Features > Western Focus
Cheers for a healthy fizz
By Virin Gomber
Thursday, 13 August 2009
A vision started more than a couple of decades ago by three adventurous souls is today a big, bustling group of people, working together to make a difference - to the community, to the planet and to the health of its people.
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“The café market was starting around that time in New Zealand; and Phoenix, established around natural and healthy principles of food, has built up an impressive presence there since its formation,” marketing and sales manager, Charlie’s Trading Company, Ron Curteis, told Western Focus.
“Our first product was naturally fermented ‘Ginger Fizz’. About ten years later, reacting to the trend in marketplace and consumer desire, we decided to go organic,” he said.
The Phoenix Organics brand is now part of the Charlie’s Trading Company Ltd, after merger with the juice company Charlie’s in 2005. With a range of about 80 various drinks, and the presence of Charlie's and Phoenix in cafes, servos, supermarkets and restaurants around New Zealand, they have established a wide base in the local market.
Their range now includes ginger beer, honey sweetened fizzy drinks, mineral water, fruit juices, herbal colas, low sugar drinks and hot beverages.
“Supply of certified organic ingredients is always the biggest issue and remains a constant challenge. In the beginning it was tough, due to limited demand and low supply of organic ingredients. Currently all our product ranges, except our hot beverage range, are certified organic,” Ron added.
A purpose built manufacturing facility, created in west Auckland, to bottle the produce, follows sustainable business principles taking responsibility for its impact on society and the environment.
“Though it can be more of a focus, we take it very seriously. We’re members of the Sustainable Business Network, which is a great help in this direction. We changed all the cars in our fleet recently to cut down on emissions, and switched over to electricity off sustainable generators. Our packaging is mostly recyclable with bio-degradable plastic labels, and we even collect our rainwater,” he proudly commented.
“Besides, we also have our own worm farm, and our factory uses a lot of natural light and special hoses to save water.”
Ron thinks businesses need to collaborate to achieve more toward sustainability by focussing on transport, packaging and recycling issues. He said public place recycling should be a major point of consideration and a responsibility of retailers.
Though mainly catering to the New Zealand market, the company also exports to Australia and South East Asia. With a plant now in Australia as well, they have a staff of about 65 working for them.
“Though it’s a bit expensive to be an organic and sustainable business, the consumers appreciate our efforts. That’s reflected in our success in the market over the years. Though a bit slow at the moment, we are experiencing steady growth, despite the recession.”