- Our Story
Farro Fresh Food is the brain-child of Aucklander’s James and Janene Draper. As Farro’s founders and directors, they started Farro in 2006 that stemmed from a desire to create a retail space that showcased the very best and finest of New Zealand food.
Farro Fresh is all about creating and sharing good food. We’re passionate about the quality of ingredients produced in New Zealand and how our local food loving communities have used them to create some of the most unique and exciting products in the world today. We are proud that as we’ve grown the food community around has grown too. We are a home for passionate cooks and chefs to come and be inspired, indulge in tastes, talk food, find something new or revisit an old forgotten favourite.
Farro actively encourages and assists small producers into the market and onto our shelves. The passion and drive of these producers is the cornerstone of what makes Farro Fresh such an exciting place to shop or to work.
Starting with a team of just twelve back in 2006, Farro’s staff now stands at almost 380 food loving individuals who create an environment that is fun, knowledgeable and exciting. As the business has grown, we have developed staff into new careers within the business, and we now have a dedicated core team working between the stores making sure you get the best experience at whichever Farro store you call your local. We pride ourselves on providing fantastic service coupled with top quality and value. We play host to our extended Farro Family – the amazing producers who are the foundation of our business – though tastings and instore events. If you are a regular you’ll know every week at Farro is different and an opportunity to meet another new passionate producer instore.
As the Farro Fresh family has grown so has our selection and our desire to feature the best quality in the best environment for our shoppers. We work very hard to keep our pricing at a level that is both competitive and enticing, helping you make outstanding food at everyday prices. Our head office team takes the job of selection for the Farro Fresh shelves very seriously and work to provide food that also reflects our own desires- free from artificial ingredient, of a high quality and of course exciting and delicious.
The entire team at Farro love to cook and are constantly being inspired by new ingredients, new ideas and exciting recipes. We commit to sharing that inspiration with our shoppers. We provide seasonal recipes throughout the store, that tie in with our monthly themes and through Feast – our in-house designed magazine which is a show case of everything great for your upcoming eating season at Farro Fresh. We also endeavour to stock those hard-to-find ingredients in your new recipe books, be up on trends and new styles and act as a resource for you.
As the years have passed, we’ve been able to really focus on what it means to be Farro Fresh. It feels like we’ve learnt so much from the past and can put that into daily practice. As a small family-run business, decision making doesn’t have to be delayed by bureaucracy, so when our head office team comes up with a crazy idea, we can action that quickly with the aim of benefiting our customers and producers.
Our drive is, and has always been, supporting artisan producers and we do this through playing an active role as an advisor to start-up food businesses who need that knowledge and assistance to simply get their product onto the shelf.
We love cooking and sharing food so part of our vision is inspiring others to take the time to cook something new, try a new ingredient or just serve up something different on a Wednesday night at your place.
We see Farro as a community – a place to come and talk with like-minded food lovers; a place to get inspired, meet artisan producers, try something new and to be excited about the very act of food shopping.
Supporting local for us doesn’t just mean local producers and artisans, but also ties in with our drive to help raise funds for local charity groups and also donate personally to groups. For more info on our charities go to: Charities we support.
From day one, we recognised that New Zealand producers were on the up, and we wanted to create a place for them to truly shine after many years of being seen as a second cousin to imported lines. Now we deal with over 500 individual producers every month and that is no small feat. Creating this dialogue means we work directly with our producers and in many cases they will create interesting and exciting new products just for the Farro audience. We are so humbled by their exuberance, skill and passion.