Peanut Butter got a whole lot cooler when Roman and Andrea Jewell took up a new hobby. Starting at their local farmers’ market and now exporting overseas, they make building a beautiful brand look easy. The Fix and Fogg secret recipe is caring about people, quality and being addicted to their business. We chatted to Roman about his experience in the food industry to-date, and what it’s like winning two Outstanding NZ Food Producer Awards.

Make the most of your toast, is a great tag line. In-fact all of your marketing is fun and cruisy… tell us more!

It should be fun and light hearted. We have a fairly serious label so it was great to build upon it with the tagline. It is all about the toast!

What are your goals as a company?

I wish you asked me this question four years ago when we were at the markets. We just went with the flow really without the planning. But do you know that feeling when you get reading a really good book that you just can’t put down? Fix and Fogg is like that. We make a great peanut butter and we want people to try it. That’s our motivation behind going into America. We aren’t obsessed with chasing the numbers.

Did you anticipate creating a lifestyle brand?

The people is massive. We have got a young, vibrant team. There is a massive interest in food and everyone has an opinion. We want to showcase the product and ingredients but also we wanted to start a conversation; who makes the product? And why are they making it – what motivates us to do what we do?

I see your win at the Outstanding NZ Food Producer Awards made your blog, how did the win make a difference for your business?

It was huge! We won for the chocolate peanut butter and a People’s Choice award. It is so great for three main reasons:

1. It brings together the food community. New Zealand is relatively small but we aren’t in a big industry. It was really nice to all get together. There is a true community aspect to it.

2. It was a very big honour to take out the People’s Choice Award. It gives us credibility and shows the quality we aim to provide. That is so important to us – the commitment to quality and great ingredients.

3. The Awards are just one night, but winning has a much longer, wider reach. Getting our name out there in the producer community was incredible for the brand.

Winning the People’s Choice Award shows you have a great following. What advice could you give to new food producers trying to build a strong brand community?

Look after your customers and listen to their feedback, both good and, more importantly, the bad. Your customers can be both your best critics and biggest fans.

What’s next for Fix and Fogg?

I still feel we have so far to go in New Zealand. Quality is really important and maintaining it can slow down growth. We are happy with the slower, organic growth in order to keep a sophisticated product.

I have been browsing on your website and you have some super great recipes on there, what is your favourite peanut butter recipe?

Ohhhhhhh. My wife made all of those recipes… she’s the keen baker and cook in our family. I kind of jump around a little and my favourites change with the season. Right now it would have to be the Smoke & Fire carrot salad recipe.

When in Wellington, drop by the Fix & Fogg shop window for a pit-stop and some scrumptious designer toast. If you are looking to add some goodness to your condiments cupboard, you will find an array of flavours at www.fixandfogg.co.nz, including their Award-Winning Chocolate Peanut Butter, and some pretty fly branded goods.

Tags: Fix and Fogg, New Zealand Food, Outstanding Food Producer Winner, Peanut Butter, Small Business

Fix and Fogg | Peanut Butter Makers