Farrah's

What Farrah's does

Farrah's (legal entity Farrah Breads Limited) is a New Zealand privately held consumer packaged goods manufacturer founded in 1999 by Farrah Canak and Jovan Canak, who continue to lead the business. The company produces wraps, tortillas, pizza bases, taco and meal kits, spice mixes, and tortilla bake tins, all manufactured at a single factory in Upper Hutt, Wellington. The company's core differentiator is its flame-baking method over open-flame ovens (inspired by Aztec techniques) combined with a single-dough-ball formation process that yields wraps and tortillas resistant to cracking or splitting when rolled.

The product portfolio spans more than 15 wrap varieties (Premium White, Wholemeal, Multigrain, Garden Spinach, Fire Roasted Pepper, and flavored options), Low Carb and Ultra Keto variants (with as low as 2.1g carbs per serve), tortillas in multiple sizes, ready-to-top pizza bases, and complete Mexican meal kits. Products are Halal-accredited by FIANZ and most SKUs are vegetarian/vegan suitable, broadening the addressable consumer base.

The business model is wholesale-to-retail for the core product lines, with products listed at all leading New Zealand supermarkets (including New World and Pak'nSave) and independent retail stores. A small direct-to-consumer e-commerce channel exists for proprietary accessories (Bake Tins) via the Farrah's website. The company supplements retail with a community sponsorship program donating product to schools and charities. There is no disclosed B2B or foodservice segment, no international expansion, no external funding, and no M&A activity. Revenue is unstated in the source data, but headcount of 101-250 and a single NZ factory implies a mid-sized domestic CPG operation.

Name

Farrah's

Legal name

Farrah Breads Limited

Website

https://farrahs.co.nz

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Farrah's is a New Zealand-owned manufacturer of wraps, tortillas, pizza bases, and Mexican meal kits, founded in 1999 and sold primarily through leading NZ supermarkets, with a niche direct-to-consumer accessory channel.

Ownership category

akta.pro rank

Product category

Flatbread and Mexican Food Products

NAICS

Tortilla Manufacturing (31183)

SIC

Bakery Products (2050)

akta.pro primary industry

Tortilla & Corn Chips Manufacturing (AFAKAIAB)

akta.pro secondary industry

Frozen Pizza & Flatbreads (CRADADAB)

Keywords

• Tortilla manufacturing
• Wrap production
• Pizza bases
• Mexican food products
• Flatbread baking

Headquarters

HQ city

Lower Hutt

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Distribution: Products sold through leading supermarkets in New Zealand and independent retail stores. Revenue generated from wholesale distribution of wraps, tortillas, pizza bases, meal kits, and spice mixes.
2. Direct Product Sales: Some products like Bake Tins are only available direct through Farrah's, sold directly to consumers via their website.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Farrah's manufactures and sells wraps, tortillas, pizza bases, taco kits, meal kits, and spice mixes. Each product is made from a single dough ball that is individually formed and flame-baked over an open flame oven, inspired by traditional Aztec methods. The company produces its entire range at its factory in Upper Hutt, Wellington, New Zealand, and distributes through supermarkets and independent retailers across the country.

