F&F Now also made in the USA (...What?!)
Here’s one of those stories of when life throws you a curveball and forces you to step out waaaaay beyond your comfort zone.
Last year we discovered - much to our disappointment - that the peanut butter we’d been sending to the States could no longer enter the market without being slapped with a huge tariff. Who would have thought? But it turns out America has an annual peanut butter quota whereby it only lets in a certain amount of PB each year.
That left us in a tight spot – either stop supplying our USA consumers with the good stuff … or find another way to make it work. If you know us, then you know we don’t give up in a hurry. We knew it wasn’t going to be easy, but we went for it anyway. We packed our bags, jumped on planes and started trying to figure it all out and try to turn the dream into a reality.
Fast forward a year and a half and we’ve learnt so much. We’ve been all over the States – from the rolling hills of central Pennsylvania to the hard streets of Baltimore. We’ve eaten the most amazing breakfast tacos in Texas, visited the West Wing of the White House, and been humbled by the support from our amazing expat community.
Last month, F&F became a registered entity in the States. We have appointed a US General Manager and we boxed up the first Fix & Fogg jars made in the USA.
“IT’S A BRAVE NEW WORLD FOR US – BUT WE’RE COMMITTED TO TAKING OUR PRODUCTS, VALUES, AND PROUD KIWI STORY TO THE BIGGEST, MOST COMPETITIVE PEANUT BUTTER MARKET IN THE WORLD. WE’VE WORKED HARD TO DREAM THIS BIG.”
— ROMAN JEWELL, FOUNDER
Here in Wellington, our nut buttery will continue to supply all our favourite New Zealand stores, so it’s business as usual (aka you favourite spreads will always be here to help you make the most of that toast, and anything else). Our new USA journey is just beginning, so wish us luck y’all!