Cameron & George of Oat Bros
Cameron and George Downey bring different strengths to the table — one rooted in science, the other in finance. But they grew up in the same active household, deriving an aptitude for staying fit and healthy throughout life. This value system they share likely created the kind of brand clarity that others take years to build. Each menu item, brand activation and collaboration is aligned with sharp precision.
Below, we chat everything from their last good watch to how they utilise the humble oat as a vessel for community.
“I think from a brand stand point, we were very clear about honing in on one thing, just being known for that one thing and doing it really well. It’s just about owning one particular space so when you think of oats you think of Oat Bros.”
Let’s clear it up. Are you really brothers?
Cam & George: Yes. Really brothers.
What were you doing before you started Oat Bros?
George: Before this I was studying a Bachelor of Science majoring in Earth Science, so I was studying rocks, soil and water. I also worked in the Duck Island kitchen making the ice cream.
Cam: I have a background in finance and have also worked in wine.
How did Oat Bros come to be?
Cam: It was a lockdown project. Something to keep us busy while we were locked inside. Both of us had always been very active, but struggled to find a good breakfast product that wasn’t like a $6 pastry or a $25 bacon and eggs - there was never really anything in the middle that was really easy to eat, tasted yum and was good for you after exercise. So that’s how oats were chosen.
George: It was also something we were just kind of having ourselves after workouts anyway. We kind of saw the gap when a lot of people we knew were having it - no one was really selling it… yet.
Some people may wonder what’s so good about oats - can you clear that up?
Cam: I think from a brand standpoint, we were very clear about honing in on one thing, just being known for that one thing and doing it really well. We have variations on a theme like overnight oats, hot porridge and oat cookies. It’s just about owning one particular space.
George: I think as well it kinda ties into our brand - being a simple product that kind of explains itself, we’re trying to position ourselves as a simple, health-focused, almost wellness brand. Oats were the right product for us.
Who or what has been your biggest influence in shaping the philosophy of your business?
Cam: The biggest inspiration for me is my dad for sure. [Correction]. Our dad - we really are brothers. I think from the running and fitness side of things, if there is one thing he has kind of imbued in us, it's staying healthy and staying fit your whole life. That’s something we carry throughout the business. With our run club for example, wellness is deeply ingrained in the whole business.
Speaking of the run club, tell us about that.
George: The Oat Bro’s Run Club is pretty simple - it’s in the name. Starts down at the Made Sheds at 7am every Saturday. It is something we are both super proud of I think, seeing 20-30 people weekly or around 80+ people on our big mornings - So cool to see those people showing up for the brand, for themselves, starting the morning with a win.
Cam: It’s quite chill too. It’s a nice, relaxed pace, there is no pressure to run quickly. Then we all just hangout and have coffee and oats afterwards, thanks to Grey Roasting.
George, we see the vlogs and the people love it. Who has inspired your social media presence and how has this opened the door to new opportunities for OB?
George: It’s definitely opened the door to new opportunities - I think your reach you can get from the internet is crazy - we’re super lucky to live in a time where one video can go viral and anyone in the world can see it. Inspiration for me would be just sort of cafe influences who are big in the hospo scene, like Homeboy - Tom from Adelaide and our very own Dan of Grey Roasting. On Youtube, I'm always looking out for people like Casey Neistat and Austin Augie - think they’ve kind of paved the way in terms of documenting and vlogging.
What does the future of Oat Bros look like?
Cam: World domination - Paris, London, New York, Tokyo - that’s just next year…
George: The future for us is just growing the brand at our own pace, we’re always looking out for new opportunities that fit the next step for the business.
Cam: We’re doing some cool stuff with Auckland Marathon later this year as well as a few other good running events and popups which will be good.
Where do you find inspiration for new dishes or menu concepts?
George: From our community - friends and family is a big one. One of our staff Kat is really creative and always comes to us with really cool food ideas.
Quickfire:
Be honest - Do you ever get sick of oats?
George: Still not sick of them. I can say I had 2 bowls yesterday and we’re like a few years in so?
Cam: Every morning.
Go-to OB order?
Cam: Black Doris Plum.
George: Dulce de Leche, at the moment.
Current soundtrack on repeat?
George: For me, I’m doing a lot of techno and indie folk music. Weird mix…
Cam: Bicep at the moment.
Last good watch? (Show / movie)
George: Last night we watched The Guard which was a cool, irish police movie.
Cam: Very good.
George: 10/10.
PB Run Club time?
George: Ha. I don’t know - maybe 22 minutes?
Cam: Check my Strava. Nah, 20 something minutes?
George: That’s incredibly vague.
Favourite eat or drink at Made (aside from OB)?
Cam: I like going to Amphora every Friday evening to have a glass of wine with my Dad and brothers. That’s always lovely.
George: I like an acai bowl from Soul Bowl when the time is right. Second best bowls at Made.
On the Made wishlist right now?
Cam: Probably like a really mean dinner upstairs at Reggies, with friends and family. With a nice orange wine - they’ve got a really great one up there called Friends Indeed by Halcyon Days. Really good wine.
George: I’d probably just give Matteo from Pasta Paradiso a whole bunch of money to make me something really cool off the menu.
