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Brendan Lindsay - Source: Close Up -
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An Auckland businessman has discovered the New Zealand-made label is more important than an exotic name.
Brendan Lindsay's company makes distinctive plastic storage containers called Sistema and while they are probably in most NZ homes, few would realised they are locally produced.
"I'm as proud as punch to be honest," Lindsay said on learning that the product has got him into the finals of the Auckland Exporter of the Year awards.
"It's going gangbusters, it feels like we are on a rollercoaster ride, it's so exciting," Lindsay told Close Up tonight.
Lindsay chose the name Sistema because of the way it sounded and the image it projected, but he has learned its big selling point is that it is made in New Zealand.
"Sistema means system in Italian, we wanted to try and make it sound Italian because who would buy plastic product in New Zealand? But you would buy it out of Italy because you would think it was all fabulously designed."
He said he has disproved the myth that if it's plastic it has to come from Asia but admits a lot of people don't know the product is made in the Auckland suburb of Penrose.
From there it is shipped to fast expanding foreign markets such as the United States, England, Canada, South America and Asia.
"We've sent product to Japan, we've sent it to the Philippines, we've sent it to Thailand," said Lindsay.
"The biggest asset we have as a business is not the name Sistema, it's made in New Zealand.
"That's the icing on the cake, that's the thing that means something, made in New Zealand."
And Lindsay is determined that despite commercial pressures the company will continue to operate out of Auckland.
"We've grown our business every year around 20, 25%, but in the last two years we've grown 80%," he said.
"It's our challenge to make sure that we are efficient and we maintain our bottom line."
Lindsay told Close Up that while he could "probably make the product 30% cheaper in Asia" it wouldn't change his circumstances much but would change the lives of his 300 workers.
"They are out the door and become a casualty of another New Zealand manufacturer moving offshore."
His company is now looking at producing innovative food storage systems for overseas markets and a new microwave range.
"I haven't finished yet...I'm at the twilight of my business career and I have an opportunity to take this business to the world."
He said the challenge is to "grow our business but keep our heart and soul here".
"While I own this company, which means while I am alive, this company will stay in New Zealand."
