Success Stories

The change wasn’t as sudden as it might seem.

After more than 32 years living overseas, Ruawai-born Clayton Bennett had a desire to return home. His Irish-born wife Mary and their three children had experienced New Zealand through summer holidays here and liked what they found.

The couple had friends in the chocolate business in Ireland and Clayton says, “knowing that New Zealanders had a developing awareness of quality foods and food products, we felt there was a niche for somebody to produce higher-quality chocolates.”

Their company, Bennetts of Mangawhai, was launched in 1998 following two years of research, which included formal training in Belgium and a year spent setting up their factory and developing their products, relying on a tasting panel to help them understand the Kiwi preference for chocolates.

In seven years of operations, the company built up a nationwide customer base of more than 400 outlets. It produces an average of 5000 chocolates per day, rising to 8000 or 9000 at peak times, yet its stock is turned over completely in a week, ensuring that the products are fresh.

Bulk chocolate is imported from Belgium but the company looks to source its other ingredients from within New Zealand, such as locally-grown feijoas, kiwifruit and macadamias.

The company’s coastal location is reflected in the packaging, with the endangered fairy tern appearing on the logo.

In addition to stunning presentation and packaging, Clayton says another key element of the company’s success is “being particular about where we are represented. Our products aren’t available in supermarkets or chemist shops but rather in boutiques and delis and places like Smith & Caugheys, Kirks and Ballantynes.”

Bennetts won the best small business category at the 2004 Northland Business Excellence Awards and is a major employer in Mangawhai, providing employment for 15 residents, with many having their working hours set to fit in with the school day.

The appointment of a “superb” general manager freed up the Bennetts to spend time in 2005 exploring the next level for the company. “We believe we make a very good quality chocolate but there’s another level higher than what we currently produce,” says Clayton. “We felt it was important enough to spend a year in France – in my view, the French make the best chocolates in the world, using different techniques to the Belgians, so we went to France to understand how those chocolates are made.”

He sees overseas experience as invaluable. “New Zealand is a wonderful and beautiful country but you need to move away sometimes to see things. When you come back, you are richer for the experience and you can apply that richness.

“It gives you a point of reference and allows you to compare what you’re trying to do with what other people have done. The end result may not be what you originally envisaged – or how other people have approached it – but something that’s better than both.”

The company has outgrown its original premises adjoining the Bennetts’ home and in 2006, a new complex is under design, comprising a much-larger factory with a public viewing corridor, as well as a café and retail shop. This will allow Bennetts to offer its products directly to the public and introduce new product lines developed as a result of the knowledge gained from attending chocolate schools in France. Increased manufacturing capacity will mean the company can also take advantage of export opportunities.

 “We are expanding rapidly but we are also mindful of the dangers of expanding too quickly,” says Clayton. “We look to get the product lines, our quality, our packaging and presentation right and tested before we introduce them to the market and this does take time.”

He says the primary reason for basing the company in Northland is the fact that he was born here. “There’s an attraction in giving back what Northland gave me – my education and training at that time.

“The other attraction is of Northland is its open spaces and friendly people. We manufacture in a community with great people who are willing to work hard and are interested and caring about what we produce.”

New Zealand has now become Mary’s home and although she has strong family ties in Ireland, she says she has no desire to live there again. “Most Kiwis don’t appreciate what they have here – for quality of life, it cannot be surpassed.”