In recent years the humble jar of peanut butter has transcended borders, becoming a staple in kitchens worldwide.

Riding this tasty tidal wave is Forty Thieves, a dynamic Silverdale-based New Zealand business quickly gaining international attention.

With an eye on the ever-expanding global market, Forty Thieves has capitalised on the rising popularity of peanut butter, exporting orders to Malaysia, Taiwan, Singapore, Fiji, and garnering potential interest from USA and China.

Co-owner Shyr Godfrey is excited about the growth opportunity.

"Our orders are getting bigger and more frequent too, which is a great sign,” she says.

“It's a massive market out there, so it's definitely the right direction for our business.”

Demand for quality

Forty Thieves has found a niche in the Asian market, where consumers are willing to pay a premium for New Zealand's products, known for their food safety and quality. Healthy, unsweetened products like Forty Thieves are in demand.

"That’s been our approach from the start, so it’s fantastic to see consumers pick up on it – not just here in New Zealand, but all around the world," said Shyr.

From small beginnings

Shyr and Brent Godfrey founded Forty Thieves in their garage in 2016. They initially focused on making other nut butters but customer demand for peanut butter changed their focus, and the rest is history. Their adaptability transformed the start-up into a successful business, now employing 10 staff and selling over a quarter million jars of nut butter annually.

Innovation when faced with challenges

As per many Kiwi businesses, Forty Thieves faced challenges from rising living costs and inflation. Despite this, the company capitalised on the pandemic-driven surge in online sales and bulk buying. They also worked to reduce production costs by investing in new systems and machinery to boost efficiency.

"We want to bring down the cost per unit, so we can survive and thrive into the future," Godfrey says.

Forty Thieves has been recognised for their products, bagging top honours at the 2022 Inspire+ NZ Artisan Awards. To learn more about their journey into the booming global peanut butter market, check out the full blog post here.

Visit ANZ Biz Hub for more.

Story first published in 2022

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Forty Thieves: Riding the global peanut butter wave