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.

At this point in their growth, Grater Goods has two distinct growth strategies.

The first is to continue to grow the New Zealand business by getting our products into all New Zealand supermarkets. They are currently in approximately 10% of the supermarkets so there is plenty of room for growth in 2023, 2024 and beyond. Their other focus for growth in New Zealand is within the food service and hospitality industries. There are the caterers, restaurants and takeaway chains that use Grater Goods' products in their own creations. They also continue to grow their own direct to consumer sales via the website.

The second part of the growth strategy is to enter into the Australian market with an initial base in Melbourne. Australia’s meat consumption is at its lowest point in 25 years as Australians increasingly move towards environmentally conscious dietary habits. Recent research carried out by Woolworths, found 62% of their customers purchased plant based products at least sometimes, with most plant-based proteins (88%) purchased by shoppers who also bought meat rather than dedicated vegetarians and vegans. Furthermore, in the last decade, those following plant-based diets in Australia have increased by about 50% with this trend most noticeable in Melbourne and Sydney.

Grater Goods intend to use their experience in growing from a South Island company into a New Zealand wide company as a blueprint for expansion to Victoria, and then wider Australia. Beginning with targeted stores and foodservice partners (independent stores, boutique delis, wine bars, sandwich joints) to grow sales and nurture brand awareness, followed by wider mainstream coverage of stores and foodservice partners. Essentially, Grater Goods have tested this strategy already, growing from South Island Foodstuffs to North Island Foodstuffs successfully. This “tortoise” strategy has meant they’ve been able to grow brand awareness in a way that keeps customers feeling like they’ve discovered them, create an association in their minds with interesting/ cool spaces, and has allowed Grater Goods to test their production capacity and supply chain systems carefully as they’ve grown. 

To achieve their growth targets they need to upgrade the equipment in the manufacturing facility, take on more staff, market and promote their products, and prepare for entry into the Australian market.

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!