BIG BIRTHDAY REBRAND When you turn 30, there’s often a lot to ruminate over. For the family-owned New Zealand Health Food Company, this birthday milestone has been marked by the introduction of new products and a rebranding to set its place as one of the nation’s most popular providers of supplements, super foods and skincare. Founded in 1988 by Rob Haines as a way of introducing products and nutritious indigenous ingredients from New Zealand to the rest of the world, the Christchurch-based company has achieved global success and stayed family-owned. Haines, along with his son, two daughters and son-in-law, strive to provide quality products at an affordable price so that health and wellness aren’t out of reach for anyone. “The rebranding is reflective of the growth NZHF has experienced since its inception, which hasn’t altered the company’s mission to provide a one-stop-shop for a wide range of health-focused products including supplements, super foods, skin care products, sports nutrition and weight management, as well as essential oils,” Haines says. “The focus remains on providing high-quality products, 40 OCTOBER 2017 many using locally-sourced ingredients, to help introduce the rest of the world to the health benefits offered by the nutrient-dense offerings that are part of New Zealand’s diverse landscape.” Shortly after founding the company, Haines began creating product lines that took advantage of New Zealand’s diverse landscape and pristine ocean waters, including three collections of natural supplements along with Manuka South, which includes products that focus on the healing powers of honey. Because Manuka honey is highly prized for its medicinal qualities, Haines says the company’s rebranding efforts will include a new line of Manuka honey, with New Zealand Health Food Company a Unique Manuka Factor Honey Association license holder. This means that the products are 100% pure certified Manuka honey, produced from the nectar of the manuka flowers. He says the centrepiece of the company’s rebranding efforts is a new logo that’s an updated, more contemporary version of the company’s original lotus flower, with the three petals reflecting the three pillars of health – mind, body and spirit – that are part of the company’s focus on whole- body health. The logo’s simple green colour palette pays tribute to the earth as it celebrates the company’s high-quality, continuouslyexpanding product line, Haines says. “The rebranding will also highlight an updated, easierto navigate website that will not only include current tools such as a chat box and links to social media, but also new features and a design that will make it easier for both existing and new customers to find the right products for them to reach their optimum health goals.” www.nzhealthfood.com
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