Business North October 2021

| 103 Healthy, ethically sourced products Sue Russell Rhona MacKenzie and her team at Auckland-based Red Shoots. FOOD AWARDS Red Shoots R hona MacKenzie and her team at Auckland-based Red Shoots all share a passion to create for consumers the very best quality healthy, ethically sourced food and beverage products. Rhona is not one to allow the natural ups and downs that come with establishing a com- pany to stop her drive and enthusiasm. “I’m very much about always looking up and building vision, regardless of what obstacles or uncertainties you have to work through. We are always going up and forward,” says Rhona, who, with marketing manager Kathryn Hay- ward is discussing with Business North just what makes this special little company tick. Red Shoots Ltd produces a range of natural food and beverage products, including the recent multi-award-winning, Daily Good, with key ingredients organic ginger and turmeric sourced from Ranadi Organics farm in Fiji, owned by the family of business partner, James Sweetbaum. Rhona says Ranadi Organics absolutely exemplifies the type of partnershp Red Shoots places enormous value on. “The farm is 75% run by Fijian women, enabling them to undertake meaningful work to provide for their families and grow skills in farming. It’s a wonderful enterprise we’re proud to be associated with.” Ranadi Organics is Fiji’s largest farm to have attained organic certification and USDA-certi- fied ginger and turmeric. For Rhona, the quali- ty of care extended by the family who own the farm toward their “It means we know exactly where these in- gredients have been grown and the stringent conditions they grow in, in order to retain these credentials.” At this year’s Outstanding Food Producers Awards Red Shoot’s new range of natural immunity boosting tonics was pitted against the very best in the industry. Daily Good, a collection of three sin- gle-sourced organic immunity shots was recognised by the judging team as providing outstanding quality. Each glass bottle contains enough shots to last a week and can be dilut- ed with water to suit tastes. Judges commented on the honest to good- ness gingery flavour, sustainable production practices, the choice of packaging and market- ing strategy. Across the three flavours, Ginger, Blackcurrant and Turmeric infusions, Red Shoots received gold, silver and bronze Rhona made the decision to outsource production of their range to businesses that had the scale to increase volumes as demand grew, a strategy she says is important as she nurtures the company forward. Other ingredients that go into the blends in- clude organic apple cider vinegar, NZ Manuka honey and lemon. One of the strengths of the company is its really tight, small team of professionals. Investment has been in people and creating meaningful business relationships and not in plant and machinery. “I’ve worked incredibly hard to get the com- pany to where it is now, and to have received recognition from experts in the industry is very gratifying,” says Rhona. Kathryn says the experience of COVID has really heightened consumers’ desire to eat healthy and live well, and the drinks Red Shoots make fit perfectly with this ideal. She also acknowledges the brand story has engaged customers. “They want to know the story behind the product and we can share that. There’s value all the way through from raw ingredient to end product and that really appeals.” And preparing to grow market share has resulted in the decision to employ a General Manager, enabling Rhona to step back from the day to day practical decisions. It means she has been able to concentrate on growing their export market, now that the product base is secure. “This is where the ability to scale production will really come into its own.” We have a passion for big ideas that get you onto supermarket shelves! Brands, logos, packaging, websites, product photography, social content, strategy and more! www.creativejam.co.nz lau ra@creativejam.co.nz For 40 years, Adhesif has been supplying labels to the beverage, juice and water industry. Matching our customers reputation and brand is integral to what we do. The voice of our customers is the driving force behind our continual investment in technology and quality, to meet the most stringent international standards. To vew a selection of our latest label solutions or to discuss your requirements, please contact us via our website www.adhesif.co.nz