Wild Fennel Co. gourmet seasonings are made in New Zealand and inspired by traditional flavour pairings from around the world. Formulated for meat and fish, yet also vegan-friendly, the seasonings will enhance customers’ favourite recipes and inspire new creations.

Q: What is the brand story?

A: The range of gourmet seasonings was developed by former fine dining chef Dan Pearson, and his wife Jo, designer and illustrator. What started as a hobby in handmade DIY packaging and sold at local farmers markets, has transformed into a successful business with over 100 stockists around New Zealand, manufacturing capabilities and a small boutique retail outlet in Dunedin, New Zealand. The venison seasoning was recently a finalist in the ‘Gourmet’ category in the New Zealand Food Awards.

Q: What is the current product range and variants and what makes these products stand out in the market?

A: Currently there are six seasonings for meat, and three for fish. They are packaged in kraft paper, foil-lined sachets with a clean, vintage-inspired design. We also sell these in ‘Variety Pack’ boxes, ideal for the gift market. The products stand out because of their unique and eye-catching design and the quality and versatility of the recipes.

Q: What is innovative or unique about the product?

A: The seasonings were formulated using flavour combinations that are not wholly unfamiliar to customers, but with just enough tweaking to pique interest. They are designed to be versatile and simple to use, enhancing the most simple recipe and inspiring new creations. An eye for design is at the forefront and has given Wild Fennel Co. the edge over its competitors and reinvigorated the seasonings, herbs and spices section in stores.

Q: Who is the consumer and what benefit does the product bring them?

A: The products were specifically designed and developed for the sophisticated, high-added-value segment of the market. However, they are also very affordable and are often used by customers within a very short time frame (typically two to three family-sized meals), which means higher frequency of use than the competition, whose products often sit in pantries for months at a time. Combine this with a lengthy shelf life and Wild Fennel Co. has a product that is a no-brainer for customers enthusiastic about cooking.

Q: What consumer trend does the product support?

A: The products appeal to consumers with an eye for good design, for products with no ‘nasties’ (no MSG, additives, preservatives, anti-clumping agents, etc). They have also found an appreciative audience within the Pitmaster BBQ enthusiasts crowd, who are extremely keen on big flavour. 

For more information please contact Dan Pearson on +64 021 972 978 or at