When Jesse Herbert thinks about what he wants to stock on shelves, it comes down to one simple rule: No sh*t in the shop!
For the Wānaka Freshlink Grocer owner, that means ensuring everything in the store is 100 percent wholefoods. Before any product enters the shop, it goes through a rigorous screening process to ensure there are no hidden additives, preservatives, stock, thickened cream, or refined sugar.
Herbert said there is no need for customers to scan the ingredients list when they grab a product off the shelf because the team at Freshlink has already done it for them.
“Trust us, everything in-store is real food, and good for you and your loved ones”.
The grocer supports local suppliers by stocking fruit and vegetables grown by independent Southland and Otago farmers.
“Whole and local - it’s the foundation for everything that Freshlink does. It’s our vision, it’s our goal.”
Freshlink has also been actively working to minimise single-use packaging and landfill waste. Thirty percent of Freshlink’s products are available to purchase in bulk from refillable containers. The containers work well for locals stocking up their pantry or for visitors who do not want to buy in bulk.
The grocer’s collaborative effort with third-generation farmer John McRae of Glendhu Station to establish the Glendhu Station Compost Hub helps divert between 25 and 30 tonnes of food waste from landfill every year.
Additionally, the finished compost from the hot-composting system is used at the station to support sustainable land management and native planting initiatives. The long-term aim is to use the compost to grow food on the land and supply it back to Freshlink.
Herbert said customers were becoming more interested and actively buying food made right here in New Zealand.
“New Zealand has incredible growing conditions for a variety of foods, and the ability to feed its population eight times over,” he added.
“Our plan is to continue hyper-localising New Zealand’s food system by supporting local farmers, growers and artisans.”
The goal was to decentralise New Zealand’s food system, and Wānaka just happened to be the starting point.
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