Tātau Tātau Commercial chairman Shayne Walker says the acquisition is a deliberate step in E Tipu’s apple strategy.
“This acquisition activates the next stage of our apple strategy, moving our horticulture business into processing,” he said in a media release.
“Zeffer is also a proud Hawke’s Bay brand with a well-earned reputation, a highly experienced team and a genuine longstanding connection to the region.
From left, Tātau Tātau Commercial chairman Shayne Walker, Tātau Tātau o Te Wairoa chairman Pieri Munro and Zeffer chief executive Colin Barriff.
“We grow premium apples in Wairoa, so there is a clear strategic alignment between our horticultural operations and the products Zeffer makes.
“This acquisition allows us to strengthen that connection across the value chain, from orchard to bottle, and creates real opportunity to add further value to the fruit we grow.”
He said everything E Tipu did was for Tātau Tātau’s 11,000 members, and “adding value to the fruit we grow is how we build long-term returns for them”.
Zeffer chief executive Colin Barriff said the acquisition was a positive outcome for the brand.
“E Tipu’s connection to the region and the apple industry makes it a natural fit for Zeffer, and we believe they are well placed to take the business forward.”
Zeffer was established in a small shed in the Matakana area in 2008-09.
It moved to Hawke’s Bay in 2017-18, seeking to scale up production and get closer to a region from which it drew most of its apples.
It moved into the closed Crossroads Winery, off Korokipo Rd (SH50), about 2km east of Fernhill, also opening a dedicated cellar door and taproom.
It expanded exports into China and Australia, and grew its domestic drinks lineup with alcoholic ginger beer, hazy lemonade and zero-alcohol products.
Last year it partnered with Cassells, of Christchurch, as a national distributor across grocery, hospitality and retail, alongside wholesale availability via Gilmours.