BJ Clark and Mike Fisher

New Zealand is at the heart and soul of AFM Group, and in more ways than meet the eye. The company, whose name is an acronym for Action Food Marketing, focuses on biscuits, confectionery and snacks, with a big range of different lines from entry-level to high-end products. Among these are AFM’s flagship creations and biggest pride—the ANZAC biscuits.

Mike Fisher started the business in 2014, exactly a hundred years after his great-grandfather Robert William Fisher bought a small town bakery, shaping the Fishers’ future for generations to come. “My family has been operating in the food industry ever since,” said Mike, who began his own venture with top-quality imports in mind.

When the NZ Returned & Services Association (RSA) approached him to produce a range of fundraising biscuits celebrating the ANZACs, Fisher saw a great opportunity to give back to the community, and not just as a one-day affair. The ANZAC biscuits are available at participating stores all year-round and, since the partnership was sealed in 2014, have helped raise over $200,000 for the cause. Fisher aims to boost these fundraising efforts by getting more stores on board, eager to show their support and promote the biscuits throughout the year.
RSA’s national president BJ Clark said they are really pleased to be working with AFM. “The proceeds we make from sales allow us another way to raise much-needed funds, so we can keep performing our primary mission: to support New Zealand’s current and former service personnel, and their families.”

The AFM Group also imports products from Europe, Australia and Asia, and Mike and his father Paul are regulars at some of the biggest international trade shows such as ISM, Anuga, SIAL Paris and SIAL China.

“It’s a way to keep up with the latest worldwide trends. The return investment we get in terms of networking, meeting new suppliers and finding new products is invaluable,” Fisher said. “At the moment, we see plenty of opportunities in export, and that’s something we would like to push, especially in China and the Asian market at large.”