William Aitken & Co (WAC) has been a cornerstone of New Zealand's FMCG industry for eight decades. With a rich history of resilience, innovation, and commitment to quality, the company’s journey began during the Second World War.
Founder Graham Aitken’s grandfather leveraged his experience in government provisioning to establish WAC. The company initially imported scarce essential food items in New Zealand and quickly became a trusted name.
Over the years, the WAC team has maintained strong relationships with retailers and worked with suppliers to deliver a diverse selection of products.
As the company approaches its 100th year in the coming future, it has been led by Rachel Murrell, the managing director and owner.
Combining a forward-thinking approach and her decades-long experience while honouring the family legacy, Murrell has shaped the future of the business. Her strategic vision and approach have ensured the company is a trusted partner for brands looking to thrive in New Zealand supermarkets.
“I’ve been fortunate to have a career spanned by both multinational FMCG giants and family-owned businesses, each providing invaluable lessons,” said Murrell.
Her FMCG journey began at EFFEM Foods (Mars) in accounts, space management, and category management. She moved into key account management with GSK, followed by business management roles at NIVEA, Simplot, and Cerebos before joining WAC.
These experiences taught her the fundamentals of operational excellence in large organisations while highlighting the importance of agility and personal connection in smaller businesses.
At WAC, Murrell has used this blend of skills to lead a team that has championed global sophistication and local heart. She said transitioning into a family-owned company like WAC has been rewarding, allowing her to bring a personal touch to leadership while driving innovation.
Since joining WAC, there have been several standout moments. One major milestone was Aqa Lite's production shift from China to New Zealand. This was not just about logistics but also about embracing sustainable packaging and supporting New Zealand’s reputation for high-quality water.
“We’ve also diversified beyond importing to include agency work for local and Australian brands, reflecting the dynamic needs of the market.”
Another pivotal moment was rebranding William Aitken & Co. to WAC, which modernised the business identity while honouring its legacy. Each milestone has reinforced WAC’s commitment to adapting, growing, and staying relevant in an evolving FMCG landscape.
WAC has always embraced change as an opportunity. From the rise of supermarket giants in the 1970s to the current consumer demand for sustainability, the business has consistently evolved its operations.
It has responded to the shift in consumer preferences toward health-conscious and sustainably sourced products by partnering with brands like No Ugly and AQA Lite, which prioritise sustainability and wellness.
“Currently, health and wellness dominate the FMCG landscape. Consumers seek products that align with their values—sustainability, functionality, or ethical sourcing. We’re also seeing a rise in demand for premium, locally produced goods as people increasingly seek authenticity and transparency.”
At the same time, long-standing partnerships with retailers like Foodstuffs allowed the navigation of these changes with mutual growth in mind.
The rapid advancement of technology has also transformed the work environment. Digitised supply chains, data-driven decision-making, and enhanced communication with international suppliers have enabled to streamline operations and remain competitive.
Looking ahead to 2025, WAC has anticipated a greater emphasis on personalisation and direct-to-consumer models as technology enables deeper consumer engagement.
Sustainability will remain another core focus, with packaging innovation and carbon reduction initiatives becoming non-negotiables for FMCG brands.
Operationally, WAC has invested in systems and processes to future-proof the business. It has also committed to fostering a thriving company culture that empowers the team and strengthens relationships with suppliers and retailers.
“As we approach our centenary, we focus on building a legacy of innovation and collaboration. Celebrating 80 years has been a moment of pride and reflection for WAC. It’s a chance to honour the generations before us while looking toward the future.”
