For an NZ family-owned company that spans three generations, the Parr’s are humble about their success. Editor Trudi Brewer visits the West Auckland HQ, to find a camera-shy couple who care more about their people, and urban garden - than their profit.
Parrs owners, Greg and Janet Parr outside the family business in their community-focused garden in West Auckland.
The Parrs humble beginnings
It all started back in 1951 when Des and Margaret Parrs, launched a business eponymously named Parrs. Back then, it began as a small cottage industry that grew to be one of this country's best-loved souvenir brands. Today Parrs products are found in 21 markets across the globe, with a tagline to 'We gift New Zealand to the world.' From humble beginnings, fast forward to 1980, when Greg, the son of the Parr founder and wife, Janet, along with their two daughters Tammy and Melissa, took over the empire and expanded into the beauty space. Today, Greg oversees the operations of the business, while Janet leads the in-house design team, and works on new product innovations. Their daughters, Melissa and Tammy, are also both part of the family business too. Melissa, the project manager, and Tammy, focuses on retail sales and store merchandising. While this is considered a large NZ company, with a family focus, and a staff of 56, they are quiet achievers, with huge hearts.
The top-selling Wild Ferns Manuka Honey skincare range.
The business today
Creating a range of New Zealand focused skincare was always the goal. As a nod to the past, all the products contain ingredients unique to Aotearoa under the brand name, Wild Ferns. With significant growth over the past four decades, today the Parrs make 5000 different products, including the Wild Ferns skincare lines with Bee Venom, Kiwifruit, Lanolin, New Zealand Flowers, Rotorua Mud, and Honey Babe, a Manuka Honey based infant range. However, it's the Wild Ferns Manuka Honey collection that is the brand's hero. Harvested from the flowering manuka tea tree, native to New Zealand, Manuka Honey, (known as the queen of honey), is central to the Wild Ferns range. From body butter to a luxurious facial serum, the Parrs have combined 30 years of manufacturing experience to create a range of 24 products, ideals for any skin type, and any age. Once blended with several different plant and nut oils, the Wild Ferns Manuka Honey collection is both healing and hydrating. "It's always been important to us that everyone can enjoy the benefits of our naturally derived home-grown products. That is why we are constantly working to strike that balance for our customers, of Wild Ferns being natural, uniquely New Zealand and affordable," says Greg Parr.
The camera-shy couple is the first to say their focus is always the happiness of their staff, and some the team at Parrs have been with the business for 30 years.
The company philosophy
Manufactured in West Auckland, the Parrs live and work locally and are renowned for their sustainable business practices. Search Parr's online, and there is little about the family behind the brand, despite selling in over 600 retailers locally, and the 21 international markets. They are people who like to stay under the radar, while incredibly successful they don't seek the limelight. It's a quintessential New Zealand business that takes its inspiration from our environment but is every bit a global player in what is a competitive beauty export industry. "We live in some of the most pristine and beautiful landscapes in the world. And we are doing our bit to try and keep it that way. Our philosophy is to source natural, ethical, and sustainable ingredients; so we can help do our part to protect our clean, green image." That message evident in all aspects of the business, from soy-based ink on the cartons to a brown paper carton shredder, the brainchild of Greg, who wanted to improve the packing material for local and international deliveries. To the LED, factory lighting, which is motion sensor-controlled. However, the jewel in the company crown is a seasonal vegetable garden and beekeeping operation (with four active hives). Designed to inspire staff to harvest the spoils from the garden and enjoy it. It's an organic urban oasis designed and tended by both Greg, Janet, and the team. "The garden has become an essential part of our company. We started planting flowers for the bees, and then the vegetables and now fruit trees. Our staff really enjoy coming out here and pottering, and then taking home the greens for themselves and their families. We like to think we are a company that cares at a local level. We like to do our part to promote a safe, positive community, and a better environment for all of us to live in. We're a company that prides ourselves on giving back," says Greg Parr. The family regularly supports charities, including KidsCan, the Auckland Rescue Helicopter Trust, The Orangutan Project, Look Good Feel Better, Kiva, and Guide Dogs New Zealand. These, along with others, including local bee and women-based charities, are essential to how this family business gives back at a local community level. "As big as we have become today, there is still a strong family connection within the business. Some of our staff have been with us for 30 years - and that's what makes business life far more meaningful."
Ethical, and sustainable ingredients; are part of the Parrs clean, green philosophy. Including soy-based ink on the cartons and the genius brown paper carton shredder, the brainchild of Greg.