Fix & Fogg was started by Roman and his wife Andrea when they were expecting their first child. Previously both lawyers, they made the choice to leave behind the corporate life and dedicate their time and energy to creating something meaningful, sustainable, and delicious.
Q: What is the brand story?
A: Roman and Andrea decided to make the world’s best peanut butter. Their vision has seen Fix & Fogg grow from strength to strength – from small beginnings making peanut butter in the Haitaitai bowling club kitchens and selling it at farmers markets, to their Eva Street window, and now the current production kitchen in Luke’s Lane and nationwide supermarket ranging.
Q: What is the current product range and variants and what makes these products stand out in the market?
A: The current range of peanut butter includes Super Crunchy, Smooth, Dark Chocolate, Smoke and Fire, and Honey. Only the finest quality ingredients are used, and they are soureced locally whereever possible. The chilli in the Smoke and Fire, for example, is all organically grown by Kaitaia Fire, and the raw Beechwood honey in the Honey comes from J.Friend in North Canterbury.
Q: What is innovative or unique about the product?
A: Every jar of Fix & Fogg peanut butter is made from start to finish in the factory in Wellington. From designing the labels to the carefully blended peanut butter, Roman and Andrea are completely hands-on throughout the entire process. The award-winning peanut butters are so popular because people can taste the difference in a product that’s handmade by humans who care about quality. Fix & Fogg is constantly pushing the boundaries of what peanut butter can be and trying new things – an example of this is the Smoke and Fire peanut butter.
Q: Who is the consumer and what benefit does the product bring them?
A: The peanut butter is popular with everyone from children to grandparents. Peanut butter is a naturally nutritious food packed full of goodness. Too often however, companies take shortcuts and fill it with preservatives, additives, emulsifiers, foreign oils, sugar, and lots of salt. Fix & Fogg peanut butter is simple and healthy: golden roasted hi-oleic peanuts and a sparing amount of organic Marlborough sea salt. Hi-oleic peanuts are a special type of peanut known for their great flavour and high levels (39 percent) of monounsaturated fats – that’s the good stuff, like the type found in olive oil – which has been linked to reducing cardiovascular disease and lowering cholesterol.
Q: What consumer trend does the product support?
A: Consumers are increasingly health conscious and Fix & Fogg peanut butters support this trend. The Dark Chocolate, for example, provides a healthier alternative to other mass-produced chocolate spreads, and is popular with children and adults alike.
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