Founder/ Director

Since I was young, the gratification I felt from helping others succeed has always been at the forefront. Building a career that allowed me to do just that wasn’t only my dream — it was the end goal. The biggest challenge was figuring out how I was going to do it. But here we are today, supporting the growth of incredible local businesses and sharing in the joy of seeing their products flourish on the shelves of my local supermarket.

After spending six years in the food industry, specialising in the supermarket sector, I began to notice a significant gap in the market. It wasn’t until I attempted to load product lines myself for the company I was working with at the time that I realised just how complex and overwhelming the process is to establish brand presence and secure shelf space in the New Zealand supermarket landscape.

Conversations with other small business owners on the same journey made it clear—there was a widespread lack of support and guidance for those trying to break into this highly competitive space. Many entrepreneurial businesses struggled to confidently pitch their products, navigate compliance, or understand what it truly takes to get listed in major supermarkets.

Naturally, more companies began to reach out to me for advice, and that’s how Shelf Ready was born. It became clear that there was a real need for someone to bridge the gap between passionate food producers and the supermarket giants.

What drives me is the vision of seeing more healthy competition in the duopoly that dominates our grocery industry. I believe small, local businesses deserve a real chance—through the right support, guidance, and opportunities—to succeed. You can’t beat local, and that’s the change I want to help create: more New Zealand businesses flourishing and doing what they do best—looking after fellow Kiwis.