Early Funding Path
Bootstrapped
First Customers
Farmers’ markets
Founded (Year)
2014
Key Tactics
Artisan nut butters
Type
Food CPG
Vertical
D2C Brand
Website
Fix & Fogg was founded by Roman and Andrea Jewell in 2014, self-funded at first with small-batch production and sales at farmers markets in Wellington.
Early demand and word-of-mouth drove growth before they scaled production and entered retail.
Startup Rollercoaster: Fix & Fogg
The Spark – Passion Meets Peanut Butter
- In 2013, Roman Jewell made a New Year’s resolution to broaden his skills beyond law; experimenting with hobbies like beekeeping, pottery, then deciding to try making peanut butter.
- He and his wife Andrea made small batches in their kitchen and sold their first peanut butter jars at Wellington farmers markets.
The Peak – Local Buzz & Unique Flavours
- Their peanut butter lines — including “Smoke & Fire” flavour — quickly picked up a following for taste and quality.
- Media coverage and word-of-mouth helped demand spread beyond the weekend market crowds.
The Drop – Scaling Production
- Moving from kitchen-based production to consistent, larger scale output posed challenges.
- Maintaining quality, consistency, flavour, and uniqueness while increasing supply required better equipment and processes.
The Reset – Build the Base & Brand
- Fix & Fogg invested in dedicated manufacturing capability.
- Sourcing high-quality peanuts, exploring different flavour profiles, and developing packaging that stood out became priorities.
The Discipline – Learning as They Grew
- Heavy emphasis on direct feedback from markets and customers.
- Keeping product lines focused, ensuring each jar delivered on the brand promise of flavour, quality, and sustainability.
The Climb – Expansion & Recognition
- Expanded into supermarkets in NZ, then overseas (Whole Foods in the U.S., Amazon etc.).
- Gained recognition not just for flavour but for branding, sustainability credentials, packaging design.
- Their craft / story-led approach helped them scale while keeping loyal customers.
/w=3840,quality=90,fit=scale-down){kind=logo}