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The K.I.W.I.S. Project  ·  Product philosophy

Not more.
Better.

We don't stock everything. We stock only what has earned a place on our shelves — rigorously verified, honestly sourced, and genuinely good for people and planet.

See how we choose
20,410
Products in the existing market — most of which don't make our cut
4.7%
Of supermarket products carry medium-high or high toxin ratings
100%
Of what we stock has passed every filter we have

Our belief

You shouldn't need a science degree to buy groceries.

The modern supermarket puts the burden of choice on you. Thousands of products, competing claims, fine-print ingredient lists, and health labels that mean almost nothing. It's exhausting — and it's by design.

We think that's wrong.

If you pick something off our shelf, it's already passed. You don't need to read the label and wonder. The fact it's there is the guarantee.

That means we stock less. We're not trying to be everything to everyone. We're trying to be genuinely trustworthy to the people who care about what they eat, where it comes from, and what producing it does to the land and water around us.

Every product we carry has been scored, verified, and chosen with purpose. Not because it has a pretty label. Not because a brand paid for placement. Because it's actually good — for the person eating it, for the supplier who made it, and for the country that grew it.

The selection process

How a product earns its place

Every product goes through the same rigorous sequence. There are no shortcuts, no exceptions, and no shelf-space fees.

01
Origin & provenance
We start with where it comes from. New Zealand-grown and made products are prioritised. Imported products must meet the same standards and carry full traceability to their source.
02
Ingredient transparency
Every ingredient must be named, traceable, and scoreable. Products with incomplete or obscured ingredient data are not eligible — no exceptions. You can't verify what you can't see.
03
Environmental impact
We score every product on total carbon emissions, water use, and land use — both at the ingredient level and the processing level. High-impact products don't make the range regardless of how good they taste.
04
Toxin & chemical rating
Products are assessed for the presence of harmful chemical inputs across their supply chain. Anything rated Medium-High or High does not reach our shelves. We draw a hard line, then hold it.
05
Nutritional integrity
We assess the actual nutritional contribution of each product — not the marketing claims on the front of the pack. Ultra-processed products with poor nutritional profiles are excluded regardless of other attributes.
06
Supplier partnership
We work with suppliers directly — not as a distribution channel, but as partners in continuous improvement. We share data, discuss impact, and support producers on the journey toward regenerative practice.

Our standards

The filters that never move

These aren't aspirations or guidelines. They're the actual gates every product must pass before it's considered for our range. We review them annually against the latest science — but we've never lowered one.

No mystery ingredients
Full ingredient disclosure is a prerequisite, not a bonus. Every component of every product must be declared and traceable.
Verified carbon threshold
Total lifecycle emissions (ingredients + processing) must sit below our category benchmarks. We publish the numbers.
Toxin rating: Low or below
Medium-High and High toxin ratings are an automatic disqualifier. No exceptions, no negotiations, no amount of other merits compensates.
Nutritional minimum
Every product must deliver genuine nutritional value. Ultra-processed formulations designed to mimic food are not food to us.
No shelf-space fees
Products earn their place through performance, not payment. Brands cannot buy a position in our range — only earn one.
Local sourcing first
Where a New Zealand-grown or made equivalent exists, we stock it. Imports are a last resort, not a default.

A note on transparency

We are committed to the most rigorous and honest assessment of products we can achieve. Our scoring data is compiled in partnership with suppliers, verified against published research, independent databases, and — where possible — third-party audits. We update our assessments as new data becomes available.

However, we are not infallible. Supply chains are complex, ingredient sourcing can change, and the science of environmental impact continues to evolve. Our scores represent our best current understanding, not an absolute guarantee. If you ever have a question about how a specific product was assessed, we will show you the data behind our decision — every time, without exception.

We believe that honest uncertainty, openly acknowledged, is more trustworthy than false certainty. We are always improving.

The K.I.W.I.S. promise

Five words. One unbreakable commitment.

The K.I.W.I.S. Project is built on five principles that shape every decision we make — from the products we stock to the suppliers we support.

K
Knowledge
Every selection is evidence-based. We know what's in every product we sell.
I
Influence
We use our buying power to lift supplier standards, not just reflect them.
W
Whole-of-market
We see the full food system — and act to improve it at every level.
I
Inspiration
We make doing the right thing feel easy, joyful, and worth it.
S
Success
A food system that works for people, suppliers, and the planet is what winning looks like.
Chef Rasik
@rasikmakan 55+ meals

Meet your guide

Chef Rasik Your kitchen companion.

Every great ingredient deserves a great recipe. Chef Rasik has curated over 55 meal ideas on Pinterest — a living, growing collection of seasonal dishes, healthy weeknight dinners, and weekend projects that celebrate real food done well.

From quick midweek meals built around what's in season, to inspired entertaining recipes, Rasik's board is where Grocer's philosophy meets the kitchen. Each pin is a starting point — a recipe worth making with ingredients worth choosing.

Healthy meals Seasonal recipes Weeknight dinners Meal planning NZ produce
Follow Rasik on Pinterest

Shop with confidence

Every product on our shelves belongs there.

We've done the work so you don't have to. Browse a range where everything has already earned its place.

Explore the range