Why Pure is Always Better than Artificial

On a tiny sun-kissed island in the middle of the South Pacific grows some of the world’s best vanilla.
 
The island is called Va’vau and it is destined for global fame if Jennifer Boggiss, co-director of Heilala Vanilla, has her way. This determination is evident in the company’s mission statement: to be a globally recognised premium vanilla brand.
 
“We want to be in all the best restaurant kitchens around the globe, used in the best food products and available for purchase for home cooks in the best food retailers,” she says. “Our main competition is artificial vanilla which is over 98% of the world’s vanilla consumption. The challenge is making consumers aware that the $3 bottle of vanilla essence in the supermarket has no actual vanilla in it.”
 
Heilala’s pure vanilla extract products are derived from pods grown and dried in the sun and bear no resemblance to the synthetic imitation liquid. The creamy, floral and mellow undertone of pure vanilla extract makes it one of the most intoxicating flavours in the culinary world. 
 
The vanilla plantation in Tonga is in partnership with the local community and all the processing, marketing and distribution of Heilala Vanilla is done from Tauranga in the Bay of Plenty.
 
A qualified accountant, Jennifer’s connection to the island of Vava’u started with her father, John Ross, a retired dairy farmer. “Ten years ago, my father started a vanilla plantation in Vava’u as part of an aid project he had initiated after a devastating cyclone ripped through the island community. We holidayed there each year for a few years and like my father we also fell in love with the people and the place,” she says.
 
From there, New Zealand’s first commercial vanilla growing venture has blossomed into a truly trans-Tasman partnership based on fair trade.
 
“Heilala Vanilla is unique in the world of vanilla in that it is the only brand in the world that is direct from ‘plantation to pantry’. Vanilla is like coffee and cocoa – where it goes through many sets of traders before reaching the final consumer. We didn’t want to be subject to the global commodity markets of vanilla and decided to create a vanilla brand instead that benefits a community in a very remote part of the South Pacific,” says Jennifer.
 
Due to the success of the venture, the Heilala Vanilla Foundation was established this year to assist with providing equipment and resources to the local school and hospital in Vava’u. The Foundation builds on the close relationship the founders of Heilala Vanilla have established with the community.
 
Heilala’s first vanilla harvest in 2005 was 40kg; last year the company harvested nearly five tonnes and now exports its products to six countries including Australia and the US.
 
“Often the day-to-day of building a business from the beginning can at times feel like a very hard and tiring slog and a corporate job seems like an easy option. But reflecting on where we have come from makes it all worthwhile.
 
“We want Heilala Vanilla to be to Tonga what Fiji Water is to Fiji. Our aim is to put this tiny South Pacific nation in the minds of foodies everywhere.”
 
Jennifer’s 5 top tips to great business
 
- Invest early on in key staff. You can’t be all things to all people and having key staff as part of your team elevates your business to the next level.
 
- Establish an advisory board and meet regularly – objective external advice is invaluable in moving forward.
 
- Starting a new business is hard work and things don’t always go to plan. When this happens remember that nothing worthwhile comes easy. Otherwise everyone would be doing it!
 
- Having a genuine and engaging story behind your brand helps get off the starting blocks. However you need to develop and work very hard on telling the story in a way that resonates with your customers.
 
- If you plan on exporting, you need to be prepared to travel to those markets and immerse yourself in the local networks relevant to your business sector.
 
www.heilalavanilla.co.nz