A New Zealand Success Story
Bernie and Kaye Crosby founded Prolife Foods in Hamilton, New Zealand in 1984. To begin with, they operated out of their family home, using their Triumph 2000 car to service health shops in the Waikato with apricots and other dried goods. The big break came in the 1990s when Prolife started selling to New Zealand supermarkets and developed the high-quality Self Selection offer – Alison’s Pantry – in partnership with New Zealand’s favourite cook, Alison Holst. Prolife was very entrepreneurial and expanded into all sorts of product categories, but at its core, its focus remained on Great Food, provided with an obsessive level of service to its ever expanding customer base.
How we ended up in Singapore
After launching in New Zealand and then successfully replicating the offer across Australia, it was decided to move further abroad. With lots of Kiwi’s heading to the shores of Singapore, it seemed an obvious choice to enter this market and see what we could offer. In 2016 we opened our first Alison’s Pantry Stand in Cold Storage Jelita and just 5 short years later we were in 100 stores across Singapore and entered the Malaysian market. Safe to say our Great Food and Obsessive Service has been welcomed by the locals, tourists and expats alike.
Our Company Purpose And Values
Prolife is all about Great Food – and any food we sell we want it to be the best possible in terms of taste, quality, and value. Obsessive Service comes from our Founders – Bernie Crosby would do anything and travel anywhere to meet the needs of his customers as he built the Bulk Foods business.
