In the second part of our series celebrating William Aitken & Co's 80 years of service in New Zealand's FMCG sector, we sit down with Rachel Murrell, the current Managing Director. Rachel shares her vision for the future of WAC, insights into sustainability efforts, and strategies for staying competitive in a changing market. Join us as we explore how WAC continues to innovate and lead in the FMCG industry.
Rachel, how does WAC help build and support the brands it represents in the competitive FMCG market?
We work in partnership with our brands, we like to think of them as coming into the family. We work to ensure their plans and brands, grow together. It’s a real ‘they grow, we grow’ situation - and we get really involved in their business on a day to day level.
Not just we’re here for the paper side, but we get to them know them as people, their thinking, and where they want their brands. We have longevity in the FMCG sector, I’ve been in the industry for over 20yrs. So we do understand FMCG and we keep moving with the times, technology, trends, keeping abreast of the industry.
What steps is WAC taking to address sustainability, both in its operations and in the products, it imports?
An aspirational goal is to become a Certified B Corporate. When we look at brands that we bring into the family we ask, is it a sustainable product? Is it futureproof for the planet? Also, we are focused on the sustainability of the companies that we work with, looking for ethically paid businesses, what they are doing in the community, how they treat their staff.
How do you ensure that WAC meets the needs of its customers and remains competitive in a changing market?
Staying relevant. Making sure we’re bringing on brands that are future proofed. Working with current suppliers to keep pricing right, ensuring that what is coming through pipeline is on trend. We see worldwide trends and see what we should bring to New Zealand shelves. Plus ensuring we have really good, strong, relationships with retailers.
Looking to the future, what is your vision for WAC, and where do you see the company heading in the next decade?
We want to remain a really good family-owned business, partnering with people who have the same values, ethics, and morals that we do. That’s the way to have successful partnerships, is by achieving alignment in those area.
Sustainability is an area we want to drive. We want to get more involved in our community and see what we can do, how the brands we have can help those in our community.
What would you like the legacy of WAC to be as it approaches its 100th year in business?
I agree with Graham. The longevity of the business is so important. I like that word, trusted. It’s a great way to describe us, our clients do regard us in that light. I know the journey these small businesses face, and we want to remain honest and fair.
I want to make sure we’re trusted, honest and building good partnerships with people. I talk about partnerships all the time because that is really important to us. Whether they are overseas or New Zealand, that is our IP - the brands and making sure we partner well with them.
Rachel's final words were that she has a family of sons, and is hopeful that one day they can carry the business on, continuing the strong family history.