Foodstuffs Emerging Supplier Semi-Finalist — A Milestone Worth Celebrating
A few months ago I came across an entry form for the Foodstuffs Emerging Supplier competition and thought — why the heck not!
This is a competition worth its weight in gold. With an incredible reputation across the NZ food industry, and entrepreneurs and foodies entering from all over the country, the competition is fierce. One of the prizes? A spot on New World shelves across the North Island. But honestly, even beyond that, the access to industry knowledge, marketing insights, and data that comes with being part of the process is extraordinary. Knowledge is power — and in the food industry, that kind of access is almost better than winning $50k.
So off I went. I completed the paperwork, pulled together the necessary information about Flour and Dough, and waited.
The Call That Changed Everything
Being notified that I was a semi-finalist was absolutely amazing. Truly humbling. It was one of those moments that tells you — someone is looking, someone is seeing what you're building, and they're acknowledging it. For a small NZ food brand, that kind of recognition means everything.
Rosemary Garlic and Thyme Bread Mix has made the cut, the semi finalist cut to be exact!
Unfortunately, the timing couldn't have been harder.
Around the same time, I was facing surgery I'd known was coming for 6 months. Not just any surgery — a craniotomy. And then, due to a CSF leak while I was still in hospital which required another grueling surgery, a second one just five days later. My family was stretched to its limits, the kids were all over the place, and I was in no mental or physical space to give the next phase — a video presentation — what it deserved. Then, the worst thing happened, 3 months later I had another leak, a third surgery schedule, a third recovery and what honestly felt like the end of it all, I was not capable of anything let alone a competition!
I fumbled through it. My mind wasn't where it needed to be. And I didn't progress further than semi-finalist.
What If — and Why I Don't Live There
There's a part of me that will always wonder "what if." What if the timing had been different? What if I'd been able to give that video presentation everything I had?
But that's not how I roll. I can't change what happened, and I wouldn't trade my recovery for anything. Sitting outside in the sun, 13 days post-op from the second surgery, stitches out and genuinely on the mend — I felt grateful. Grateful to be recovering, grateful for the people around me, and grateful to have been part of something as significant as the Foodstuffs Emerging Supplier competition at all.
What It Taught Me
Being a semi-finalist showed me exactly what to expect from the industry, what to work on, and where Flour and Dough still has room to grow. It was humbling in the best possible way — a mirror held up to the business that showed me both how far we'd come and how much further we could go.
To everyone who was part of that journey — whether you helped with videos, photos, or just words of encouragement — you are an incredible part of this story. Thank you from the bottom of my heart.
Flour and Dough is still here, still growing, and still very much in the game. Watch this space. 🧡