Nada Bakery
Nada Bakery is a family-owned Wellington, New Zealand artisan bakery operating two retail stores and nationwide delivery, producing fresh breads, award-winning pies, doughnuts, cakes, and catering platters for individual consumers, families, and corporate clients.
- Company typePrivate
- Founded1975
- HeadquartersWellington, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nada Bakery does
Nada Bakery is a privately held, family-owned artisan bakery founded in 1975 by Peter Gray and currently operated by his wife Judith and son Michael from two retail locations in Wellington, New Zealand (Johnsonville and Tawa). The company produces and sells fresh daily-baked goods including artisan sourdough breads (white sourdough, Nadaburg, Rewana Māori potato sourdough, tinned sourdough), award-winning savory pies, doughnuts, cakes and slices, muffins, scones, quiches, biscuits, and gluten-free alternatives, using traditional techniques such as natural levain fermentation with no commercial yeast. Underlying production methods are craft-based rather than technology-driven: dough is bulk-fermented for 5 hours and retarded overnight to develop flavor, and the bakery sources local ingredients including Wellington-milled flour, Whittakers chocolate, Karamu Coffee, and Waikanae butchery bacon.
Nada Bakery operates a multi-channel direct-to-consumer business: in-store retail at two physical locations, a Shopify-based e-commerce storefront with click-and-collect pickup, and the proprietary "Bakery World" delivery service covering the Wellington region via hot delivery and the rest of New Zealand via overnight shipping through NZ Courier Post and New Zealand Couriers. A dedicated catering vertical serves corporate and private events with platters, hampers, picnic baskets, and custom celebration cakes. Pricing is unit-based and ranges from NZD 5.30 for a white tin loaf to NZD 144 for a premium grazing platter, with all revenue generated through one-time transactions (no subscription or contracted recurring revenue disclosed). The company has no outside investors, no parent company, and no disclosed funding history; ownership remains entirely within the Gray family.
Nada Bakery firmographics
Firmographics- Name
- Nada Bakery
- Legal name
- Nada Bakery
- Website
- https://nadabakery.co.nz
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nada Bakery is a family-owned Wellington, New Zealand artisan bakery operating two retail stores and nationwide delivery, producing fresh breads, award-winning pies, doughnuts, cakes, and catering platters for individual consumers, families, and corporate clients.
- Ownership category
- akta.pro rank
Nada Bakery industry classification
Industry- Product category
- Artisan Bakery
- NAICS
- Retail Bakeries (311811)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)
- akta.pro secondary industries
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), DTC Bakery & Desserts Delivery (AFAIANAF)
Keywords
Where Nada Bakery is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Nada Bakery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Retail Bakery Sales: Direct sales of fresh baked goods including pies, breads, cakes, doughnuts, scones, biscuits, and beverages through two Wellington physical stores and online ordering with pickup
- E-commerce and Delivery: Online orders shipped nationwide via NZ Courier Post and New Zealand Couriers, with hot delivery limited to Wellington region and overnight delivery for orders outside Wellington
- Catering Services: Corporate and private catering including platters, hampers, and event catering for meetings, parties, and special events
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Pies - Single units |
| Unit Pricing | Pay-as-you-go | Artisan Breads - Loaves |
| Unit Pricing | Pay-as-you-go | Doughnuts - Individual and Platters |
| Unit Pricing | Pay-as-you-go | Catering Platters |
| Unit Pricing | Pay-as-you-go | Picnic Baskets and Hampers |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels1 record
Nada Bakery product offering
Product offeringCore offering
Nada Bakery manufactures and sells fresh artisan baked goods daily from two Wellington retail stores (Johnsonville and Tawa) and ships nationwide via the Bakery World delivery service. The product portfolio spans artisan sourdough breads (including rēwana potato sourdough), award-winning meat pies, doughnuts, cakes, slices, muffins, scones, biscuits, gluten-free options, and cafe items, complemented by custom celebration cakes, gift cards, and corporate/private catering platters.
Product overview
Nada Bakery is a Wellington-based artisan bakery with over 50 years of history operating from Johnsonville and Tawa stores. The company offers a diverse portfolio of fresh baked goods organized into bakery products (breads, pies, doughnuts, cakes, slices), cafe items (muffins, scones, quiches, biscuits, drinks), sharing platters for catering, and gluten-free alternatives. Key signature products include award-winning pies (Gold Medal Steak & Cheese Pie, Potato Top Pie, Reuben Pie) recognized at the Bakels Supreme Pie Awards, artisan sourdough breads (White Sourdough, Nadaburg, Tinned Sourdough, Rewana Potato Sourdough), and specialty doughnuts. The business operates Bakery World delivery service for home and workplace delivery across Wellington and nationwide, provides catering services with platters for events, and creates custom celebration cakes. The bakery sources local ingredients including Wellington milled flour, Whittakers chocolate, and Karamu Coffee.
Differentiator
Problem solved
Functional benefit
Products and services
- Artisan Breads Artisan bread loaves produced daily using natural levain sourdough fermentation with no commercial yeast, including white sourdough, Nadaburg, tinned sourdough, ciabatta, and rēwana potato sourdough. Sold to individual consumers and families for personal use.
- Award-Winning Pies Meat pies such as the Gold Medal Steak & Cheese Pie, Potato Top Pie, Reuben Pie, Mince and Cheese Pie, and Steak, Cheese and Jalapeño Pie, recognised with multiple Bakels Supreme Pie Awards. Sold to consumers for personal meals and to catering customers for events.
- Creamed Doughnuts Fresh in-house made creamed doughnuts, sold individually and as doughnut platters for events and gatherings.
