how it started

Well-travelled, business-savvy, and ready to roll up their sleeves, Angus and Ofer brought passion, graft, and a whole lotta grit to the table. Their tenacity paid off.

Kiwis caught on fast, and within 10 months, The Collective was NZ’s best-selling gourmet yoghurt.

Overnight success? You betcha.

In the 15 years since, we’ve notched up plenty of NZ firsts...

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so, what’s in a name

Straight up, honest – that’s what we’re about. Which is why “Straight Up” became one of our ‘OG’ product names.

The Collective was never just about yoghurt – it was about people. Makers, eaters, dreamers. A crew doing dairy differently, together.

Our logo? A nod to that spirit – meaningful, playful and little bit cheeky grounded in honest-to-goodness Kiwi values.

From a simple idea came a brand that shook up the aisle – and your fridge - it still does.

While others zagged, we zigged.

And we’re still zigging.