Equitise Nominees Limited (The Nominee)

The Nominee is a Bare Trust structure that holds securities on behalf of the investor. The Nominee is in place to handle administrative responsibilities on behalf of the company and to limit total shareholder numbers. Investors are entitled to the same rights as they would directly on the share register. More information can be found in the Investment Agreement, accessible at the final stage of investing and page 42 of the Huckleberry Information Memorandum. Any investment of NZ$100,000 or more will not be held under the Nominee.

Oversubscriptions

In the event of excess demand, Huckleberry retains the right to raise more than NZ $3 Million.

Huckleberry is a leading New Zealand organic grocer, with a focus on wellness and sustainability. They've been dedicated to providing the best local, organic produce, sustainable meat and fish, and grocery staples for over 30 years.

Traditionally a brick and mortar retail operation, Huckleberry’s multiple locations to date are spread across the Auckland area. 

Huckleberry is more than a grocery store - the brand represents a close community of individuals united by our passion for organic, healthy, and sustainable products. Their commitment to ethical sourcing, environmental responsibility, and promoting healthy living is at the company's core, fostering a unique and trusted shopping experience.

Since 2022, new owners Mathew Hughes and Darren Guo (2121 Group) have been dedicated to addressing several problems, including the lack of access to healthy and affordable organic food in our communities, the high cost of organic and natural products, the negative impact of conventional farming practices, harmful packaging and overproduction on the environment.   

The new management team has immediately impacted the financial health and growth outlook of the business. In securing the first ever wholesale deal with Woolworths New Zealand, they provide access to a greater product range, at better prices, at a time when Kiwi households are facing significant (+8% in 2022 alone) increases in the cost of living.

With a focus on a seamless shopping experience across all channels , Huckleberry has a comprehensive strategy in place to grow their footprint across New Zealand and the globe.

Huckleberry first opened in Auckland in the 1990s and has been a pioneer in promoting natural and organic products in New Zealand. Their values and beliefs have remained unchanged for over 30 years, and they continue to innovate and lead the way towards a better food future in Aotearoa.  Now, at this pivotal point in their growth journey, Huckleberry’s ownership and management team are excited to share ownership of the brand with their community. Funds raised will support their expansion plans, investing in technology platforms, accelerate marketing initiatives, and ensure the necessary working capital to develop product range, people, and superior operations.

Reaffirmation of Mission and Strategy

Since the acquisition of Huckleberry in early 2022, the leadership team has been committed to the company’s mission and strategy to prioritise sustainability, wellness, and creating better food options for New Zealanders and abroad.

Building a High-Performance Management Team

The new leadership team has also made significant progress in rebuilding an experienced and committed management team. They have brought on board professionals with extensive experience in their respective fields, including a Head of Operations, CFO, and an Organic Lead. This has resulted in strengthened capabilities across the company which has allowed Huckleberry to drive growth.

Operational Recalibration

Huckleberry has prioritised optimising operations to ensure that the business is running as efficiently as possible. This has included streamlining processes, investing in new technology, and improving supply chain management. These efforts have resulted in improved margins and better inventory management.

Comprehensive Rebranding

A key milestone achieved by the company is the comprehensive rebranding effort, which has helped to refresh the company’s image. The new branding has been well-received by customers and will help to attract a younger, more diverse customer base.

Category Development

Over the last 12 months, Huckleberry has increased its product offering, stocking a wider range of food from small, local and multinational producers. The company’s target product range aims to provide a competitive selection of products that allows customers to complete a full grocery shop while trusting that Huckleberry has vetted the product for health, wellness, and ethical considerations. Management has also taken societal issues such as the cost of living crisis into consideration, working with key product suppliers to lower prices offered to Kiwis across Huckleberry’s core fruit/ vegetable and pantry staples range.

Exclusive Supply Agreements

In response to the cost of living crisis and Commerce Commission pressures, Huckleberry recently signed NZ’s first independent supply agreement with Woolworths (Countdown), the country’s largest grocery chain. This strategic initiative showcases the credibility and expertise of Huckleberry’s management team and demonstrates their ability to navigate the challenging retail landscape to provide the best customer outcomes. The partnership is expected to bring significant benefits to Huckleberry customers and the firm’s financial performance by increasing the range of products previously inaccessible due to price points, logistics, and minimum order quantities. This agreement marks a significant step towards achieving their growth plans for the next fiscal year. Additionally, Huckleberry is in the process of exploring and formalising a wholesale purchasing agreement with Foodstuffs North Island.

The Huckleberry brand has had a place in the hearts and minds of sustainably focused Kiwi consumers for the last 30 years.  As initiatives like Huckleberry Market Days, Artisan Discovery Program and the Huckleberry Collective Program attest, community is at the heart of everything they do.

The decision to raise capital via Equity Crowdfunding was an extension of this, in order to give their community an opportunity to be a part of their journey.

Don't miss the opportunity to become a part-owner in Huckleberry!

A maximum of $2m can be raised from retail investors in reliance on Equitise's equity crowdfunding licence, with the balance available only to wholesale investors. If you are a wholesale investor, please ensure you select the 'wholesale' option when investing.