- Cakes and Slices Sweet baked items including cakes, slices (e.g., Opera Slice), muffins, scones, biscuits, and bakery treats for personal consumption and gifting.
- Gluten Free Products Gluten-free bread, cakes, slices, and biscuits including GF Multi-Grain Gluten Free Bread, for customers with coeliac disease or gluten intolerance.
- Custom Celebration Cakes Made-to-order custom celebration and birthday cakes produced for individual customers and corporate clients marking special occasions.
- Catering Platters and Picnic Boxes Sharing platters (sandwich, grazing, doughnut, savoury, Devonshire Tea, Game Day), hampers, picnic baskets (Picnic for 2, Family Picnic Box, Gourmet Picnic Box, Weekender), and club sandwich platters available for pickup or delivery for corporate and private events.
- Bakery World Home Delivery Service Hot home and workplace delivery across Wellington region (Plimmerton through to Upper Hutt) and overnight nationwide delivery via NZ Courier Post and New Zealand Couriers using Bakery World boxes.
- Nada Bakery Gift Cards Digital gift cards purchased online and redeemable at Nada Bakery for products and catering.
Companies that use Nada Bakery
Customer profileSegments3 records
Ideal customer profiles2 records
Nada Bakery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Nada Bakery partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- NZ Courier PostcorePrimary nationwide delivery partner for overnight shipping of bakery products across New Zealand. Delivers fresh baked goods using Bakery World boxes from ovens to customer doors.
- New Zealand CourierscoreAdditional nationwide delivery partner for overnight shipping services. Works alongside NZ Courier Post for Bakery World delivery across New Zealand.
- Wellington Milled Flour SupplierscoreLocal Wellington mill supplying flour for artisan breads. Part of Nada Bakery's commitment to local suppliers and quality ingredients.
- Whittakers ChocolatecorePremium New Zealand chocolate supplier used in various products including Chocolate Berlina Doughnuts, Opera Slice, Rocky Road Slice, and Chocolate Pistachio Shortbread.
- Karamu CoffeeminorLocal coffee supplier roasted in Eastbourne, used for beverages and coffee-based products.
- Waikanae ButcherycorePremium bacon supplier for Bacon and Egg Pie, sourced from Waikanae butchery.
- Barkers of GeraldineminorSupplier of raspberry jam used in Berlina Doughnuts - Raspberry Jam filled products.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Nada Bakery competitors and assessment
Company assessmentBroad incumbents
- Couplands Bakeries: Large multi-store New Zealand bakery chain operating across the South Island with similar baked goods, pies, and café offerings. A relevant scale incumbent comparison for Nada's craft artisan model, although Couplands operates with far more locations.
- Bakers Delight: Australia/NZ bakery franchise chain producing fresh bread and baked goods daily in thousands of stores. Comparable as a national-scale competitor in the same fresh-bakery category, but with a more standardized, mass-market positioning.
- The Coffee Club: Large New Zealand café franchise chain serving all-day breakfast, cabinet food, and bakery items with extensive branch network. Comparable because Nada's café side overlaps with coffee-and-bakery café competition in Wellington.
Emerging players
- Sabato: New Zealand specialty/artisan food retailer offering premium imported and local baked goods and pantry items. Overlaps with Nada's high-end, premium-ingredient positioning and Wellington customer profile.
Direct peers
- Patisserie é Mile Mehl-Mantia: Wellington-based boutique patisserie producing high-end cakes, pastries, and viennoiserie for retail and event catering. Directly comparable to Nada's specialty cake and celebration cake, although more focused on French patisserie style.
- Daily Bread: Auckland-based artisan bakery and café specializing in sourdough, pastries, and café fare with a strong local craft brand. Highly comparable to Nada Bakery in product mix, customer positioning, and craft/artisan focus, but operating in a different region.
- Little & Friday: New Zealand bakery and patisserie producing artisan bread, pastries, cakes, and café items from multiple locations. Directly comparable to Nada Bakery in artisanal craft, café service, and specialty baked goods offering.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Nada Bakery social profiles
Digital presenceNada Bakery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nada Bakery leadership team
Management profileNumber of profiles
Profiles2 records
Nada Bakery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nada Bakery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nada Bakery
What does Nada Bakery do?
Nada Bakery manufactures and sells fresh artisan baked goods daily from two Wellington retail stores (Johnsonville and Tawa) and ships nationwide via the Bakery World delivery service. The product portfolio spans artisan sourdough breads (including rēwana potato sourdough), award-winning meat pies, doughnuts, cakes, slices, muffins, scones, biscuits, gluten-free options, and cafe items, complemented by custom celebration cakes, gift cards, and corporate/private catering platters.
Is Nada Bakery a public or private company?
Nada Bakery is a private company. It is classified as family owned and is currently operating.
When was Nada Bakery founded?
Nada Bakery was founded in 1975. It employs 11 to 50 people.
Where is Nada Bakery based?
Nada Bakery is headquartered in Wellington, New Zealand, in the Oceania region.
How does Nada Bakery make money?
Three revenue lines are on record. Retail Bakery Sales are the primary driver. The others are E-commerce and Delivery and catering Services.
Who are Nada Bakery's main competitors?
Broad incumbents on record are Couplands Bakeries, Bakers Delight and The Coffee Club. Sabato is listed as an emerging player. Direct peers are Patisserie é Mile Mehl-Mantia, Daily Bread and Little & Friday.
Does Nada Bakery have an API?
No public API is recorded for Nada Bakery.
What industry is Nada Bakery in?
Nada Bakery's product category is Artisan Bakery. Its primary akta.pro industry code is THAFAFAA, Retail Bakeries (Bread & Daily Bakery), with a secondary code of AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused). Its NAICS code is 311811 and its SIC code is 2050.