Adding value to NZ produce

By ELLEN READ

Lesley Cotterill has a vision. She wants to build a brand so well known globally that no one ever wants to blend it into another label.

"If James Wattie could start in his garage, I can start in my kitchen," said the businesswoman whose empire began 14 years ago in her Ruatoria home.

This is her story ... in the midst of the rural downturn of the late 1980s, Cotterill and friend Dorothy Rouse were picking kiwifruit in the farm orchard to subsidise flagging incomes and ward off mortgage worries.

As they worked, talk turned to ways of adding value to the fruit so they might be "more appropriately rewarded for their endeavour", Cotterill said. It's a concept she still feels passionately about - adding value to New Zealand's superior and abundant fresh produce.

"I've always had a vision. New Zealand grows superb produce but we don't make the most of it."

The response 14 years ago was to pickle the plentiful local produce, present it nicely in reusable, old- fashioned glass storage jars and sell it in Gisborne.

The women had little capital, but were determined not to saddle themselves with a major debt. A grant from the East Coast Development Board meant they could do some market research and ingredients were carefully considered, not only for their taste but also their cost to ensure the pickles and chutneys could be made economically.

While the business was initially based in Cotterill's kitchen and then in a cottage on the family farm, growing demand meant the venture was shifted to Gisborne.

At the same time Cotterill formed a company. She bought out Rouse, who wanted to remain on the farm.

The business remains a Cotterill family affair with husband Michael and daughter Caroline holding managerial positions.

Cotterill & Rouse moved to Pakuranga in 2000 to be closer to the Auckland market. The move gave a much bigger production capacity that opened opportunities for growth, especially into the export market.

With expansion and export in mind, Cotterill & Rouse have bought another business, Mediterranean food company Olive Grove, and are in the process of moving that firm from Christchurch to join the Auckland plant.

Olive Grove gives Cotterill & Rouse an entry into the chilled market as it has national chilled and frozen food distribution networks.

Because production for both companies will happen at the Pakuranga plant there will be improved efficiencies and reduced overheads.

While both companies started as small family businesses they have grown to become national suppliers to major supermarket chains.

With Cotterill's global ambitions, exporting is the next step. She hasn't forgotten her roots though - pride of place in her office goes to a painting of the family farm in Ruatoria.

"I want to build a brand that won't die. I want it to be as well known as Watties," Cotterill said. When Heinz bought Watties, the brand was seen as so important it was kept rather than absorbed into Heinz products.

Cotterill & Rouse