Christchurch's Plant-Based Pioneer

On reflection, Flip says her vegan lunchbox venture was doomed from the start. “I had this idea that I would deliver vegan lunch boxes to schools.” What she didn’t have was an understanding of school systems and parental needs. After a year of effort, she made the difficult decision to pivot. “As much as it’s a failure, it’s a huge part of success – knowing when to quit is crucial.”

From that experience, Flip transitioned to creating vegan sausages, initially for family gatherings. “When my meat-loving brothers said, ‘Yeah, this is actually good,’ I thought, maybe I’ve got something here.” With the help of a local kitchen space, Flip began to build a loyal customer base. “I started selling the sausages on Facebook, and then the line out the door demanded a table. I put out one table, then two, and then 10 tables – and accidentally had a restaurant!”

Today, Grater Goods operates from a 100-square-metre factory in Woolston, with a bustling bistro and shop in Sydenham offering a variety of plant-based meats, cheeses, and pâtés. Plans are afoot for a move to High Street, positioning itself in the heart of Christchurch’s dynamic new city centre. The company has successfully carved out its own niche in the rapidly growing plant-based deli meats market, specialising in gourmet plant-based offerings.

Flip's vision for Grater Goods includes not just local growth but expansion into international markets. The company is eyeing a move into Australia, the world’s second-fastest growing plant-based market.

But the business remains firmly rooted in Ōtautahi Christchurch. “My team is everything,” she says, emphasising the values-driven nature of her employees.“ Here in Canterbury, there is a larger percentage of values-driven employees than in other places. it’s easier to find incredible team members who are passionate about sustainability.”

Flip puts much of her success down to a robust support network within the Christchurch ecosystem. “From the start, I had support from ChristchurchNZ and the Ministry of Awesome, which was invaluable.” Through Incubator programmes and partnerships with NZTE, she gained access to crucial resources and investment opportunities. “I felt like I was out there on my own, but then all these hands started appearing underneath me.”

That collaborative spirit is evident in the female entrepreneur network in Christchurch. “There’s a strong network of women in the public and startup sectors who are passionate about supporting female founders,” Flip says. “They understand that more inclusivity leads to better results and a healthier economy.”

Despite the challenges of navigating the business landscape, Flip has found that accountability and community support are key to success. “Every time there’s been another layer of accountability, it feels hard at first, but then it feels relaxing because it comes with support,” she notes. This mindset is echoed in her company culture, where “being human first and workers second” fosters clear communication and resilience.

Flip – who is also an acclaimed singer-songwriter and author – says the Christchurch ecosystem nurtures innovation and inclusivity, making it an ideal place for female entrepreneurs to thrive. “The support networks here are incredible. Christchurch is a great place to invest, to build a business, and to be part of a community that truly cares.”

Flip Grater is redefining the culinary landscape with a bold vision for plant-based cuisine. As Grater Goods continues to grow, she’s excited about what the future holds. “After 27 years of plant-based eating, it’s been wonderful to see the movement growing, and I’m excited to be part of it.”