Woolworths commits to selling salt product from NSW man who lost brother to suicide

A new item will hit the shelves at Woolworths across the country. And while it has a sad backstory, it’s also raising money for a vital cause.

When Adam Mumford left his brother’s house one evening almost six years ago, he had no clue his sibling would, only a few minutes later, take his own life.

Police called Adam less than an hour after he left his brother, Jason Mumford, on a night in July 2018, with the shattering request to come an identify his body.

Adam described the sequence of events that followed, which included having to deliver the news to their mum, as “a very, very harrowing experience”.

Jason, a 50-year-old father-of-two, had been grappling with some troubles at work and the recent separation from his partner, but they weren’t hurdles Adam felt he couldn’t overcome.

Only a month earlier, he had been working on the launch of a mental health program in Lismore, in the NSW Northern Rivers, where he was the council’s city centre manager.

He was hopeful the program would go national the following year.

Jason Mumford was Lismore Council’s City Centre manager for several years. Picture: Luke Mortimer

“The program was a total success and we had a lot of support and participants. It was really, really cool,” Adam said.

“Then a month later, my brother took his life. It was a very, very difficult time.”

The death compounded the country’s worsening mental health crisis for Adam, who felt a deep desire to somehow contribute to change.

In memory of his brother, he developed a salt product named Soult – Salt with Soul.

Soult pushes all profits straight back into the community and has, in just 16 months, donated more than $10,000 to its charity partners.

In a recent exciting new development, the product – which has four different flavours – has been taken on by Woolworths, which will stock it in more than 200 stores nationally.

“Soult is designed to experiment with food, a conversation starter when cooking for or with friends and family,” Adam said.

“Each flavour represents a moment in Jason and my life – Lemon Myrtle (our childhood days filled with surfing and sand dunes), Chilli Chocolate (our love of California and Mexico), Rosemary & Garlic (grilling on BBQs & Sunday Roasts) and Salty Sweet (our love of sweets).”

Adam Mumford launched Soult in honour of his late brother.

Adam had originally established a food van selling hot chips with a variety of different salts, inspired by a quirky passion project idea Jason had about six months before his death.

Chip Inn with Jase opened nine months after Jason died and was quick to attract a wave of support from the community, but the van was ultimately sold and Adam opted to focus on selling the popular salt online.

All profits from Soult, which advocates the sharing of food and feelings, go directly to mental health organisations including Headspace and StandBy.

Adam, who has completed multiple mental health accreditations, hoped to launch his “share days” and “table it” concepts for use in homes, schools and workplaces.

He said while he had “tortured” himself thinking how he could have acted differently to prevent his brother’s death, he now accepted there was nothing he could have done.

Woolworths will stock Soult in 211 stores nationally.

“One thing everyone has to understand is, once it [the thought] is there, it is there. I could have done nothing more in my power at that stage,” he said.

While his brother’s death had been crippling, Adam said the one silver lining was the impact he was now driven to have on the broader community.

“I know my brother would be so proud,” he said.

“I take my time to reflect and see what is happening around me and I feel grateful. This path is so incredibly rewarding and as sad as it sounds, I have my brother to thank for that.”

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