WAC – Our Story

Today

From its Kingsland premises in Auckland, Rachel Murrell runs WAC business, that not only imports but works with New Zealand brands and locally manufactures for supermarkets and food service across all categories.

Then

Way back in 1944, Bill Aitken realised that refugees of the war in Europe were bringing new ideas about food to New Zealand, and that the products they had traditionally cooked with, were not readily available in this country.

WAC was originally set up to import and market food products from Europe, and in so doing began the popularisation of a new way of cooking for Kiwis who had mainly been brought up on British fare, using olive oil from the now market-leading brand Lupi.

Over the last 75+ years, WAC grew to become one of the largest independent food importers into New Zealand, specialising in selling and marketing overseas brands to FMCG retailers under the management and ownership of Bill’s grandson, Graham.

Managing Director

Rachel Murrell

Rachel Murrell has over 20 years’ experience within the FMCG Industry. Working across small to Corporate business in Food and Health & Beauty categories within NZ covering major NZ Grocery Retailers.

In 2018 Rachel joined the WAC team as Business Manager moving through to Sales & Marketing Manager then General Manager 2021. Late 2021 she took the leap to Managing Director/Owner of WAC.

Rachel volunteers her time to FGC committees, Membership services and Sales and Marketing Agencies working groups.

What we do

Supporting Specialist New Zealand FMCG Companies

Assistance for FMCG companies which are not of a size to justify their own marketing and sales infrastructure.

Marketing And Selling Brands Developed And Owned By WAC

WAC has developed and owns brands, representing them in the NZ market.

Importer Of European Foodstuffs

In particular, Mediterranean foods, and now supplemented by imported foods from Australia, China and South America.

Developing Supermarket Home Brands

WAC supports the sales and marketing of Supermarket Home Brands, representing them in the NZ market.

Full service marketing, sales, promotional & administrative support

WAC has the resources to provide ‘full service’ marketing, sales, advertising, promotional and administrative support for any food brand wishing to enter the New Zealand market, and to gain a substantive share.

These functions are backed up by an infrastructure which provides sales representation, merchandising and demonstrating into supermarkets throughout the length and breadth of New Zealand.

WAC has 75+ years experience as one of New Zealand’s largest independent local and international food & beverage company.
Street Address:
Suite 3, Level 1,
399 New North Road,
Kingsland, Auckland 1021,
New Zealand
Telephone:
+64 9 370 0000

Email:
wilait@wilait.com
Copyright © WAC 2023