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Scrutiny Week
The Story
Food
Smartfoods
Quick Facts
Manufacturer of Vogel’s branded cereal rangePioneer Capital owns 61%, Justin Hall and Vicky Taylor own 29%
Turnover in excess of $20 million
Set up in 2005
Based in Auckland
When Justin Hall was nutting out the strategy for Smartfoods he would visit various cafes each morning trying out different breakfasts. Tough job but it was all in the name of research.
He’d already formed a relationship with the Australian-based Stevns family, which owns the Vogel’s
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Smartfoods
Food,
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