Huckleberry, the organic foods retailer, has partnered with Countdown parent Woolworths in a wholesale agreement to offer a wider selection of goods at lower prices to its customers in New Zealand.

Huckleberry was founded in the 1990s and since being acquired by 2121 Group in February has developed from a single organic food store to a health and wellness business, with the aim to help Kiwis to make positive, healthy and sustainable lifestyle choices that are better for people and the planet.

“Eating organic food shouldn’t be out of reach for anyone, which is why we strive to give Kiwi shoppers access to the organic options they want, at the most competitive prices,” said Darren Guo, MD at Huckleberry. 

Guo says the collaboration with Woolworths marks “a big win” for Huckleberry’s customers, giving them access to produce during a period of high inflation. Due to Woolworths’ scale and volume, customers can access a much wider selection of organics at better prices than Huckleberry can offer.

Earlier this year, the Commerce Commission said in a report that consumers are not being served well by the New Zealand grocery duopoly and this prompted different reactions from experts, retailers and wholesalers in the industry. 

In June, Woolworths New Zealand requested early expressions of interest from prospective wholesale customers. The company has also launched a new branch, New Zealand Grocery Wholesale, with the goal of analysing the demand for groceries through the wholesale channel, discussing with suppliers over matters such as price, volume, and supply, setting up the necessary systems, and launching the business.

“We are a large retailer in the New Zealand market, but small by international standards, so we understand some of the frustrations that Huckleberry experiences in accessing range and good prices,” said Steve Sexton, WWNZ’s director – NZ grocery wholesale and local.