William Aitken & Co:
The WAC Story

For over 80 years, William Aitken & Co (WAC) has been a cornerstone in New Zealand's FMCG industry, showcasing a rich history of resilience, innovation, and unwavering commitment to quality.

At WAC, we believe in offering Kiwi shoppers a curated selection of high-quality products, sourced both locally and globally. With a heritage spanning eight decades, this family-owned business has evolved into one of New Zealand’s largest privately-owned food importers.

Our journey began during the Second World War when our founder leveraged his extensive contacts and experience in government provisioning to establish WAC. Initially importing essential food items scarce in New Zealand, such as rice, dried fruit, jam, canned fish, nuts and olive oil, WAC quickly became a trusted name in the industry.

As the grocery industry evolved from small corner stores to large supermarkets, so did WAC. Our adaptability and foresight in supplying supermarkets marked significant milestones in our growth, allowing us to keep pace with the changing landscape of retail.

Today, WAC embodies adaptability, collaboration, and efficiency. Our experienced and dynamic team maintains strong relationships with retailers, working with suppliers to deliver a diverse selection, including private label products.

We partner with brands that prioritise future-proofing the planet, aiming to contribute positively to the environment and society.

We may be small, but we are mighty, ensuring brands can thrive in New Zealand's leading supermarkets. As we approach our 100th year, we remain dedicated to upholding our legacy of trust and innovation, serving New Zealand consumers with the highest quality products.

Our values

Brand champions

We don’t just distribute products — we champion brands. We move brands forward.􀀀

Agile by nature

Flexibility is in our DNA.
Quick to adapt, fast to deliver

Partners in success

Business built on relationships and trust, rooted in family values. Strong bonds, long shelf life

Sustainability in action

Leaving things better than we found them. Not just ticking boxes but packing purpose.

Decision with purpose

Informed choices, accountable actions.

Rachel Murrell

Rachel Murrell, the Managing Director and owner of William Aitken & Co, brings over 20 years of experience in the FMCG industry. Under her leadership, WAC has embraced modern business practices while staying true to its core values of adaptability, collaboration, and efficiency.

Rachel’s deep understanding of the supermarket industry, cultivated through her roles at renowned companies like Cerebos Gregg's, has been instrumental in aligning WAC with current market trends and consumer demands. Her strategic vision and innovative approach have driven WAC’s growth, ensuring that the company remains a trusted partner for brands looking to thrive in New Zealand's leading supermarkets.

Rachel is also committed to sustainability and ethical practices, guiding WAC towards becoming a Certified B Corporation. Her dedication to building strong partnerships and fostering a collaborative environment is evident in every aspect of WAC’s operations.