What We're All About

Wellness for Everyone

At Huckleberry we don’t believe that choosing ‘wellness’ is just about choosing to eat better quality food.

We think it’s a bit bigger than that. We think that choosing wellness is about making positive, healthful and sustainable lifestyle choices that are better for ourselves, our families and the planet.

Wellness is about offering customers fresh produce grown as it should be; in good, clean soil, washed by the rain and delivered fresh.

It’s about providing wholesome groceries made made with top quality ingredients.

It’s about the peace of mind we get from knowing where all of our products come from, and the pride we take in knowing that the relationships we have fostered with our suppliers supports local businesses and organic farming communities nationwide.

It’s about offering the expertise of qualified naturopaths in store and doing our bit to bring simplicity, unpretentiousness and generosity to your pursuit of wellness.

It's about enjoying life through good food, good people and good experiences.


Our Roots

The first Huckleberry Farms store opened in Greenlane, Tāmaki Makaurau (Auckland) in the early 1990’s. We rebranded as Huckleberry in 2015, and today we’re proud to have 4 stores throughout Tāmaki Makaurau.

We dreamt about making organic and natural wholefoods accessible to everyone in Aotearoa, by giving them a shopping experience they could trust, at prices they could afford.

Thanks to a great bunch of passionate people with shared ideas, beliefs and enthusiasm, we’re proud to have built our business around bringing that dream to life.

Whether related or not, we count everyone who works with us as a member of the Huckleberry family, we all get stuck in and work together.


Our Wellness Philosophy

At Huckleberry our Wellness Philosophy underpins our whole business and everything we do. It informs the products we choose to offer to our customers and our values in healthier living, sustainability and social responsibility.


A Trustworthy Grocer

It’s a philosophy that begins and ends with our intention to be a trustworthy grocer that stocks the best in organic and natural wholefoods, body, baby, wellness and home care products. That intention is, in turn, informed by these key driving principles:

To only stock ingredients that we understand & feel are safe to eat, use on our bodies & in our homes

To only stock products created with good intent

To only stock products we consider ‘real food’

To only stock products that don’t harm the planet


What Do We Mean By Wellness?

 Wellness encompasses mind, body and spirit. From healthy food, to a healthy environment, all things around us affects our wellness. Making good decisions and sourcing good information is pivotal to our wellness. We offer great food, great advise and a great environment for our customers.


What Do We Mean By Organic?

Organic means a lot more than just spray free. Yes, it means producing without genetic modification or the routine use of synthetic pesticides or herbicides, but it also frames a bigger, holistic way of thinking about food production that prioritises the long-term health of the land, soil, environment and surrounding flora and fauna over short-term gain.

It means thinking and acting to ensure the welfare of animals and the fair treatment of people in rural and farming communities. And it means thinking sustainably about the health and well-being of ourselves, future generations and our planet.

What Do We Mean By Wholefoods?

Wholefoods are fresh and minimally processed to retain as much nutritional value as possible. Eating wholefoods such as fruits, vegetables, grains, nuts and legumes helps to ensure that our diets are rich in fibre, vitamins, minerals, good fats, high quality protein and natural carbohydrates. That’s why you’ll always find Huckleberry shelves packed with plenty of them for you to choose from.


Outside of Organic

With food allergies and intolerances becoming increasingly widespread, it is important for a responsible community grocer to offer products that cater to specific dietary requirements. That’s why at Huckleberry we stock a range of products for those looking for:


gluten free dairy free / lactose free vegetarian vegan sulphite free refined sugar free free range

Social and environmental responsibility

Taking responsibility and doing things the right way is fundamental to our organic philosophy and we believe in offering everyone the best quality natural food and product we can find.

We take pride in knowing that the relationships we have fostered with our suppliers support local businesses and organic farming communities nationwide and we support Fair Trade producers who advocate fair working conditions and stable prices across the globe.

We do what we can to work with producers who are interested in moving towards creating organic or more sustainable products to offer support around how they can take steps to make these changes happen.

We take steps to balance profit-making against initiatives that are of benefit to the community. That’s why we offer the expertise of qualified naturopaths.
We always do what we can to minimise waste and offer sustainable choices that don’t damage the environment. When it comes to supplements, skincare and makeup, we choose products that are non-toxic, contain organic or natural ingredients, and are approved by our Naturopaths.

When it comes to grocery shopping, we encourage our customers to bring their own pots and tubs to refill and we offer them reused boxes, recyclable brown paper bags and fabric totes to carry their goodies home in.