The Udder Way replaces single-use plastic milk bottles in cafés with a reusable keg system. Instead of receiving dozens of plastic bottles each week, a café receives its milk in a sealed, HACCP-certified plastic keg — tapped directly into the coffee machine or milk fridge.

The model is circular: TUW owns the kegs, fills them at partner dairies, delivers to cafés, collects empties, then washes and refills. The café gets fresher milk, zero bottle waste, and less labour handling.

The keg is only half the product. Wrapped around it is a digital SaaS platform — the TUW App and Dashboard — that tracks every keg through every step of that loop. When you sell TUW, you are selling software-managed milk infrastructure, not just a container.

Every keg scan feeds the platform, and the platform pays everyone back. This is the heart of the pitch — learn it well.

Every keg is scanned at each handoff. The TUW App gives real-time visibility across the entire fleet.

TUW works with a network of partner dairies to fill and supply kegs to cafés. Each dairy operates under a partnership model — TUW provides the keg infrastructure, logistics platform, and customer-facing app; the dairy supplies the milk.

Partners span Australia and, through The Estate Dairy (TED), into the UK. MILK. is one of TUW's Melbourne-based partner dairies — a premium specialty-coffee milk brand with a strong café following.

A busy Melbourne café can go through 600–800 single-use plastic bottles per month. That's waste, storage space, labour, and cost — every week. TUW eliminates it, with infrastructure that's invisible to the end customer.

Tagline: Eliminating single-use plastics globally.

TUW kegs are made from LDPE plastic — lightweight, food-safe, and HACCP-certified. They are not stainless steel. This is important when talking to cafés: the plastic construction is what makes the keg affordable, circular at scale, and safe to recycle at end of life.

Each keg is sealed at fill and tapped on site. Milk stays cold, sealed, and unexposed until the moment it's used.

Kegs are filled with the full range of café milk types — full cream, skim, oat, lactose-free, and others — depending on the partner dairy's range. Each keg is labelled and colour-coded at fill for clear identification in a busy café fridge.

Every keg carries a scan tag (QR/barcode). The TUW App tracks each keg at every handoff: fill, delivery, in-use, collection. That scan trail is what turns a plastic keg into a managed digital asset — utilisation, dwell time, and loss risk per venue, in real time.

As Account Manager, you use the TUW Dashboard (not the driver app) to review keg activity per account, spot anomalies, and flag anything to Kristian. In account reviews, the data does the talking: show the café their own throughput and bottle-elimination numbers.

• Zero single-use plastic — every bottle replaced.
• HACCP-certified food-safe plastic kegs, washed between every fill.
• Less storage, less labour than handling dozens of bottles per week.
• Fresher milk: sealed until tapped, no light or air exposure during transit.
• Real-time keg tracking — cafés can see exactly what is on the way.

• Own a portfolio of TUW keg accounts — regular check-ins, keg utilisation reviews, issue resolution.
• Onboard new venues end-to-end: account setup, first delivery, keg orientation, 30-day follow-up.
• Drive volume growth — identify underperforming accounts and build a plan to grow them.
• Maintain accurate records in the TUW App; flag keg scan anomalies or discrepancies to Kristian.
• Identify and convert new TUW prospects in assigned territory; hand off to Kristian for commercial terms.

• Manage MILK. wholesale café accounts — monthly touchpoints, reorder management, complaint resolution.
• Represent the MILK. brand with a premium, restrained tone at all times.
• Identify upsell opportunities within existing MILK. accounts (new SKUs, volume step-ups).
• Flag pricing, supply, and product issues to Kristian. Do not make commitments outside agreed pricing.

• Weekly pipeline update to Kristian — new accounts, at-risk accounts, wins, open issues.
• Log all customer touchpoints within 24 hours.
• Attend weekly team check-in and contribute to monthly account review.
• Cover for teammates during leave; maintain continuity for all assigned accounts.

Short, punchy, weekly — to Kristian. Three things: what is going well, what is at risk, what you need. If it would not fit in a bullet point, it probably does not need to be in the update.

Work through modules 1–4 together, then both sign off below. This confirms the business, the products, and the role are understood.

These calculators are your primary pitch tool. Show a café owner exactly how many bottles they go through and what it costs — then show them the keg alternative live. Use them in a meeting or send the link directly.

A polished, shareable version of the TUW Sales Playbook. Good to send to a prospect before or after an initial meeting.

• Open the Venue Waste Calculator with the café owner present — plug in their weekly milk volume and watch the numbers land.
• The calculators are public links — share freely via email or message.
• For a MILK. account, use the MILK. Calculator rather than the TUW one.
• The flipbook is better sent after an initial conversation, not cold.

These four documents are your field guides. They cover how to pitch, how to onboard, and how to operate a café account day to day. Read them all before your first customer call.

Your system access is set up by Kristian on or before Day 1. If anything is missing, flag it by 10 am on your first morning so it can be resolved before the afternoon sessions.

Small team. Everyone covers a lot of ground. Aim for a 15-minute intro call with each person in Week 1.

• Weekly team check-in — attend every week, contribute your pipeline update.
• Monthly account review — full portfolio review with Kristian.
• Day-to-day: direct message Kristian for anything urgent; email for everything else.
• Lily for anything brand-related — do not send customer-facing materials without her sign-off.
• Samran for any system or app issues — flag early, he turns things around fast.

Tick these off as you go. Progress is saved in this browser.

• ✓
  Read the TUW Sales Playbook (in Playbooks above)
• ✓
  Read the TED Customer Sales Playbook
• ✓
  Read the TED-TUW Café Handbook and Pitch Handbook
• ✓
  Try each calculator tool — run a real café through the numbers
• ✓
  Log into TUW Dashboard and review at least 5 accounts
• ✓
  Log into Ordermentum and review the top 10 accounts' order history
• ✓
  Make first contact with at least one customer account
• ✓
  Shadow or join a keg delivery run
• ✓
  Intro calls with Ed, Lily, and Samran (15 minutes each)
• ✓
  Complete Week 1 check-in with Kristian — pipeline update format agreed
• ✓
  All systems access confirmed and working (Dashboard, Ordermentum, Xero, shared drive)

The goal for Week 1 is not to have all the answers — it is to know the right questions. Read everything, try the tools, talk to the team, and touch one real account. That is a great first week.

Once the Week 1 checklist is done and you have been through every module together, both sign off below. From here, Charlie owns his portfolio.