Forty Thieves was founded in 2016 by husband and wife team, Brent Godfrey and Shyr Gelber. They spoke to the team about their unique artisan nut butters.
What is your company background, how did you start the business?
“With backgrounds in creative Sydney startups and Australasian FMCG research, we combined our skill sets and a common passion for exercise and healthy eating, to create NZ’s most unique, all natural nut butters.”
What is the current product range and variants and how do these products stand out in the market?
“Forty Thieves currently has two ranges; both of which are free from preservatives, additives, refined sugars, artificial flavours, gluten and dairy.”
“Our first range of Artisan Butters offers unique ingredient combinations, epic flavours plus an array of health benefits. The most popular in this range is Salted Macadamia with Maple and Vanilla Bean, a truly distinctive Forty Thieves flavour that has gained lots of popularity amongst all different age groups. Within just three months of launching to the public, it was accepted into Farro Fresh and then selected to compete in the annual ‘Most Deliciousness Award’ where it won 1st place.”
“Our second range of Pure Butters comprises of 500g jars of a single ingredient including 100 percent Almond Butter and 100 percent Cashew Butter. We are excited to be the first in NZ to offer a premium product in a larger size, making it more affordable for families.”
Has there been any recent company news?
“We have participated in a number of food shows, events and markets this year with some of our favourites being Go Green Expo, Vegan Fair and General Collective Market. These have not only been a great way to reach new customers, but also a chance to connect and collaborate with other artisan food manufacturers and fitness promoters in a similar or complementary space to us.”
What are the plans for the business moving forward, is there any expansion on the horizon?
“Our business is starting to grow outside of Auckland and we have seen considerable demand through our online sales which we want to match in brick and mortar. We’d also like to continue supporting like-minded whole food cafes and caterers with bespoke pails of quality, fresh nut butter.”
Where are your products currently available to buy, and are you looking at or wanting to expand your availability?
“We are currently stocked at Farro Fresh, Moore Wilson, selected Fresh Choice and Nosh stores, as well as a number of speciality grocers and cafes. Our butters are also available on our website at www.fortythieves.co.nz.”