Our Story

About Grocer

Founded in New Zealand with a simple belief — everyone deserves access to food that is genuinely good.

How it began

Rooted in New Zealand

Grocer was born out of a simple frustration: it was too hard to find food that was both exceptional in quality and honest about its origins. In 2010, our founders set out to change that.

Starting with a single store in Ponsonby, Auckland, we built relationships directly with local farmers, fishers, and artisan producers — cutting out the middlemen and ensuring every product on our shelves met our exacting standards.

Today we operate four stores across Auckland and Wellington, an online shop, and a delivery service — but the philosophy has never changed. We taste everything. We visit our suppliers. We never compromise.

Store Locations

180+

NZ Producers

Years Trading

20k+

Happy Customers

What drives us

Our values

These aren't just words on a wall. They guide every buying decision, every supplier relationship, and every product on our shelves.

Local First

We prioritise New Zealand producers above all else. Over 70% of our products are grown, made, or raised in New Zealand. When we can source it locally, we do.

Uncompromising Quality

Every product is tasted by our team before it reaches the shelf. We have strict quality criteria and visit our key suppliers regularly to maintain those standards.

Fair Relationships

We pay fair prices to our producers and commit to long-term relationships. When our suppliers thrive, the quality of our food thrives too.

Sustainability

We're committed to reducing our environmental footprint — from compostable packaging to food waste programmes and supporting regenerative farming practices.

Community

Our stores are gathering places. We host tastings, cooking classes, and events because we believe food is best when shared with others.

Honest Curation

We carry fewer products than a supermarket by design. Every item earns its place. If we wouldn't buy it ourselves, we don't sell it.

From paddock to plate

How we source

We know where our food comes from — and we think you should too.

Fresh Produce

Directly from NZ farms

We visit our growers seasonally and purchase directly, which means fresher produce for you and fairer income for them. No long supply chains.

Meat & Seafood

Sustainable & traceable

All our seafood is responsibly sourced and traceable to the vessel or farm. Our meat comes from free-range and pasture-raised animals only.

Artisan Goods

Small-batch & handcrafted

Our bakery, deli, and pantry sections champion independent makers — people who genuinely care about what they produce and how they produce it.

Looking ahead

Growing with purpose

We're not interested in becoming a supermarket. Our growth is intentional — opening new stores only when we're confident we can maintain the standards that define us.

We're investing in our own production facilities, expanding our relationships with regenerative farms, and developing a zero-waste programme across all stores by 2026.

Food is personal. It connects us to the land, to communities, and to each other. That's why we do what we do — and why we'll never stop pushing for better.

Visit a Store

Join us

Taste the difference

Visit one of our stores, or shop our full range online with delivery across Auckland and Wellington.

Shop Online Find a Store