Passwell is a brand of Wombaroo Food Products, an Australian company that was founded by Brian and Roslyn Rich. Brian was an industrial biochemist and worked in the pharmaceutical industry as a production and product development manager. Roslyn was a hospital scientist, specialising in microbiology and haematology. In 1976, they established a research laboratory to investigate the nutritional and energetic requirements of native birds, in particular honeyeaters and lorikeets. In 1982, the laboratory was relocated from Sydney to Adelaide.
In 1987, Colin Rich joined the company. An expert ornithologist and aviculturist, he was instrumental in the introduction of the Passwell range of bird foods. Passwell’s Lorikeet & Honeyeater Food, Insectivore Rearing Mix, Finch Soft Food and Parrot Pellets & Crumbles are used extensively as maintenance diets at Taronga Zoo, Adelaide Zoo, Currumbin Bird Park, Gorge Wildlife Park, Territory Wildlife Park, Healesville Sanctuary, Department of Conservation and many local councils.