Harraways has fed kiwis breakfast around the country with the highest quality oats for over 150 years. Hailing proudly from the deep south, the iconic brand saw a need to supply the growing population and has continued to do so since.
What is your company background, how did you start the business?
“In 1867 the original steam-powered grain mill in Green Island was established. A few years later this operation was purchased by Henry Harraway, who fathered 21 children with his wife Catherine. Henry and his sons worked the mill, hence the present company name was created - Harraway & Sons Ltd. This site still produces the famous Harraways oats today too!
During the late 1800s, an oat roller milling machine was installed which started the first production of oatmeal and heralded initial breakfast production for Harraways. The company was purchased by Charles Hudson, son of Richard Hudson, (founder of R. Hudson & Company and Cadbury Schweppes Hudson) in 1944 and the family is still involved in the business today.
Rolling forward to the 21st Century - in 2005 a strategic decision was made to exit flour and stock feed given how commoditised the segment had become. From this time on, the prime focus for the business has been on oat cereals and flaked grains with further plant investments made to support this strategy. In 2016, Harraways purchased land adjacent to the current mill to facilitate further business expansion.”
What is the current product range and variants and how do these products stand out in the market?
“Harraways is the market leader in bagged retail porridge in New Zealand. It produces a range of high quality, locally farmed oats and flaked grains under the Harraways & Nicola’s (Organic Muesli) brands.
It recently launched a new range of savoury oat bite snacks called Harraways Harr-OS®. Its Indian Spice variant recently won the 2019 Outstanding Food Producers ‘Best New Product’ award. The other varieties of the oat bites include Mexican Salsa and Thai Sweet Chilli Pumpkin. In addition, the Harraways ‘Easy Cook’ Oats 280g bag also won the Healthy Food Guide’s ‘2018 Best Cereal Product’ award. So great to be achieving recognition for the high quality food products that Harraways produces each day.”
Has there been any recent company news?
“The company is 152 years young. This year it refreshed the branding and renovated (the) current range. The company has opted for a stylish ‘contemporary vintage’ look and feel. The latest design hit supermarket shelves over the last six months. Included within this range refresh is the launch of the Quick Single Serve Oats offering in compostable sachets. A new, flavoursome fruit porridge was also launched to accompany the refresh – Raspberry & Toasted Coconut”
What are the plans for the business moving forward, is there any expansion on the horizon?
“The business has plans to further build its oat food ranges into other segments and continue export market development. It presently has a strong base of export business within SE Asia.”
Where are your products currently available to buy, and are you looking at or wanting to expand your availability? If so, where would you like to see the product situated?
“Within New Zealand - selected Harraways products are available via supporting Pak ‘N Save, New World, Four Square, Countdown, Fresh Choice, Super Value and independent health food stores.
Further independent food store growth plans are being developed, alongside export market development.”
Contact details for potential stockists or customers to get in touch?
“E-mail Peter Cox – Marketing Manager at peter@harraways.co.nz”
