Video Series

How-To Retail: Episode 11 – Food for Thought

18 November 2021

Episode 11:
Food for Thought

Christchurch couple encourages eco-living with refillery Food for Thought.

Through the chaos of 2020, Deneale and Charlie Knox started up their slow-living style grocer in Christchurch. To connect their venture with the community, they shared family-friendly recipes and invested in marketing. Plus, locals were spreading the word this sustainable-living grocery store!

Deneale shares how she and her husband Charlie:

  • Activated forward-thinking with a sustainability-led business.
  • Made click-and-collect easy for customers.
  • Whipped up an ecommerce website.
  • Invested in various marketing channels, and found success with certain methods.
  • Changed people’s habits in re-educating consumers.

“We want to make it as easy as possible for the consumer to commit to plastic-free shopping. We need to grow a bit, but we’re pretty happy with our progress.

You can do it! [To start a business], you don’t need to have a lot of money, but you do need to get used to reinvesting all of your takings back into your business to sustain it. Get a network of other small businesses, and you can bounce off each other. […] You need a passion for what you’re doing, and really believe and practise what you preach. It’s hard, but also worth it.”

Deneale Knox, Food for Thought

Watch Episode 11

Proudly supported by

The team at Retail NZ are bringing you hot tips and key strategies. Be ready to be inspired and motivated for your own business!

How-To Retail episodes come out every two weeks, so you can check out all the ways successful businesses do retail! We also delve into the journeys of New Zealand’s great retailers. Undeniably, the people we interview are doing it right.

We love hearing about how retailers build businesses from the ground up. It’s awesome seeing people follow passion, and operate with great communication and awesome values.

If you have any questions, comments, or if you’ve got a retail story that you’d like to share with us, please feel free to get in touch. You could be featuring as the next inspiring Retail NZ story!

Our Supporters


Would you like one of our team to give you a call? Let us know and we will get back to you.