Witch's Kitchen expands whole food deliveries in Whanganui

SWEET MAGIC: There's no cauldron but Claire Cilliers is cooking up some sweet temptations in the Witch's Kitchen.

"Good old-fashioned baking" magicked out of a Whanganui kitchen is tempting tastebuds nationwide.

Witch's Kitchen, owned by Claire Cilliers and business partner Corbin Nel, has gone from strength to strength since it was launched in September 2016.

It is now delivering weekly (soon to be twice-weekly) to Whanganui customers, fortnightly to Palmerston North customers and meeting online orders from throughout New Zealand.

The business is based on Mrs Cilliers' household philosophy of using organic and seasonal products, and making everything from scratch.

She makes desserts, loaves, biscuits, muffins and provides catering for morning tea shouts, using only whole ingredients including free range eggs, whole milk and real butter. There are no preservatives or colourants in the products and the packaging is all recyclable.

"Everybody should be able to eat good food, no matter what their economic circumstances or their age," Mrs Cilliers said.

"You can give our food to a 2-year-old or a 102-year-old. Our focus is on quality products at a good price. We deliver to a huge range of people, from those on home detention through to 'ladies of leisure'. I love it because people are always happy to see you when you deliver to them."

The internet-based business has no physical retail space. It has just launched a new website and also takes orders via email, text, an 0800 number and is on Instagram. It also sells through a few Whanganui outlets.

"We are trying to make it as easy as possible for people to order from us so they don't have to go out of their way. For people who are working fulltime or mothers who have kids it is easier for them to order online and know that it's done.

"We currently deliver on Fridays in Whanganui and we are about to start delivering on Wednesdays as well. We deliver every fortnight to Palmerston North and that came about through word of mouth."

Mrs Cilliers' passion for "real food" is partly due to her background.

"In a previous life I worked in the chemical sector so I understand a lot of the stuff that goes into [mass produced] food products. If you look at the labels on some foods, they aren't ingredients you are meant to eat. If it doesn't occur in nature, you shouldn't be eating it.

"And because our products are real food, you can eat a smaller portion and feel full. Even teenagers will eat it and get full."

Witch's Kitchen also supports the Whanganui community and uses local suppliers where possible.

Every week customers are invited to nominate a person, organisation or business to receive a Magic Box containing one of each of the products made in the Witch's Kitchen that week.

"It could be someone who is sick and never complains, or someone who has done a good deed, or one of the many community groups doing great work," Mrs Cilliers said.

"The recipients don't know who has nominated them and it's a nice surprise for them."

The business is also working with schools on sponsorship, donating $1 for each product sold by students to the school's fundraising effort, and businesses are using the products as a "corporate thank you" instead of items like wine.

Mrs Cilliers also enjoys spreading the word about Whanganui by having a stall at popular events such as the Cross Hills Gardens Country Fair at Kimbolton which attracts visitors from throughout the lower North Island.

"People love our 'Locally Laid in Whanganui' [a reference to the eggs from Rasmusen's Egg Farm] stickers and I enjoy flying our flag for Whanganui."

The business has recently employed a part-time driver to assist with deliveries as demand increases and brings in someone to help with packaging, which is all recyclable, when busy.

The ultimate aim is to expand to provide more good products nationally, sticking to Mrs Cilliers' "no fiddly stuff" and real food philosophy.