Owned and operated by Kiwis Mike and Christine Millar, Something to Crow About has evolved from an artisan stall selling roasted seeds at the Dunedin Markets to a manufacturer of a range of health foods, including roasted seeds, sprinkles, premium mueslis and superfoods. Owner Christine Millar shared with the team her story, and how the business has become what it is today.

What is your company background, how did you start the business?

“We purchased the business in November 2014 and relocated to its current home on the Hibiscus Coast, north of Auckland. Initially, Mike was working fulltime in the business on every aspect, but pretty soon it was clear to see that the business needed more resources, so I quit my marketing role and worked alongside Mike, as well as three other staff. We are excited to join the ranks of local producers offering great tasting, healthy food options to Kiwis.”

What are the current product range and variants and how do these products stand out in the market?

“Our products are handmade in small batches, so they are always fresh, of high quality, and wholesome. Moving forward, our goal is to include as many New Zealand-sourced ingredients as possible in our food. Currently, our range includes four premium mueslis. Two of these are gluten-free, including our bestselling paleo Almond Spiced Coconut and Orange Muesli. We also have roasted seed sprinkles in three flavours with a five-star health rating. They’re gluten-free and perfect for sprinkling over salads, roasted veggies and meat, plus we offer a growing range of superfoods. With great flavours and stand out packaging, the feedback we’ve gotten so far has been incredible.”

Has there been any recent company news?

“The company has been growing strong roots in the South Island and it’s rapidly spreading through the North Island thanks to the enlistment of Strikeforce NZ. So far, the impact has been so great that we’ve outgrown the 80sqm premises that we started off in and recently moved into a new 330sqm factory. So there’s plenty of space for expansion and allows for bigger dreams, both domestically and overseas.”

What are the plans for the business moving forward, is there any expansion on the horizon?

“Looking to the future we are entering the NZ Food Awards and have some exciting flavours and products in development.”

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?

“Our products are currently available to buy in the South Island at selected New Worlds, Raeward Fresh and Fresh Choice supermarkets. In the North Island, our products are available at Nosh Food Market and selected New Worlds, Pak’nSaves and specialist grocers. Our roasted seed range is available in selected Countdown stores in the North Island. Our products sit well in the mainstream grocery aisles, or free from aisles.

For more information on our range check out and for wholesale enquiries contact or your local Strikeforce representative.”