Product overview

Farrah's is a New Zealand food company founded in 1999, specializing in wraps, tortillas, pizza bases, and Mexican food products. The core product line consists of flame-baked flour wraps available in over 15 varieties (including Premium White, Wholemeal, Multigrain, and flavored options), complemented by tortillas in multiple sizes and Low Carb variants. The Mexican Range includes Taco Kits, Meal Kits, and Spice Mixes for home cooking. Pizza Bases are offered in Original and Keto (2.1g carbs) varieties. All products are proudly made in Upper Hutt, Wellington, New Zealand at the company's factory. The brand supports community initiatives through sponsorship programs and maintains Halal certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Farrah's Wraps A range of flour-based wraps available in multiple varieties including Premium White, Wholemeal, Multigrain, Garden Spinach, Fire Roasted Pepper, Caramelised Onion, Mediterranean Tomato, Italian Herb, Smoky Chipotle, Garlic Butter, White Snack Wraps, and Limited Edition flavours. All wraps are individually formed from a single dough ball and flame-baked over an open flame oven, and are suitable for sandwiches, tacos, burritos, and pizzas. Targeted at New Zealand households.
• Farrah's Tortillas Tortillas available in Small, Medium, Low Carb, and Ultra Keto variants. Recommended to be heated before use for best flexibility. Targeted at New Zealand households preparing Mexican-style meals at home.
• Farrah's Pizza Bases Ultra thin and crispy pizza bases available in Original (made with wheat flour and olive oil) and Keto (with only 2.1g carbs per serve) variants. Both are flame-baked and ready for custom pizza toppings. Targeted at New Zealand households making home pizzas.
• Farrah's Taco Kits Complete taco meal kits including Smoky Chipotle, Mild Mexican, Hickory BBQ, and Crispy Chicken varieties. Each kit contains tortillas and seasoning for making tacos. Targeted at New Zealand households seeking convenient Mexican meal solutions.
• Farrah's Spice Mixes Flavouring spice mixes including Taco, Nacho, Smoky Chipotle, and Crispy Chicken. All spice mixes (except Crispy Chicken) are gluten free. Targeted at New Zealand consumers for use with Farrah's tortillas and wraps.
• Farrah's Tortilla Wrap Bake Tins Non-stick coated bake tins sold as a set of two, used for creating wrap baskets to hold hot or cold food. Sold exclusively direct to consumers through Farrah's website. Targeted at home cooks using Farrah's wraps.
• Farrah's Low Carb Wraps Range A dedicated low-carbohydrate wrap range including Low Carb Original, Low Carb High Protein, Low Carb Keto, Low Carb Supergrains, and Low Carb Ultra Keto variants. Targeted at New Zealand consumers following low-carb, keto, high-protein, or lower-carbohydrate diets.
• Apple & Cinnamon Wraps (Limited Edition) A limited-edition sweet wrap made with apple pieces, brown sugar, apple puree, and cinnamon, positioned as a dessert wrap. Marketed as New Zealand's first-ever sweet wrap. Targeted at New Zealand households looking for dessert and snack alternatives using wraps.

Quantifiable outcome

• Products available from all leading supermarkets in New Zealand and other independent retail stores.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mission Foods: Mission Foods (Gruma) is the world's largest tortilla and wrap manufacturer. It is a direct peer to Farrah's, competing in the same product category (flour tortillas, wraps) with similar manufacturing focus, though at global scale and with much broader geographic reach.
• Toufayan Bakeries: Toufayan is a US-based family-owned bakery specializing in wraps, pita, and flatbreads. It is a direct peer to Farrah's, with a comparable product mix (wraps and flatbreads) and similar mid-sized, privately-held, founder-influenced operating model.
• Old El Paso: Old El Paso (General Mills) is a leading global brand of Mexican meal kits, tortillas, taco shells, and spice mixes. It is a direct peer to Farrah's, selling comparable products (tortillas, taco kits, spice mixes) into the same supermarket channels, including in New Zealand.
• La Tortilla Factory: La Tortilla Factory is a US specialty tortilla and wrap manufacturer with a strong low-carb, organic, and health-positioned range. It is a direct peer to Farrah's in the wrap category, and particularly comparable to Farrah's Low Carb/Keto sub-brand in positioning.
• Catallia Mexican Foods: Catallia is a contract and branded manufacturer of tortillas, flatbreads, and wraps. It is a direct peer to Farrah's as a specialty tortilla/wrap manufacturer, similar in scale and product focus, though primarily serving the North American market.

Emerging players

• BFree Foods: BFree is an emerging gluten-free and allergen-friendly wrap and bread brand. It is comparable to Farrah's wrap range, with a particular overlap in the dietary/functional segment where Farrah's is currently weakest (gluten free).
• Angelic Bakehouse: Angelic Bakehouse makes sprouted-grain wraps, pizza crusts, and flatbreads. It is an emerging peer to Farrah's in the wrap and pizza-base category, with comparable products but a more health/sprouted-grain positioning.
• Kumana Foods: Kumana is an emerging plant-based brand offering wraps and flatbreads. It is comparable to Farrah's wrap range as a newer, health-forward wrap brand targeting alternative-diet consumers.

Broad incumbents

• Gruma: Gruma is the parent of Mission Foods and the world's largest producer of tortillas. It is a broad incumbent peer to Farrah's, with the same core product (tortillas/wraps) but a global, vertically integrated footprint.
• General Mills: General Mills is a major global CPG company whose portfolio includes Old El Paso, Old El Paso tortillas, and Pillsbury wraps. It is a broad incumbent peer to Farrah's, overlapping in wraps, tortillas, pizza bases, and Mexican meal kits at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/farrahsnz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farrah's