I originally prepared this interview for another project, but since so many people have asked about the story behind Avohaven, I thought it was the perfect time to share a version of it here. This is a behind-the-scenes look at the journey, the inspiration, the challenges, and the passion that continues to drive us forward. I hope it gives you a little insight into the flavours and values that make Avohaven what it is today.
Q: Can you introduce yourself and share a bit about your background and qualifications?
A: My name is Cameron and I’m a proud Aucklander, born within the Gen X period and raised on the Hibiscus Coast back when Orewa was just a small seaside town. After attending local schools, I completed a degree in Organisational Management and Accounting. Over the years, I’ve worked for several large corporate companies, but my specialty and passion has always been with small businesses and startups, particularly in senior accounting or general management roles. That hands-on experience has been invaluable as I’ve embarked on this journey with Avohaven.
Q: What inspired you to start Avohaven?
A: Two main reasons drove me to start Avohaven. First, I wanted to build something now that would offer me a better lifestyle as I approach retirement (still a couple of decades away!). The second reason was to create a business that ties in with our family avocado orchards. I’d been learning about the health benefits of avocados and noticed the growing popularity of avocado oil on social media. At the time, there weren’t many artisan producers in New Zealand, so I saw an opportunity to introduce something unique to the local market.
Q: Can you walk us through the early days of Avohaven?
A: The journey started with a lot of experimentation! I’d researched oil extraction processes, but since avocado oil was relatively new, there wasn’t much information available. I teamed up with a neighbour who created olive oil with his own extraction machine. Though it was a fun experience, it didn’t quite work for avocados. Eventually, I partnered with a local avocado oil producer to process our avocados in their facility, which was a huge investment but well worth it. We gave away our first 100 bottles to gather feedback, and the positive responses encouraged us to push forward and develop the brand.
Q: What challenges have you faced along the way?
A: The first major hurdle arrived right at our first market event—the Kumeu Show in 2020, just as New Zealand was entering COVID-19 lockdowns. That was a huge blow to my plan of selling at markets and events around New Zealand, but as people turned to online shopping, they became more open to trying artisan products, so Avohaven found traction even in lockdown. Then, Cyclone Gabrielle hit in February 2023, causing severe damage to our orchards. With very little viable fruit left for oil production, we couldn’t meet our quota, and our production partner was unable to help us. Adapting to these challenges has been key, which is why I shifted focus to gourmet salts and spice blends for 2024, drawing inspiration from mum's recipes.
Q: What do you consider your strengths in running Avohaven?
A: I’d say my ability to visualise the “big picture” has been critical in growing Avohaven from concept into a business. Small businesses require flexibility, so being able to pivot and innovate with new products has been invaluable. I’m not a chef or even a cook by any means—just someone who enjoys creating simple, flavourful dishes that I enjoy eating. Luckily, I have a great family and friends who know what they are doing and a collection of my mother’s recipes to draw from. This support network and willingness to experiment have really helped me develop our range.
Q: On the flip side, what aspects of running a business do you find most challenging?
A: Sales and social media are my biggest challenges. I’m not a natural salesperson, and I’m much more comfortable working behind the scenes or playing in the kitchen. Although I enjoy sharing the story behind our products, I’m less comfortable with the front-and-centre aspect of marketing. Social media is a particular struggle for me—I appreciate its value but find it hard to stay creative and consistent.
Q: How did you navigate the shift from producing avocado oil and vinaigrettes to focusing on cooking and finishing salts?
A: Shifting to gourmet salts felt natural as I have had prior experience in this category. Unlike the steep learning curve with avocado oil, developing salts and seasonings was straightforward. I started by focusing on creating unique flavours inspired by family recipes. Finding ways to stand out in the market is still a challenge, but this shift has allowed me to keep building on Avohaven’s artisan appeal.
Q: Can you tell us about some of Avohaven’s most successful products?
A: For me there are a few standouts.Our Balsamic Fusion vinaigrette is one of my favourites. I worked hard to perfect it as a dressing and marinade, and customers seem to love it. Because I am a lazy cook our gourmet salts are perfect for adding flavour without doing too much work. The BBQ salt is another personal favourite. It adds a sweet, smoky bbq flavour to whatever you add it to. The salts are versatile enough for everything from eggs to proteins. I love seeing customers enjoy the products as much as I do!
Q: What are some key lessons you’ve learned through this journey?
A: Creating Avohaven has taught me that you can teach an old dog new tricks (kind of) and a lot about resilience. Unlike my corporate roles, Avohaven is all-consuming, and I don’t have a team to rely on. I’ve also learned the importance of balancing hard work with flexibility and asking for help when I need it. Business ownership is a constant learning process, and each setback, hurdle or win has pushed me to learn, adapt and improve.
Q: What does the future hold for Avohaven?
A: I’m focused on expanding our gourmet salt and spice range and working towards bringing back our avocado oil when the time is right. I see Avohaven evolving into a lifestyle brand, offering a curated selection of kitchen products alongside our artisan foods, all designed to celebrate food, family, and the joy of cooking. A place where simplicity meets flavour. It’s an ambitious vision, but I’m excited to see where this leads me.
Q: How do you stay motivated and inspired in the face of setbacks?
A: Reminding myself that every setback is a step in the journey. It helps to keep me grounded. I’ve learned to view each challenge as a lesson, and over time, resilience has become part of the process. Connecting with others in the industry and hearing their stories also keeps me inspired, knowing that everyone faces challenges on the path to success.
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