The idea for the GreenZoo brand came about in 2002 when the Rebbeck sisters were disappointed with the existing variety of ready-made baby foods on the market. Founder and managing director Charlotte Rebbeck talked to the team about their vision and nutrition consumers can trust.
What is your company background, how did you start the business?
“We began with a design-led philosophy to bring to life the most natural and convenient food on earth. Being parents we only wanted the very best for our babies, but when we went to reach for convenience, the selection was very unappetising. There was no way we would start our children’s life eating habits on tasteless beige mush. Our wee babies deserve better food than that. Inspiration created an action for us to bring to life our passion for the most natural, convenient and pure baby food on earth.
New babies are so pure that we wanted food which was grown and produced naturally in New Zealand’s pristine environment, just like our parents made for us. For us it seemed so simple; gather the best natural goodness, make it convenient and offer something to parents that they can always trust. The ingredients always add up to 100 percent, removing the usual guesswork on ingredients labels. Our products needed to be environmentally responsible, have amazing design and inbuilt passion to be the best.
So GreenMonkey Organic Baby Food was born naturally in New Zealand. The GreenMonkey Organic Baby Food was a success. Babies and parents loved the range, which inspired the team to look beyond baby food and focus on other products that would showcase the best that New Zealand has to offer. So in 2010, GreenZoo was born to bring products that are good for you, kind on the environment and strive for a better and more sustainable future for you and the earth.
GreenZoo is a wellness food brand born right here in the pristine environment of New Zealand. It has naturally evolved from the development journey of our award-winning GreenMonkey Organic Baby Food. Based in Canterbury, New Zealand, GreenZoo is nestled between the majestic Southern Alps of the South Island and the wild and fresh South Pacific Ocean; the perfect place to dream up inspirational ideas.”
What are the current product range and variants and how do these products stand out in the market?
“The GreenMonkey Organic Baby Food product range includes flavours such as Apple and Blueberry; Beef, Apple, Beetroot and Pumpkin; Beef, Pumpkin, Potato and Silverbeet; Carrot and Sweet Potato; Lamb, Carrot and Sweet Potato; Pumpkin, Sweet Potato and Silverbeet; and Wild Venison, Beetroot, Pumpkin, Polenta and Blackcurrant. Our products include GreenMonkey Pouch System, GreenZoo Premium Infant Formula, GreenZoo Premium Follow-on, and Premium Growing Up Formula.”
Has there been any recent company news?
“We have won a number of New Zealand and Australian awards including gold winner at the 2011 Australian Food Challenge awards, export award at the 2010 New Zealand Food Awards, winner of three gold awards at the 2008 New Zealand Food Awards, winner of OANZ at Organic Enterprise Award 2008, winner of two gold awards at Australian Food Challenge Awards 2009, and The David Awards-Innovative Business Award October 2009.”
What are the plans for the business moving forward, is there any expansion on the horizon?
“Our vision is to bring to life the most wholesome and trusted food brand imaginable, a highly innovative, world-class, design led food company focused on creating quality nutrition of the highest ethical standards while embracing advanced nutritional science.
Our desire is to develop wellness food products that consumers can have total confidence in and know will benefit their health. We are passionate about creating premium quality foods that can make a positive difference in people’s lives and their wellbeing, especially their children. The trend today of mass produced, over processed and poor quality food has inspired us to challenge such norms. It is this endeavour to provide customers with super high-end foods that fuels our creativity so we can continue to innovate and deliver new products to the market.”
Where are your products currently available to buy, and are you looking at or wanting to expand your availability?
“Today GreenZoo reaches millions of customers across Asia Pacific. Our range of products continues to grow as customers resonate with the philosophy of the GreenZoo team.”