The people have spoken – and JH Whittaker & Sons, for the 13th year in a row, has been voted New Zealand’s Most Trusted Brand. The accolade, based on the opinions of ordinary consumers in the annual Reader’s Digest survey, recognises brands that stand out in terms of reliability, quality and ethics.
“We measure our success by the recognition of our chocolate lovers.”
For Whittaker’s, this trust is not just about delivering delicious chocolate, it is built on a foundation of ethical practices, sustainable sourcing and a commitment to the local community. Whittaker’s chief marketing officer Soraya Cottin says it is an honour to accept the titles of Most Trusted Brand, Best Confectionary and New Zealand’s Most Iconic Brand in 2024.
“We are so proud,” she says. “We measure our success by the recognition of our chocolate lovers. These awards mean we need to keep doing what we are doing: putting an emphasis on quality, every day, in every aspect of the business.”
At the heart of Whittaker’s enduring success is an unwavering passion for chocolate. The company operates with the belief of its founder James Henry Whittaker that “best is always better.” This philosophy drives everything they do, from sourcing the finest ingredients to ensuring that every aspect of the production process is executed to the highest standard.
For Whittaker’s, “good, honest chocolate” isn’t just a slogan – it’s a guiding principle that influences every decision they make, from cocoa bean sourcing to customer service. The company uses only Rainforest Alliance-certified cocoa beans, a move that ensures both high-quality ingredients and sustainable practices that benefit farmers and their communities. Packaging is another area where Whittaker’s has made strides towards sustainability. Currently, 82.5% of the brand’s packaging volume is recyclable, though the company acknowledges there is still progress to be made.
Whittaker’s success is not just about making great chocolate – it’s also about building strong, meaningful relationships with its customers. The company takes feedback seriously, actively listening to what chocolate lovers want and responding to their desires. A great example of this is the recent relaunch of the macadamia chocolate block, which had been the most requested product by customers.
The brand’s ongoing dialogue with its consumers helps build and maintain the trust that has made it a household name for over a century. As a family-owned business now in its fourth generation, the company prides itself on sourcing as many local ingredients as possible to ensure its products reflect the country’s vibrant food culture. From artisan chocolate that showcases New Zealand’s fresh ingredients to everyday favourites, the focus remains on quality and authenticity.
Soraya says the recognition is great for the whole Whittaker’s team. “Everyone involved in the process contributes to building a trusted brand – from harvesting the beans right through to telling the stories,” she says. “We are all super-passionate about chocolate, and we are excited to have this award.”
© Waterford Press Ltd 2024 – Independent Print Media New Zealand
