As a qualified chef, food writer and food photographer, Auckland-based Genevieve Knights launched Genevieve’s as a boutique pate producer in 2011, selling at La Cigale French Market in Auckland and later Clevedon Valley Farmers Market. Now the brand’s parfaits, mousses and dressings are also available at gourmet food stores, New World and recently Countdown.
What are the current product range and variants and how do these products stand out in the market?
“We specialise in developing unique flavours for a point of difference, and all ranges are top of the line in quality. We make three chicken pates including pepper and black truffle, and three duck pates: Original, Orange and Peking Spiced, which is made with fresh ginger.
There are also three seafood mousses—Scallop, Oyster and Prawn—and the dressing range. Our dressings combine old favourites like Caesar and Blue Cheese with new ideas like Sesame, Soy & Honey and Saffron Orange & Honey. The dressing range is gluten and egg-free.”
Has there been any recent company news?
“We are very excited to be working with a company in Singapore that sells New Zealand-grown bagged lettuces. We will be providing them with a sachet version of our fresh dressings from July. We are also working on a deal that will see smaller versions of our pouches released into Singapore retail later this year.”
What are the plans for the business moving forward? Is there any expansion on the horizon?
“There is a lot of planning going into export right now and, in addition to South East Asia, we are looking to the Middle East for opportunities. While we do get requests from consumers who want to buy our products in Australia, we weren’t able to find a distribution agreement that suited and we were advised that the sauce market there is saturated. So we looked to other parts of the world, which is working well for us.”
Where are your products currently available to buy, and are you looking at or wanting to expand your availability? If so, where would you like to see the product situated?
“The ranges are available at Farro and NOSH stores and selected New Worlds nationwide. We were thrilled to be a part of a testing programme with Countdown where we have been given the opportunity to stock their premium Ponsonby store. It means we can gain traction into their stores one by one over time, which lowers risk for both Countdown and the supplier. Sales are going well in Ponsonby: our pates are stocked in deli and our dressings can be found in the produce fridges.”