From five crates to thousands: Foodstuffs backs Asian produce business to grow into nationwide supplier
Healthy n Fresh co-owner Peter Pan
What started with just five crates of bok choy delivered to PAK'nSAVE Royal Oak has grown into one of New Zealand's leading fresh produce success stories.
Asian produce supplier Healthy n Fresh now supplies thousands of crates of bok choy every week to Foodstuffs PAK’nSAVE, New World and Four Square stores, alongside a growing range of fresh fruit, vegetables and specialty grocery products that help meet the changing tastes of New Zealand shoppers.
The business was founded by Peter and Michelle Pan in 2008. It has grown from a small family operation of three into a national supplier employing more than 100 people at its Karaka site and 7,000 square metre distribution centre in Auckland.
Foodstuffs North Island Brigit Corson says the partnership demonstrates what can be achieved when retailers and suppliers work together long term.
"Healthy n Fresh is a great example of how we partner with suppliers to help them grow while delivering greater choice for our customers.
"We've worked with Peter and Michelle from the beginning of their journey, supporting them as they've expanded from supplying a handful of crates to becoming a trusted supplier to around 350 Foodstuffs stores across New Zealand.
"It's a relationship we genuinely value because we're both focused on quality, innovation and providing customers with authentic products they want."
Healthy n Fresh specialises in hydroponically grown leafy vegetables alongside providing locally grown and imported Asian fruit, vegetables and grocery products, including bok choy, choy sum, okra, turmeric, dragon fruit, lychee, durian, vermicelli, red dates (jujube) and mooncakes.
The company's purpose-built 28-hectare Karaka farm is home to one of New Zealand's largest hydroponic facilities for leafy greens. Across 15 greenhouses covering 60,000sq metres, Healthy n Fresh grows more than 40 varieties of produce and harvests over 4,000 tonnes annually. The business is continuing to invest, with new crops including eggplant, chillies and sugar snap peas.
Healthy n Fresh greenhouses in Karaka where they grow a range of leafy greens and other produce. They use rainwater to water plants and little to no spray, instead opting for chemical-free insect stickers as a sustainable way to keep insects at bay.
Peter Pan says Foodstuffs has been instrumental in helping the business scale. At the time, Foodstuffs Fresh DC Manager Tony Olsen brought them on board, giving them the opportunity to introduce their first product to a PAK’nSAVE store in Auckland.
"When we first started, Foodstuffs and PAK'nSAVE Royal Oak gave us an opening and placed an order for five crates of bok choy. That support gave us confidence to keep growing.
"Today we're supplying stores right across New Zealand and moving thousands of crates every week."
PAK'nSAVE Royal Oak owner-operator Michael van Brink remembers those early days well, including their first instore tasting, when they served about 500 plates of blanched bok choy with soy or oyster sauce to introduce customers to something many of them hadn't cooked before.
"We've partnered with Healthy n Fresh for 17 years and watched the business grow from the very beginning.
"Today, bok choy is a staple for many shoppers and Healthy n Fresh has helped us build a broader Asian produce offering that reflects the diversity of our local community."
The partnership comes as demand for authentic international ingredients continues to grow. Foodstuffs research shows that the country's growing Chinese and Indian communities, together with more Kiwi households exploring international cooking at home, are increasing demand for a wider range of fresh produce and specialty ingredients.
Corson says supplier partnerships are key to helping Foodstuffs respond to changing customer needs.
"Our supplier partners bring expertise, innovation and deep knowledge of their products. By working together, we're helping businesses grow, creating opportunities for local producers and making it easier for customers to find the products they're looking for in their local supermarket."
Healthy n Fresh's commitment to sustainability and innovation has also earned industry recognition. In 2025, the business received seven awards including the Ballance Farm Environment Awards, the Supreme Regional Award, Bayleys People in Primary Sector Award, Hill Labs Agri-Science Award, Norwood Farming Efficiency Award, and NZ Farm Environmental Trust Innovation Award.
As New Zealand's communities continue to evolve, partnerships like the one between Foodstuffs and Healthy n Fresh are helping ensure supermarket shelves reflect the country's increasingly diverse tastes while supporting the growth of successful New Zealand businesses.