welcome to segreti
Some secrets are worth keeping.
Handmade antipasti, wood smoked the slow way, since 1997.
It usually starts with a question.
Someone tries something off a friend's cheese board, stops mid bite, and asks
"where did you get this?"
That question is how Segreti has grown for nearly 30 years. Not through advertising.
Through word of mouth, one jar at a time.
Where it began
Segreti began in 1997, in our family home in Queensland. My dad Mark had a passion for creating flavours and a drive to build something of his own. My mum Erika had spent years in the deli world at Zone Fresh. Together they started with three products. Not three ordinary products. Three that nobody else was making.
It started small. Mum and dad dehydrating cherry tomatoes in our garage at home. What grew from that garage is now a full manufacturing kitchen and a range we are proud of. But the way we make things has never changed.
The name
Segreti is Italian for secret. Dad always said it felt right from the start.
Every product we make has something a little different about it. Something you can't quite put your finger on. A spice combination, a smoking technique, a finishing touch we don't shout about. That is the secret.
The name stuck because it suits us. We have never been a loud or flashy brand. We just let the food do the talking.
The honest truth is, we saw a gap. When we started, nobody in Australia was making a proper smoked olive. Wood smoked, slowly, the right way. So we did it. And once we started, we couldn't stop.
The next generation
Im Maddie,
The second generation owner of Segreti, and it is an honour. I even get to work with other second generation owners now, the kids of the people my dad worked with all those years ago. Some of the delis that stocked us in the early days still stock us today. Those relationships were passed down, on both sides of the counter.
Dad has handed down his secrets. Same standards. Same process. No shortcuts.
A new chapter
This refresh didn't come from wanting to erase anything. Dad's logo holds so much. There are stories in it, family in it, nearly 30 years of hard work in it. I will always love what it represents. But I am not my dad.
What stopped feeling right was the gap between what Segreti actually is, creative, bold and genuinely different, and how it was showing up. I want the brand to look like that. A little louder. A little more alive. A little more me.
So here is what matters most. Segreti isn't going anywhere. The products are the same. The process is the same. The obsession with doing it properly never changes. The bones are dad's. The rest is ours.
Our mission
The Finest Ingredients
Our products are manufactured using either local Australian seasonal produce, or only the finest imported ingredients where necessary.
never rushed
We are, and always will be handmade antipasti. The way it was meant to be. Theres a certain level of care that comes with high quality food, and we know you can taste that love in every Segreti product.
Family Orientated
We partner with various organizations in our areas that support creative endeavours for underrepresented communities and arts & crafts programs for youth and children. We want to help people pursue their creativity!
family favourites
