Plant-Based Natural Goodness
- Type: Retail and Wholesale
Grater Goods is a Christchurch-based manufacturer and retailer of premium plant-based delicatessen foods.
Musician Flip Grater, to whom Grater Goods owes its name, was in Paris recording an album in 2012 when she was struck by the opportunity to blend European culinary culture with her own sustainably-minded ethos. Thus the business was born. Back in Ōtautahi, Christchurch in 2018, Grater Goods was founded by Flip and her French husband Youssef Iskrane with the mission of marrying the pleasure of delicatessen fare with the impact of plant-based food.
Flip herself has been dedicated to making delicious plant based food for over two decades. Her experiences have been well documented in her travel and cooking journals as well as her plant-based cooking and parenting blog.
Fast forward to today and Grater Goods employs a dedicated team of 17 across their deli-café and manufacturing operations, both located in Christchurch, as well as sales, accounts and marketing.
The product range has been designed with quality and versatility in mind, inspired by the care and passion of European delicatessens. From Pastrami to Sopressa, Roast Furkey to (award-winning) BBQ Beet Bangers, these gourmet products can be enjoyed as part of a meal, a platter, a picnic, paired with wine, or simply enjoyed on their own.
From small beginnings, the business has already grown beyond Flip’s wildest dreams, with sales having grown more than 20x since the first year of operations. Along the way, Grater Goods have continued to solidify and diversify the business model, adding burgeoning online and wholesale channels to their physical presence in Christchurch.
Now, with an eye to the future, Flip and her team are raising growth capital to accelerate their push into New Zealand grocery and start making steps across the ditch into Australia. Using their growth from Ōtautahi across New Zealand as a template, starting with specialty stores and foodservice partners in Melbourne.
- Operating at the Intersection of Multiple Tailwinds
The impact of a plant-based diet on the wellbeing of both consumers and the planet is well-documented. Grater Goods is poised to benefit from the Sustainability and Better-For-You tailwinds, and the resulting exponential increase in demand for plant-based products that is already underway.
- Trailblazing a Niche in a Growing Category
In Australia and New Zealand, nearly 50% of consumers regularly seek out foods and drinks labelled “plant-based”. Additionally, 25% of adults say they are eating more plant protein than they did in 2020, nearly 30% of adults eat meat alternatives at least once a month or more often, 40% of those aged 18–44 do so, and 33% of restaurant diners aged 18–34 are increasingly seeking out vegetarian/vegan options as a first choice on menus. With a focus on plant-based delicatessen items, Grater Goods are charting their own course in a growing broader category.
- Strong Early Traction and Growth
From NZD $55k in the first year of operations, Grater Goods are on track to pass the $1m mark in turnover this year. In FY22, having grown the business profitably until then, the decision was made to invest for the future of the business, reinvesting profits to turbocharge growth. Nonetheless, Grater Goods have a clear path to profitability once more by FY25, and from a larger top line.
- Diversified National Distribution with Blueprint for International Expansion
Grater Goods’ factory in Woolston, Christchurch manufactures all the products sold locally at the deli-café. Other distribution channels include online D2C via the Grater Goods website, bulk distribution to hospitality venues, wholesale through retail outlets and food service providers, and grocery. Grater Goods’ Melbourne playbook revolves around replicating the success enjoyed in New Zealand growing the business through these channels.
- Premium, Award-Winning Brand
With a laser focus on creating food that is as delicious as it is impactful, Grater Goods have carefully cultivated a high quality reputation for their brand of “Ethical Hedonism”. This has resulted in regular coverage and awards back home in print and broadcast media. Their BBQ Beet Bangers are a New Zealand Vegan Society Best Vegan Sausage winner and their Plant Pastrami was a finalist in the Cuisine Magazine Artisan Awards.
- Backing of Blue Chip Partners
With reputable Kiwi partners including Icehouse Ventures, New Zealand’s Trade and Enterprise agency (NZTE) and notable angels, Grater Goods has access to strategic insight and support from highly capable partners to call upon as they grow and scale.
Why Equity Crowdfunding
With consumer health and sustainability at its core, the Grater Goods mission is intrinsically community-minded. As a result, the decision to raise capital via equity crowdfunding was a simple one. Flip and the team are immensely excited to give their loyal customers and broader sustainably-minded community the chance to join them on their journey as an investor.
By investing in Grater Goods, you will be joining a Kiwi category leader at a pivotal point in their growth. As well as the opportunity to combine positive impact with a financial return, investors will also get access to an exclusive and exciting range of rewards.
Register your interest to learn more about joining the Grater Goods family!