After a couple of months traveling the world, Shry Gelber and Brent Godfrey decided to join forces to create Forty Thieves. We spoke to Shyr about their new venture into the food industry.
What is your company background, how did you start the business?
"After a 7 month adventure around the world, rather than returning to full time work, Brent and I chose to combine our complementary and diverse skill sets and focus on a common passion; health and fitness. Forty Thieves was born early 2016 after we imported a mill and began combining all of our favourite, most-nutrient rich ingredients to create delicious artisan nut and seed butters. With my background in design I was able to develop a visually engaging brand and begin connecting with new customers. With Brent's FMCG research and management skills, he was able to establish supplier contacts and focus on our desired placement in the health food industry."
What are the current product range and variants and how do these products stand out in the market?
"Our 100 percent natural butters range from energy-packed breakfast options all the way to super indulgent dessert accompaniments. All our flavour combinations are unique to us and we focus on ensuring each butter is both healthy and delicious. We also have a range of super pouches with raw ingredients including organic raw cacao powder and cacao nibs, chia seeds plus a tasty bag of scroggin. All Forty Thieves products are refined sugar, gluten, dairy, preservative and additive free.
With no added sugars, these are perfect in smoothies, lathered on fresh sourdough or gluten free bread, stirred into warm oats or with fruit or veggie sticks.
- Sunflower and Cashew with Chia Seeds
- Peanut Almond with Cacao Nibs
When in need of a sweet treat or choc fix, Cacao Hazelnut with Toasted Coconut ticks all the boxes. It tastes great on top of sliced banana, brown rice crackers or for tucking into straight off the spoon. Our number one best seller, Salted Macadamia with Maple and Vanilla Bean has a buttery rich texture and naturally sweet taste. We love mixing it into nut/coconut based ice cream or it can also be used as a topping on a fruit salad.
Halva, a dessert made of sesame seeds has recently begun extending its sweet reach beyond the Middle East, taking off in foodie cities like New York and London. With it's sharp, unique flavour, Forty Thieves Halva Spread with Almond Pieces is a sophisticated addition to any cheese board and tastes heavenly when swirled through a chocolate brownie mix before baking
- Cacao Hazelnut with Toasted Coconut
- Salted Macadamia Butter with Maple and Vanilla Bean
- Halva Spread with Almond Pieces"
Has there been any recent company news?
"For us everything is new! With our first full scale production run being only a few months ago, we are already sending out online orders each day and selling at multiple food markets every weekend.
Forty Thieves recently participated at The Food Show - Auckland, where we were able to present our brand to 30,000 new people over 4 days. This Fathers Day weekend (3rd -4th September) we are heading to the Chocolate and Coffee Show, taking place in inner-city 'The Cloud' which we're sure will also be a super fun event."
What are the plans for the business moving forward, is there any expansion on the horizon?
"With growing demand we have begun to ramp up production and are looking forward to securing some shelf space in our favourite retail stores. We have a few super tasty combinations up our sleeves, one really special one right in time for Christmas. We are also currently pulling together a beautiful gift pack which will give buyers the opportunity to sample multiple butters or to provide loved ones with a healthy gift offering as an alternative to the sugar-filled chocolate or candy boxes."
Where are your products currently available to buy?
"Our products are currently available online from www.fortythieves.co.nz/shop
In addition, we head out to our favourite spots in Auckland every weekend including the following markets: La Cigale - The French Markets, Parnell Farmers Market and Devonport Craft and Fine Food Market. Not every market is held every week so check our website to find out where we'll be.
We are also really excited to be having meaningful conversations with some of our favourite retailers and whole-food stores in Auckland. We are working hard to ensure our products are easily accessible to people who really value their health and enjoy tasty, nutritious food options."