Supie

An online, membership-based market with a mission; to create a better and fairer grocery alternative for New Zealand.
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Supie brings a new model of grocery shopping online, replacing in store habits with digital experiences for consumers, while delivering game changing differentiation for suppliers. They provide a better and fairer grocery alternative for Kiwis. As a members only digital supermarket, Supie offers a full grocery range of both every day and premium products at the value that New Zealanders always seek.

Founded by Sarah Balle, is a passionate Kiwi with big ambitions to make a true impact, Supie is championed by Hadleigh Ford and Ben Scott (ex-SwipedOn) who also sit on the advisory board.

Sarah grew up in Pukekohe and her family is one of the largest market gardeners in NZ.  She truly understands the pain points of suppliers to the duopoly and is really passionate about changing the status quo.  In short, consumers don’t pay fair prices, suppliers aren’t paid fairly and it is a long difficult process to promote to supermarkets and secure shelf space for their products.  This is particularly true for NZ products as international providers have pricing advantages based purely on large quantities.

Supie has a lean operating model that incurs less overheads compared with bricks and mortar retailers, and its dedicated focus to online retailing. In comparison, it is able to market a significant range of products, including small, local suppliers, whereas the duopoly are restricted by shelf space available in stores and supporting their own brands, such as Select and Pams.  Supie has built up really good relationships with lots of suppliers and since the recent Comcom report was issued it has received tonnes of emails from potential suppliers wanting to supply to Supie. The company delivers to customers’ doors direct from their suppliers via the Supie Hub.

Supie’s, first seed round in October 2021 was capped at $2.5m and was well oversubscribed. It was heavily supported by Enterprise Angels, with both members and EA Fund 3 making investments.

REGION – Auckland

INDUSTRY – Food and Beverage

STAGE – Seed

INITIAL INVESTMENT DATE – October 2021

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