After more than doubling production in less than two years, Montana Group will sell Maketū Pies, giving a new owner a unique opportunity to take the beloved Kiwi brand into its next chapter.
Montana met with its Maketū-based team to update them on the latest developments, including a proposal to close the factory when its lease ends in December.
“The Maketū Pies team are an incredible group of people who are deeply passionate about Maketū and the Maketū Pies business. Understandably, team members need time to digest the news, and we will continue to support them throughout this process,” said Montana Group Chief Executive, Lizzi Pearson.
“We’re so proud of what we have collectively achieved in a relatively short amount of time with Maketū Pies. The entire team has worked incredibly hard to give the brand a new lease of life and could not have been achieved without the huge amount of nationwide support we have received.”
Pearson saw significant growth in nationwide distribution, increased demand for the improved products, and positive feedback from distributors, retail customers, and pie consumers. The factory lease ending provided a timely opportunity to take stock and consider how to maximise the brand’s next-level potential.
The factory was originally built in 1982 and has been extended in several iterations over the decades, resulting in a fragmented site that is no longer fit for purpose and would realistically require a full rebuild to accommodate further production growth and product storage.
Without that, Pearson said Maketū Pies has reached capacity at the site. Whether the next chapter takes place in Maketū or at another manufacturing location will be the new owner's decision.
“The hard work of stabilising, modernising and repositioning the business has been done. We’ll be working hard to find an owner that can bring Maketū Pies into its fold and take the business to the next level,” she added.
Maketū Pies has gone from strength to strength since Montana bought the business in December 2024.
Maketū Pies General Manager, Craig Williams, said that the resurgence of Maketū’s legendary Smoked Fish Pie and Mussel Pie, alongside the staple Mince & Cheese and Butter Chicken pies, stirred feelings of nostalgia for pie lovers across New Zealand,
He added that Maketū Pies customers are loyal and have rich memories of the brand through the decades.
“They told us that they missed what Maketū Pies used to be, so we knew we had to listen and get the brand and the quality back to what it was known for.”
Williams highlighted that a lot of effort went into refreshing, reimagining and, in some cases, reinventing the recipes people know and love, putting quality, pride and love back into the ingredients list.
The recipe revival was accompanied by a refreshed brand and packaging, introducing a brighter, more modern look while retaining the brand's heritage and connection to Maketū.
“Maketū Pies was a household name that stretched far beyond its humble roots in the Bay of Plenty. At its historic peak, we estimate there was a Maketū Pie available in up to 1500 pie warmers across New Zealand – primarily the North Island,” said Williams.
“When Montana picked up the business in late 2024, that number was down to less than 100 pie warmers. Today it's more than 600 and growing, as well as on more than 200 different supermarket shelves.”
Williams was confident a new owner could continue the business' growth, with a brand that has a proven ability to re-establish itself as a true Kiwi icon. The team has rebuilt a solid foundation and set a framework and strategy that ensures Maketū Pies has a place in a very competitive market.
“This is not a brand that was invented by a marketing team on a whiteboard - it has grown over more than 40 years from a home kitchen helping to feed kids in the local community,” he added.
“The Maketū Pies legacy spans generations, and now is the right time for a new buyer to turn the next page.”
More local FMCG news here
