Brook Kirk was drawn to the beverage industry as something new and exciting. He considers the industry to be at a crossroads at the moment, and the need for affordable sugar-free and low-sugar products is more important than ever. As the new CEO of Kiwi Beverages Sugar-Free, Kirk is enjoying the challenge of elevating the company brands to an international level and utilising his background in exporting to complement what the local sales team are already doing.
“The drinks we make here at Kiwi Beverages Sugar-Free are helping to show both buyers and consumers that there are alternatives to the mainstream sugar-loaded options that have been around for years. The development and ingredients that go into our beverages are providing world-class options in the fruit drink and energy categories,” said Kirk.
Kiwi Beverages Sugar Free Drink Range
Kirk is an Auckland local, attending Sacred Heart College and completing a Bakery apprenticeship in St Heliers and Che Lui in Howick. He and his brothers purchased what was then the Meadowbank Continental Bakery and made many changes to the business over 13 years, including changing its name to the one it still holds today - Meadowbake.
Kirk was at Progressive Enterprises (now Woolworths NZ), running the in-store Bakery Division for 14 years and in the Service Deli for a further year. He had a two-year stint as Operations Manager in Brisbane’s large artisanal bakery, Wilbreads, then returned to NZ to work with Lowe Corp. When Covid hit, and travel stopped, the program shut down, leaving Kirk time to enjoy the first lockdown looking for something new.
“The answer came quite left of field when I was offered a GM Business Development role with the Clear Protect Group. CPG are New Zealand's preeminent antimicrobial and pathogen specialists for the food industry. This was fantastic as it meant I could take my manufacturing knowledge and apply it to solutions for some of New Zealand's biggest and most iconic brands.”
Now at Kiwi Beverages, Kirk has so far enjoyed the passion that David, Amanda, the rest of the Directors, and the team have for the industry and business. The company’s best-selling product would have to be the entire Frutee range, and Kirk's new passion showed when describing the Strawberries and Cream flavour.
“It’s especially good, If you haven’t tried it yet, you’ll understand once you have.”
The biggest challenges the company faces right now are supply and logistics. A massive amount of focus is needed from the entire team at Kiwi Beverages to ensure they stay on top of delays and shortages.
To ensure the fridge or chiller is fully stocked with sugar-free and low-sugar drinks, Kiwi beverages are the team to talk to. Kirk left with some advice for innovation in FMCG: Understand your market and the retailer’s needs and make sure you work towards them.
