Peanut butter connoisseurs, Fix and Fogg, is a business built around the notion of loving what they do, doing it properly, and giving back to the community that supports them. Thom Brooks chatted with the team about creating a strong social media following, donating to charity, and working on new varieties.
What is your company background, how did you start the business?
Fix and Fogg began in 2013 at local farmers markets around Wellington. Starting with a team of three, we put a huge emphasis on producing a healthy, premium product and a strong brand. Combining our principals and handwork we are now stocked in over 250 locations in New Zealand and Australia. Along the way, we have created a really strong social media following with approximately 17,000 followers across our networks. We take our social responsibility very seriously. Each month we donate peanut butter to a number of charities including Ronald McDonald House and the Auckland and Wellington City Mission.
What are the current product range and variants and how do these products stand out in the market?
Our current range has four varieties; Smooth, Super Crunchy, Smoke and Fire and Dark Chocolate. All of our varieties are gluten-free, vegan and made by hand. We use the best ingredients we can with hi-oleic peanuts from Queensland Australia, organic Marlborough sea salt, organic chillies from Kaitaia Fire, award-winning manuka smoke and Whittaker’s dark chocolate. Our Smoke and Fire variety is a one of a kind savoury/spicy peanut butter with a smoky start and lingering chilly finish. It has been a huge hit and was a finalist in The NZ Food Awards 2015. Our Dark Chocolate peanut butter is still a peanut butter at heart, not too sweet; it is a decadent but healthy alternative to other sweet spreads. Offering people a creative, premium peanut butter has proven to be very popular. We have put a lot of effort into our design and having the four varieties on the shelf together form a striking range.
Has there been any recent company news? What are the plans for the business moving forward, is there any expansion on the horizon?
We have a lot of exciting things on the horizon including new custom built production and dispatch headquarters in central Wellington. We also have several new varieties that we are working on which we are currently perfecting. Our new premises should help us become more efficient and continue to let us grow the business throughout New Zealand and Australia.
Where are your products currently available to buy, and are you looking at or wanting to expand your availability? If so, where would you like to see the product situated?
Fix and Fogg were recently ranged by Foodstuffs South Island and will hopefully be in the North Island too. We are looking forward to being more accessible to our customers and having more people try our unique products, especially the creative Smoke and Fire and Dark Chocolate. We are a premium brand and are happy for our products to sit at the top of the market.
Entries are now open for the 2016 New Zealand Food Awards, register your interest at http://www.foodawards.co.nz/.
