lively diversion from the technical content of the conference. His dynamic style and obvious passion for what he does kept many in the audience on the edge of their seats throughout the presentation.

William Buck

Excellent. Exceeded all our expectations - hilariously fun and motivational yet filled with numerous business tips and words of wisdom. Reaches all levels. Highly Recommended.

WA Tourism Commission
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