In Founder Focus we introduce entrepreneurs and innovators working on our next generation of new business startups, social enterprises and small businesses.
At a glance
Founders: Shannon Kelly & Laura Fisher
Business: MiteyCo
Founded: November 2021
HQ: Auckland
Can you tell us a bit about your business?
MiteyCo is a new startup business and our focus is on developing innovative ambient food products. Our first hero product, allmite gold®, was launched in late May of this year and the customer and retailer reaction has been amazing. allmite gold® brings new news to the New Zealand breakfast spread line up.
Our market research confirmed that customers are looking for more choice when it comes to plant-based spreads, so we created a premium tahini-based nutritional yeast spread with added turmeric and apple cider vinegar. We want to give everyone the opportunity to make breakfast at home more interesting, delicious, and different. We chose to use only recyclable packaging and our premium quality jars can be reused in the pantry with easy peel-off labels. And as a women-led business, we knew we wanted to support other women, so we partnered with the Women’s Refuge as our charity of choice.
What’s the backstory for your business idea?
Shannon and Laura first had the idea to create and launch allmite gold® during the August Covid Lockdown last year. “We were feeling a restless energy that I think a lot of Kiwi’s were feeling,” said Shannon. Stuck inside, the fearless duo started to create a nutritious and delicious spread and formed MiteyCo – a small but mighty company. Laura began creating the allmite gold® brand and marketing strategy and Shannon developed the product recipe and the business model. Our vision is to be the #1 premium tahini-based spread in New Zealand using high quality natural ingredients and take our bit of New Zealand to the rest of the world.
What programmes, learning or mentoring have been of assistance so far?
- We’ve been humbled by the willingness to help by friends within the FMCG and former colleagues.
- We’ve also had assistance from New Zealand Trade & Export, Auckland Business Chamber, Regional Business Partner Network,
- We’ve most recently been announced as finalists in the 2022 New Zealand Food Awards and were Semi-Finalist in the NZ FoodStarter Food Awards this year.
WORKING ON SOMETHING NEW, INTERESTING OR IMPORTANT? JOIN OUR COMMUNITY OF FOUNDERS AND TELL US ABOUT YOUR VENTURE HERE.
