🎂 Secret Kiwi Kitchen Turns 5 — It All Started with a Vision Walk

Five years ago, my husband Noah took me on a “vision walk”

(yes... he is from California). The idea was simple: pretend it’s five years from today. Describe what you see, what you’ve built at Secret Kiwi Kitchen, and how it feels.

I said I wanted Secret Kiwi Kitchen to become one of New Zealand’s little gems—a brand that’s trusted and loved and that I am proud of. I wanted to see our products on store shelves throughout the country and around the world (we hadn't even sold our first pack at this moment in time). I wanted to create fabulous food products and work alongside kind, clever, supportive people. All of that has come true!

I also had a financial goal. I haven’t quite hit it (though I’m getting closer every day)—because the truth is, growth takes investment. Launching new products, entering new markets, and scaling a business all require resources. I believe in Secret Kiwi Kitchen and the brand we’re building. And that’s worth all the hard work and money reinvested.

And at the end, when pressed to get very specific, I said:

“I want to take the whole family to Byron Bay to celebrate our 5th anniversary.”

🛖 Spoiler alert: I didn’t make it to Byron Bay.
Instead, as I write this, I’m sitting in our little Airbnb on the North Shore of O‘ahu, Hawaii, with Noah nearby and a hot coffee in hand.

We’re working remotely—another unexpected gift from this business. Soon, we’ll be in Mexico, researching spices for new products we are creating (yes, we’re on a bit of a self-created spice trail).

It’s not a vacation in Byron Bay. It’s better: it's taking Secret Kiwi Kitchen to new levels and expanding our geography and our product line. It’s become more than I ever dreamed.

🧁 From a Home Printer to 700+ Stores
We started this company in 2020 during lockdown after losing my job during COVID. I printed our first labels at home, stuck them on coffee bags with a Pritt Stick.

We didn’t have funding or connections. But we had:

-A brownie mix that made people smile.
-A commitment to real, clean ingredients.
-A lot of moxie.
-And a five-year plan that felt like a long shot.

Along the way, I convinced Noah—my culinary-genius husband, taught by his Mexican uncle Rudolfo—to help me run the company and co-create products like our DIY Hot Sauce Kit.
Slowly but surely, we built a kitchen-table company with big dreams. 

Secret Kiwi Kitchen is now in New World, Woolworths, Farro Fresh, Briscoes, Mitre10, and lots of amazing independent stores throughout New Zealand. We're so grateful for these amazing partners.

🇺🇸 We Just Incorporated in the USA (!)

Just recently, we officially incorporated in the USA. A massive step for our little company. New customers, new stores, new opportunities. Last week, I got an unsolicited order for flowers from Iggy’s Bread in Cambridge/Martha's Vineyard, a place I adore, and I was thrilled. It was one of those full-circle moments. Small but huge.

But no matter how big we grow, I’ll never forget the support I have received from all of you. Our customers. Our stockists. Our taste-testers. The people who ordered during lockdown, who told friends, who sent us photos of their bakes.You helped us survive supply chain chaos, inflation, store closures, ingredient shortages,  setbacks, all of it!

💛 Here's to the Next 5 Years

Thank you for growing with us.
Thank you for trusting us in your kitchens.
Thank you for being part of our story and making life all the sweeter.

Lulu 💛