How a 1920s calendar doodle created a dominant New Zealand grocery empire

Cultures · Published 10 October 2026 Swipe more like this →

In short: Foodstuffs controls over half of New Zealand’s grocery market, operating hundreds of stores under banners like Four Square, New World, and Pak'nSave. Born from a 1922 co-operative buying group, this retail giant has shaped the nation's shopping habits, despite recent regulatory hurdles and debates over its massive market influence.

The origins of Foodstuffs date back to 1922, when J Heaton Barker organized Auckland grocers into a co-operative buying group. The iconic Four Square brand emerged in 1924 after Barker circled a date on his calendar, deciding the name represented a resilient stance against any adversity. This co-operative model expanded across the country, with regional groups forming in Wellington, Christchurch, and Dunedin over the following decades. By 1949, these entities consolidated under the name Foodstuffs (NZ) Limited.

Today, the organization functions through two major regional entities: Foodstuffs North Island and Foodstuffs South Island. Together, they command an estimated 53% of the New Zealand grocery sector, creating a duopoly alongside Woolworths. Their retail strategy is highly diversified, ranging from the upscale, full-service New World supermarkets—which introduced American-style service to the country in 1963—to the no-frills, discount-focused Pak'nSave chain, which launched in 1985. They also manage convenience stores, liquor outlets, and private labels like Pams.

The company's scale has drawn significant scrutiny. In 2023, Foodstuffs proposed merging its North and South Island operations to eliminate duplication, but the Commerce Commission blocked the move in October 2024. Regulators argued that a unified entity would possess excessive buying power, potentially harming competition and suppressing prices paid to suppliers. Beyond market structure, the company faces modern operational challenges, including public concerns over the use of facial recognition technology in stores and technical difficulties following the 2026 launch of their consolidated Club+ loyalty program.

Despite these pressures, Foodstuffs remains a pillar of New Zealand commerce. It serves about 3.6 million customers weekly across more than 400 locations. The organization continues to evolve, shifting toward vertical integration through island-specific distribution centers and updating its social policies, such as the commitment to phase out cage eggs by 2027 and the removal of plastic bags from stores starting in 2019.

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