The
company’s most important export market is Australia but its beverages
are also found in 10 other international markets including Dubai,
Malaysia, Hong Kong, Fiji, Rarotonga, Singapore and South Korea. Around
80 percent of sales are in New Zealand and the rest are offshore.
Phoenix
was founded 21 years ago by husband and wife Chris Morrison and Deborah
Cairns, together with Roger Harris, with a vision to create beverages
that would be good for the planet and good for the health of its
people.
The business grew steadily in size and popularity
and, in 2005, was bought by another premium beverage company,
Charlie’s. By combining their networks, the two have become New
Zealand’s most widely distributed premium beverage drinks company.
Since the merger, Phoenix has continued as a stand-along operation and its founders act as consultants to the business.
Phoenix
had its beginnings in 1986 when Chris Morrison and Deborah Cairns
started soaking the labels off beer bottles and filling them with home
made ginger beer. Their first commercial product was a naturally
fermented ginger beer, made with fresh ginger, lemon juice and yeast,
which is still one of the company’s most popular products.
Twenty years later, Phoenix is a multi million dollar business with six product ranges.
CEO
Stefan Lepionka says a key to Phoenix’s success has been its commitment
to sustainability, which runs through every facet of the business. The
company is outspoken in its opposition to genetic engineering and
encourages its consumers to buy and behave ethically.
Paper,
plastic and glass are recycled at the company’s premises, food
materials are composted and rainwater is reused for cleaning and garden
watering. The Phoenix factory is surrounded by native trees planted to
offset carbon-dioxide emissions from the company’s vehicles.
“We
are also constantly looking for ways to be more sustainable in our
business activities. For example, we recently traded in our vehicle
fleet to replace it with a more fuel-efficient one.”
Another
recent initiative has seen the company switch to labelling made from
renewable wood pulp, which is certified to international composting
standards.
In 2007, Phoenix bought a bottling plant in
Australia, significantly reducing the weight of both its freight across
the Tasman (the juice is shipped in large drums) and, at the same time,
its global footprint, says Mr Lepionka. In other international markets,
Phoenix works with established distributors to sell its products.
Phoenix
buys much of its organic fruit from New Zealand growers with the
balance – fruits that don’t grow in New Zealand such as mangoes,
passionfruit and guavas - from other markets. The company has developed
innovative cold storage systems to keep the fruit fresh for ongoing
processing through the season.
Lepionka says the company buys
as much of the organic apples and feijoas available in New Zealand as
it can, ensuring commitment from its suppliers by offering premium
prices and certainty of purchase.
“Our beverages are not the
cheapest – reflecting the fact that we pay our growers at least a 40 or
50 percent price premium over conventional fruit. However, they are the
most sustainable on the market and our consumers know that what they
are drinking is pure, safe and made according to environmentally
friendly and organic principles. That has bought us significant brand
loyalty.”
Together, Charlies and Phoenix are growing rapidly
with sales increasing more than 50 percent in the year to June 2006.
Growth in Australia is particularly strong, doubling every year.
Lepionka
says the merger has bought benefits for both companies. “There is a
similar culture in both Charlies and Phoenix – we are young, dynamic
and don’t have a corporate culture. The sustainability values in
Phoenix are being transferred to Charlies and both companies have
increased their reach by joining distribution systems.”
Phoenix and Charlies have a combined staff of 100.
www.phoenixorganics.co.nz
