Man who lost brother to suicide wins support of Woolworths

When Adam Mumford left his brother’s house one evening nearly six years ago, he had no idea that just minutes later his brother would take his own life.

Police called Adam less than an hour after he left his brother Jason Mumford in July 2018 with a poignant plea to come identify his body.

Adam described the sequence of events that followed, including having to break the news to their mother, as “a very, very harrowing experience”.

Jason, a 50-year-old father of two, was dealing with some issues at work and a recent separation from his partner, but these weren’t obstacles Adam felt he couldn’t overcome.

Just a month earlier he had been working on the launch of a mental health program in Lismore, Northern NSW, where he was the council’s town center manager.

He hoped to make the program national next year.

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

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

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

In memory of his brother, he developed the salt product Soult – Salt with soul.

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

In a recent exciting new development, the product – which comes in four different flavors – has been picked up by Woolworths, who will stock it in more than 200 stores nationwide.

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

“Each flavor represents a moment in Jason’s and my life—Lemon Myrtle (our childhood days full of surfing and sand dunes), Chili Chocolate (our love of California and Mexico), Rosemary and Garlic (barbecues and Sunday roasts), and salty Sladko (our love for sweets).”

Adam originally started the food van selling hot fries with a variety of salts, inspired by an unusual passion project idea that Jason had about six months before he died.

The Chip Inn with Jase opened nine months after Jason’s death and quickly attracted a wave of community support, but the van was eventually sold and Adam decided to focus on selling the popular salt online.

All profits from Soult, a food and emotion sharing company, go directly to mental health organizations including Headspace and StandBy.

Adam, who has completed several mental health accreditations, hoped to introduce his ‘share days’ and ‘table it’ concepts for use at home, in schools and in the workplace.

He said while he “struggled” to think of how he could have done differently to prevent his brother’s death, he now accepted there was nothing he could have done.

“One thing everyone needs to understand is that once [the thought] it’s there, it’s there. There was nothing more I could have done at this stage,” he said.

While his brother’s death was crippling, Adam said the only bright spot was the impact he is now forced to have on the wider community.

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

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

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