Naturally Organic

What Naturally Organic does

Naturally Organic is a New Zealand-based online health food retailer headquartered in Albany, Auckland. Founded in 1998 by Neil Thomas and operated as a private, for-profit, founder-led business, it sells organic and natural products through a direct-to-consumer e-commerce storefront and serves health-conscious individual consumers across New Zealand. The catalog spans nine categories — Baby, Bakery, Beverages, Chilled, Fruit & Vegetables, Grocery, Health, Household, and Personal Care — with unit pricing ranging from NZD $2.98 to $59.90 and multi-buy promotional mechanics on selected lines such as fruit and vegetables.

The product proposition is a multi-brand curated marketplace aggregating established organic and natural brands (including Ceres Organics, Chantal Organic, Brookfarm, and Ecostore) behind a single storefront, with product attributes such as organic, vegan, gluten-free, GE-free, and NZ-made used as filter and trust signals. The technology stack is a WooCommerce implementation on WordPress — a commodity e-commerce platform — supporting online ordering and customer engagement channels spanning website, email, and Facebook.

The business model is straightforward transactional retail: one-time product sales settled per order, with fulfillment differentiated by same-day delivery inside Auckland and standard shipping to the rest of New Zealand. No subscription, marketplace fee, B2B, or wholesale revenue lines are disclosed. The company has no disclosed parent, no external funding rounds, and no M&A activity, consistent with a long-running, self-funded small SME rather than a venture-backed growth business.

Name

Naturally Organic

Legal name

Naturally Organic

Website

https://naturallyorganic.co.nz

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Naturally Organic is a New Zealand-based online health food retailer headquartered in Albany, Auckland. Founded in 1998, it operates a WooCommerce-based DTC storefront selling organic and natural products across nine consumer categories, fulfilling orders via same-day delivery in Auckland and national shipping.

Ownership category

akta.pro rank

Product category

Organic Health Food Retail

NAICS

All Other Specialty Food Retailers (445298), Fruit and Vegetable Retailers (445230)

akta.pro primary industry

Natural/Organic Supermarkets & Chains (CRAHAEAA)

akta.pro secondary industries

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE), Organic Produce & Farm Market Retail (CRAHAEAD)

Keywords

• Organic grocery retail
• Health food store
• Natural personal care
• Organic baby products
• Eco-friendly household

Headquarters

HQ city

Albany

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sales of organic and natural products directly to consumers through e-commerce platform. Customers purchase individual products at unit prices with delivery to their location.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Naturally Organic is a New Zealand-based online health food store that retails certified organic and natural products across nine categories: Baby, Bakery, Beverages, Chilled, Fruit & Vegetables, Grocery, Health, Household, and Personal Care. The store curates and resells products from multiple third-party organic brands (such as Ceres Organics, Chantal Organic, Brookfarm, Living Nature, Ecostore, Green Goddess) directly to consumers, with same-day home delivery available in Auckland and standard shipping across New Zealand.

Product overview

Naturally Organic is a New Zealand-based online health food store offering a comprehensive range of organic and natural products across 9 main categories: Baby, Bakery, Beverages, Chilled, Fruit & Vegetables, Grocery, Health, Household, and Personal Care. The store operates as a multi-brand marketplace featuring both house-brand products and third-party organic brands. The product portfolio includes fresh organic produce, certified organic pantry staples (beans, grains, spices, coconut products, sauces), frozen and chilled prepared meals, health supplements, eco-friendly household cleaning products, and natural personal care items. Major brands stocked include Ceres Organics, Chantal Organic, Brookfarm, Living Nature, Ecostore, Green Goddess, and many others. The company emphasizes certified organic, natural ingredients, and sustainability across its product range.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Products Organic baby care products including baby wipes, rash relief creams, teething powder, and baby balms from brands such as Weleda and Terra Water Wipes, targeted at parents and caregivers seeking natural and chemical-free options for infants and young children.
• Bakery Products Organic and gluten-free bakery items including crackers, cookies, pizza bases, and pies from brands such as Little Bird Organics, Kea Cookies, Bakeworks, and Phoenix, catering to consumers with dietary restrictions such as gluten intolerance.
• Beverages Organic beverages including kombucha, dandelion tea, and oat milk from brands such as Golden Fields, Pure Harvest, New Leaf, and Good Buzz, for health-conscious consumers seeking natural drink alternatives.
• Chilled Products Chilled organic products including frozen meals, soy meat substitutes, dairy products, smoked salmon, and prepared foods from brands such as The Damn Good Food Company, Kings Eat Organics, Cheese Barn, Aoraki, and Tonzu.
• Fruit & Vegetables Fresh organic produce including fresh vegetables, fresh fruits, and pre-packed organic fruit and vegetable boxes from brands such as Oob Organic and various organic growers.
• Grocery Wide range of organic grocery items including beans, canned goods, coconut products, herbs, spices, sugars, snacks, cereals, and crackers from major brands including Ceres Organics, Chantal Organic, Brookfarm, and many others.
• Health Products Organic health supplements and remedies including magnesium supplements, herbal tinctures, medicinal herbs, and nutritional oils from brands such as BePure, Harker Herbals, and Living KoKo.
• Household Products Eco-friendly household items including cleaning products, laundry supplies, and garden seeds from brands such as Green Goddess, Eco Seeds, and Ecostore, targeting environmentally conscious consumers.
• Personal Care Organic personal care products including cosmetics, skincare, oral health, soap, and body care from brands such as Living Nature, Native Neem, Sarakan, and various natural toothpaste brands.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• FreshDirect: US online grocery retailer offering fresh produce, organic, and specialty foods with home delivery; comparable direct-to-consumer e-commerce grocery delivery model though much broader assortment.
• Thrive Market: US-based online membership retailer of certified organic, non-GMO, and natural groceries, supplements, and household products; highly comparable business model and category mix though operating at much larger scale.
• Huckleberry: NZ-based online organic and natural grocery delivery service with a curated marketplace of certified organic and free-from products - directly comparable DTC model targeting health-conscious NZ consumers.
• Abel & Cole: UK online retailer specializing in organic produce, groceries, and household essentials delivered direct to consumer; comparable curated organic assortment and DTC delivery model.
• Commonsense Organics: Wellington-based NZ organic and natural food retailer operating physical stores plus online ordering; very comparable product mix and target customer (organic, vegan, gluten-free shoppers) as Naturally Organic.

Broad incumbents

• Countdown (Woolworths NZ): Largest NZ supermarket chain with a rapidly expanding organic and free-from range plus online delivery; competes on price and assortment scale rather than specialization.
• Whole Foods Market: Amazon-owned US premium natural and organic supermarket chain with significant in-store and online presence; a broader incumbent in the same natural/organic retail category.
• New World: Major NZ supermarket banner with growing organic and specialty offerings and online shopping; broad incumbent in the same grocery category.

Others

• Ecostore: NZ-based manufacturer of eco-friendly household and personal care products carried by Naturally Organic; a brand/supplier rather than a retailer, but relevant as an adjacent NZ organic ecosystem player.
• Ceres Organics: Major NZ/Australian certified organic food brand and one of Naturally Organic's largest stocked suppliers; comparable from a category standpoint but operates upstream as a producer/brand rather than a retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/NaturallyOrganic
• Xx.com/organicnz
• LinkedInlinkedin.com/company/naturally-organic

Compliance29 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Naturally Organic