7 minute read
The world of Whittaker’s
Ah, chocolate. It’s been said to alleviate stress, cure heartache and even acts as an aphrodisiac. Much like gold redefined, it’s that of which has become one of the most cherished commodities in the world. Here in New Zealand, we’re no exception to this.
By Rosie Duff
On that note, it seems fitting to introduce you to James Henry Whittaker; a Kiwi gentleman who had a particular taste for the sweet tasting treat. Operating out of his residence in Addington, Christchurch, in 1890, James famously set up shop from the back of a horse-drawn cart, selling his confectionery to customers donning hats of the boater and fedora variety. Met by resounding success within the marketplace, some six years later in 1896, James went ahead and registered his company under his surname. Though he wasn’t to know it then, Whittaker’s chocolate has since become something of a national treasure. Nowadays, the brand’s beloved blocks – from bean to bar – are made at the company’s factory in Porirua. Proudly palm-oil free, you can find them stacked upon confectionery aisle shelves all around the country. Packaged in gold, they’re kind of hard to miss.
The passing of the torch
Fourth-generation siblings, Matt and Holly Whittaker, fondly recall growing up alongside the family business – from spending their school holidays working on the factory floor to their roles as co-chief operating officers today. But it hasn’t always been smooth sailing for the brand. Between wartime rationing to pandemic panic buying – “a lot has happened in Whittaker’s 125-year history,” Matt and Holly agree. In a trip down memory lane, the siblings describe how after James Whittaker, came their grandparents’ generation, who created the iconic K Bar and Peanut Slab. A little-known fact, they share, is that originally when you went to purchase a Whittaker’s Peanut Slab, the shopkeeper would have to cut off a chunk from a giant two-kilogram chocolate block that sat in the cabinet. As 50 grams was the most popular size to get, it was decided it would be a perfect single product to manufacture. Henceforth, the Whittaker’s Peanut Slab we know today was born. Since 1978, their father and uncle, Andrew, and Brian, have run the show and continue to have a hands-on role in the factory to this day. It was them who introduced the classic Whittaker’s 250-gram block, plus countless other innovations. While each generation has left its own unique mark and shaped the brand as it stands today, the one thing that has remained consistent throughout, Matt and Holly say, is “the focus on quality, which is underpinned by a genuine passion for chocolate”.
The proof is in the pudding
By way of happy coincidence, as Whittaker’s celebrated their 125th anniversary in 2021, they were also named by Reader’s Digest as Aotearoa’s Most Trusted Brand for the 10th year running. Matt and Holly confirm that this is something they’re really proud of, “especially as the award is voted on by the public – we’re honoured by their trust in Whittaker’s. “We take this as an endorsement of our focus on quality and innovation, our commitment to genuine engagement with Whittaker’s chocolate lovers, and the ongoing progress we’re making on our good honest chocolate journey.” It is Whittaker’s lengthy history of chocolatemaking that gives their story distinction. Indeed, their status as one of the nation’s eldest chocolatiers puts the brand on the map of New Zealand’s culinary history. Regarding the level of investment it takes to maintain a 125-year legacy, Matt and Holly’s advice is simple, yet sweet: “The most important things are to focus on quality and engaging meaningfully with your customers, as well as knowing what your values are and staying true to those in everything you do.”
Behind the scenes
Whittaker’s fine and fabulous flavour combinations have largely contributed to the brand’s widely revered status at home and overseas. So much so, it’s often New Zealand’s claim to international fame. When it comes to the Whittaker siblings, they both tend to favour the classics. But, while Holly enjoys a Creamy Milk Chocolate Sante bar, Matt says he can’t go past a good old Peanut Slab. Upon unwrapping the mystique behind Whittaker’s product development, Matt and Holly explain that it involves everyone within the company, “from Andrew and Brian Whittaker themselves, to our staff in the factory”. The process in its entirety, is headed by their new Product Development manager, Megan Sinclair, who has a micro-lab in-house. Some might say, this is where the magic happens. “Any new creation begins as a sample block that Megan and her team create, taste test and rework until it is perfect,” the Whittaker siblings explain. In terms of sourcing ingredients for their chocolate bars, Matt and Holly clarify that the company seeks to keep it local wherever possible. “We’re fortunate that some of the world’s best ingredients are able to be sourced right here [in New Zealand] – including the milk used to make our milk and white chocolate.” Featuring the likes of Mossop’s Manuka honey, and Hawkes Bay Black Doris plum just to name a few, the siblings explain that the Whittaker’s New Zealand Artisan Collection is specifically dedicated to supporting local producers who share their passion for quality. Canterbury hazelnut supplier ‘Hazelz’ is the latest local producer to partner with Whittaker’s for their Artisan range, to create the Canterbury Hazelnut in Creamy Milk Chocolate block; the first flavour to hero a premium ingredient sourced from the region. The tale behind how this newest addition came to be is rooted in the Whittaker family tree. “We wanted to showcase Canterbury, not only because it’s a special part of New Zealand, but also because it’s part of the Whittaker’s story, since our great grandfather first sold his confectionery out of his home in Addington in 1896. “Also, there is something truly special about Canterbury hazelnuts – they can’t be beaten on taste!”
Good honest chocolate
‘Best is always better’, is the name of the game at Whittaker’s - something all chocolate connoisseurs could agree on. Only, Matt and Holly share that their commitment to the best goes beyond flavour. “We strive to do what we do in a good, honest way,” they say. “That encompasses efforts across the business to improve our ethical and sustainable practices every step of the way, from supporting our community and suppliers, to developing sustainable packaging, to seeking ingredients that are ethically and fairly produced.” To illustrate this, Matt and Holly point towards the brand’s recent fundraising work with local charities, Kiwis for Kiwi and Whanau Awhina Plunket, as well as their ongoing partnership with Rainforest Alliance – an international non-profit organisation working to improve the way crops are grown and harvested. “We recently extended our commitment to ethical sourcing through our partnership with Rainforest Alliance, so that our entire range of 116 products crafted with Ghanaian cocoa beans is Rainforest Alliance certified,” they explain. Up next on the company’s goal sheet, is to ensure full traceability from farm to factory for all of the cocoa beans used to make their chocolate by 2025, as well as delivering on their commitment to use 100% percent sustainable packaging by 2025, building on where they are now with more than 75 percent of their packaging being recyclable.
So, what’s to come?
In 2020, it was announced that the Whittaker’s factory was expanding. News, that no doubt prompted a collective cry of joy from chocolate lovers around the globe. While Matt and Holly don’t give away too much further on this front, they do confirm that although Aotearoa remains their number one priority, Whittaker’s have indeed been growing their presence in existing export markets, such as Australia. “We now have nationwide distribution in all 800 Coles stores, as well as selected Woolworths and Big W stores and independent retailers. “[The factory expansion] has enabled us to increase our production capacity while maintaining our beans-to-bar chocolate making process, which ensures our highquality standards are maintained,” they say. As concerns new products in the pipeline… Matt and Holly promise that Whittaker’s is on the job. “This year alone we have done a number of exciting collaborations with brands like Pic’s and Griffin’s, in addition to a range of new chocolate flavours. “Rest assured, we’re working on other new flavours, and Whittaker’s Chocolate Lovers will be the first to know!” CT
