Kiwi manufacturing success story takes on Australia

By Wright Communications

Earthwise, which locally manufactures environmentally-sound products for home and body, has been recognised for phenomenal growth in the last year by scooping top place in the Deloitte Fast 50, announced today.

Earthwise general manager Rory Garvey said the company almost didn't manage to enter the awards as it has been "ferociously busy" recently.

"We have grown over 200 per cent in the last year alone, and have launched in Australia in the past five months, so we are very eager to ensure that we have the strategy in place to fulfil our business contracts and keep our retailers satisfied," says Rory.

The company has a range of almost 60 products it supplies into supermarkets in New Zealand and now Australia, ranging from household cleaners to laundry items to baby washes and bubble baths.

All of the Earthwise main range is Environmental Choice accredited, and the total portfolio commands almost 40 per cent of the environmentally sound product category.  The success of the Earthwise range has helped grow the 'green' category of all household cleaners to about 11 per cent of the total sold.

But it's not enough for Earthwise, which has a business goal of gently winning over the household shopper that hasn't yet thought about buying green.

"Our products are designed and made to appeal to mums who want the best for their families, at a reasonable price point - but who also want something highly effective," says Rory.  "We know our products are every bit as effective as the non-green products - and they are safer for families."

"We also offer the satisfaction of knowing that, even with just the small act of buying a detergent or spray cleaner, the household shopper can have a small but important positive effect on the environment."

And that impact will not be confined to just Kiwi consumers if the company keeps on its current trajectory. Currently it exports around 10 per cent of its total product to Australia, but the US and Asia, particularly China, is also in the company's sights down the track.

"We often hear that manufacturing is moribund in New Zealand but our experience is absolutely the reverse," says Rory.  "In fact, if anything, we struggle to get the right number of quality staff to meet the huge demand, and we are confident and optimistic that we are - and will continue to be - one of the country's manufacturing success stories well into the future."




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