On the cusp of Nature Impact Collective’s third round of collective giving, founding member and Director William Crothers reflects on his journey from business leader to committed philanthropist – and why collaboration is key to him making a meaningful contribution to nature repair and protection.
Beginnings
William Crothers began his professional journey in the dynamic Australian business environment of the 1980s. After studying commerce and law and working as a solicitor, he pivoted into the business world, joining his father’s dairy company Midland Milk in central Victoria prior to its sale in 1988. He then moved into dairy manufacturing for export with his venture Burra Foods, where exposure to industrial waste, pollution, and water conservation sparks a shift in perspective that shaped his future path.
“Over time I became increasingly critical of industries that fail to take responsibility for the pollution they create,” Will explains. “It is frustrating to see some benefit economically while leaving the public to deal with the pollution they make and its consequences.”
Years living and working across Asia witnessing both the devastating impacts of environmental degradation and inspiring examples of recovery and sustainable management in countries like Japan and Singapore, deepened his outlook.
“I thought that if they could do it, Australia could do better,” reflects Will. These experiences, combined with early connections to nature through Scouts and Outward Bound, led Will to reflect on humanity’s role as custodians of the environment.
“Plenty of Grass”
Will and his family established the Upotipotpon Foundation in 2016, named after a historic pastoral station and later town in Victoria near to where his ancestors settled. The name is believed to derive from local Aboriginal words pootang pootang meaning “plenty of grass.”
“I thought, well that’s a cute name… and we have got plenty of grass, and we want to share it,” said Will.
Focused on education, justice, health and the environment, the foundation reflected a conscious decision by the Crothers family to prioritise giving over wealth accumulation on their return to Australia. Over time, environmental stewardship became central to their mission.
“If we are serious about improving society and human wellbeing, we must also care for the environment we live in,” said Will.
Collaborating for Nature
Connecting with Jim Phillipson of Rendere Environmental Trust through the Australian Environmental Grantmakers Network was a pivotal moment. Together, they supported Landcare Victoria by funding its inaugural CEO – an initiative that demonstrated the power of combined resources and shared purpose.
“That taught me a number of lessons. It taught me the power of collaboration – the fun, satisfaction and impact of funding together.” said Will. “And of course it reinforced the satisfaction of empowering positive change.”
The seed was planted for something bigger, getting Will and Jim thinking about what could be achieved if they worked in a similar way with more philanthropists and resources. Partnering with the Gum Tree Foundation created the impetus for founding Nature Impact Collective in 2023 as a collective funding model designed to amplify impact for nature repair and protection across Australia.
The Collective Experience
For Will, the strength of Nature Impact Collective lies in its structured, strategic approach to giving – supported by a dedicated executive team – but the human-side of the process is equally important to him.
“By collaborating, and joining together with other funders, we are part of a larger, more sustainable giving model,” said Will. “Its not only much more fun doing it with others, but having a good team around you is also more satisfying and delivers greater impact.”
Through the Upotipotpon Foundation, Will and his family have significantly increased their commitment to environmental funding, now contributing three times more than originally planned.
“Nature Impact Collective has allowed us to connect with like-minded funders, integrate learning into our approach, and ultimately make better decisions for nature. The result is we are giving more, more confidently.”
William Crothers, Executive Biography
William Crothers is an experienced business leader and director with a long-standing career across Australia and Asia. Today, he dedicates a significant portion of his time to philanthropy through the Upotipotpon Foundation, with a growing focus on environmental repair and conservation.
Bachelor of Commerce/Law, Melbourne University.
Founded Pacific Medical Pty Ltd in 1989, later acquired by LMA NV.
Co-founder and director of Burra Foods Pty Ltd (1990–2016), an export-focused dairy processor.
Founder of BioRevive Pty Ltd (2001), a Melbourne-based natural health distributor (currently non-executive director).
Appointed Director and Group CEO of LMA NV in 2010; retired in 2014 following its acquisition by Teleflex (NYSE: TFX).
Director of Cadi Scientific Pte Ltd, a Singapore-based hospital IT company.
Founded Upotitpotpon Foundation, 2016.
Director of Nature Impact Collective, 2024 to present.
