Small business
Supplement firm Nuzest and its Good Green Stuff
A brief description of the business
Nuzest is a lifestyle health supplement company that focuses on high-quality nutritional solutions. It was founded by Trevor Bolland in New Zealand five years ago and now sells in dozens of countries worldwide. Our business is actually the licensee and distributor of the Nuzest brand in New Zealand. We have licensees in the US, Europe, the Middle East and Southeast Asia.
What inspired the business?
The business started more as a solution than an idea. Longtime family friend and now business partner Trevor, his daughter Monique was diagnosed with multiple sclerosis at 23 and he gave up work and embarked on a global search speaking to all kinds of experts to get answers to the challenges she was facing. A big part of her having the best life she could was nutrition and high-quality supplements, so to be sure she was getting the best he decided to have it formulated by experts and to have it made himself — that's how the brand began.
Why and when did you get involved with the brand?
I've been involved with Nuzest since its inception and development. Our children grew up together so it was personal for our family as well. When Trevor looked to appoint a New Zealand licensee and distributor it was both an opportune time and an interesting challenge for me to switch careers.
How did Nuzest get off the ground?
Trevor and I were involved with distributing another brand out of Australia which we had the rights to in Europe and in New Zealand. We spent two years establishing the market and then had the rights taken away when it changed hands. Although it was a tough time, it was actually the catalyst for Nuzest.
How big is your team?
When we started in New Zealand it was just me and my daughter Claire but we now have 15 permanent staff and 12 casuals.
Where are your supplements made and manufactured?
We launched the first product, Good Green Stuff, in 2012 and Clean Lean Protein came along a month or so later. Good Green Stuff is made in Nelson. There are 77 ingredients and it's made very carefully, blending small batches together until gradually it builds up to the full production. The pea protein, which is the main component of Clean Lean Protein and Just Fruit & Veg, and in Good Green Stuff, is made from premium golden peas grown under contract in northern France and processed using a world-leading natural enzyme process by a sixth-generation family company in Belgium.
Who takes your products?
There are a large number of sports people taking our products including in rugby, netball, football, cricket and motocross. We also have Olympic athletes taking it, and those from rowing teams, and international competitors in Crossfit.
Do you have sponsorship deals with any sporting stars?
We have a policy that we don't want to pay people to plug our product if they don't love it and if they don't take it. We supply people with product, or give them a healthy discount, and in return they post on social media or talk about it within their communities. We don't have any formal agreements with ambassadors, there's no contracts, we just say, “Look, if you love the products, tell all of your fellow players and if from time to time you can do an Instagram or Facebook post and our product happens to be in the photo, that's fine,” and that's generally what happens.
What's next for Nuzest?
Our plans are to continue to improve our products, and we've got a number of new products ready to bring to market when the time is right. We want to develop the global presence of the brand and expand into other markets. Both Trevor and I are in our 60s so at some point we have to think about succession or exit, but we both think we're going to live to a grand old age so there's really no hurry.
Do you have plans to expand into Asia?
We're looking at China. There's certainly an increasing emphasis on food quality, particularly among Chinese who have more discretionary income.
What's the biggest lesson you've learned in five years of business?
In a growing business that requires stock, the more you grow, the more cash you need. It has taken twice as long as we thought to get established so we've put every cent we've made back into the business over the past five years to get us to where we are now, and we'll continue to do that.
What advice do you give others thinking of starting a business?
Do your research, and get advice from people experienced in your sector. Be prepared to work long hours for a long time and make sure you have enough funding to keep going for at least a couple of years.