Harraways, New Zealand's iconic oats company, is celebrating 150 years of operation in New Zealand and employing many talented Kiwis over these years. The company is acknowledging it's achievement in various ways, including lauching two exciting new products and offering 150th collectibles to their customers.
At the Company's 150th celebration function last week, the Chairman Trevor Scott announced the donation of $100,000 to the University of Otago's Department of Food Science. The donation would be spread over 5 years and fund a visiting professor to the city each year that would include public forums in both Dunedin and Auckland.
Since 1867, the oats and flaked grain mill that took the Harraways name has been operating from its original site in Green Island, Dunedin. To this day it remains privately owned. Henry and Catherine Harraway were the first generation of Harraways who produced flour for the growing population of Dunedin. Over time they had 21 children.
In 1893, Henry Harraway replaced stone grinding with an oat roller milling plant and it processed 1000 tonnes of oatmeal in its first year. This heralded the commencement of breakfast cereal production for Harraways, however the production of flour remained the priority for the Company during the 1900s.
Harraways has employed many dedicated Kiwi people over this period who have helped to shape the business into what it is today. There are a couple of interesting recollections from some of these employees.
Mr Ross Sanson, who worked with the company as a maintenance operator in the 1970s and 80s recalls that speed was essential.
``I had to take full bags off all machines and get empty ones on for filling, all at set times. One got to know the speeds of filling. I was to do the evening shift. This would finish anytime between 10pm and 4am. Usually about 1am though.
I would come in and see the kg output amount that the two full time and one part time workers had put out during that day, then I would go and double that kg output on my own during that shift. It was a matter of pride to me when I better than doubled their figure,`` Mr Sanson said.
Mrs Veda Rose was an oats packer between 1958 and 1967 recalls her experience with the company. 1958 was about the time women started going back to work and I had the opportunity to get a job down there (Harraways Mill). I hesitated for a long time but I ended up working there for about nine years and enjoyed every minute of it.
We had to work hard of course, but the company was wonderful. They were a good firm to work for, with a good team, we used to get on very well together. We all knew each other and everyone's families. We had a lot of fun and used to sing and play jokes on each other.
Since 2000 the company has focused principally on its oat assortment - given the superior commercial returns (versus flour) in modern times.
Harraways is now a truly global business, exporting its fine produce to a number of locations around the world, with strong custom in South East Asian markets.
- New Birthday release Oat Singles products with free themed collectables.
- The core, existing range being now in new packs. They feature the 150 years of trust logo. The look is contemporised and each pack displays added appetite appeal.
- Further limited edition collectable offers will run in select grocery stores nationally.
- Multi-media exposure will be utilised also. There will be branded buses, a morning sponsorship on The Edge and some interesting social media posts via Instagram and Facebook!
Facts about Harraways:
- The company's origins date back to 1867 which means millions of kiwis have grown up with Harraways for breakfast. Harraways originates from the only remaining commercial oat and grain mill in Dunedin. This famous Dunedin Mill is only 29 years younger than Dunedin itself! Dunedin was founded by the Scots in 1848. And Harraways' Mill shares its birth year with the Royal Albert Hall in London! An old classic alongside the famous landmarks of the world.
- Harraways oats compare strongly in nutritional terms against imported oats and are Southland and Otago sourced. Given the peaty soils, cool nights and hot days these NZ oats compare in quality terms to Central Otago wines. Some would argue the South of New Zealand is the best climate in the world for growing premium oats, alongside fine red wines.
- Nutritional testing against imported oats has revealed Harraways oats contain less sugar and salt and more fibre and protein than imported varieties.
- Research shows 9/10 kiwi consumers are satisfied with Harraways Oat Singles and 7/10 consumers would recommend Harraways once they've tried a product from the range.
- Unprompted 1 in 2 Kiwis are aware of Harraways a strong brand recall.
