If you can imagine a Dunedin university student returning to Taranaki for the summer, surfboard under one arm and a giant jar of peanut butter under the other, you’d be imagining the very (very) start of New Plymouth’s Down to Earth Organics in 1979.
This year, Down to Earth Organics turns 45, so we decided to take a trip back in time to when the railway goods shed were right in the middle of town, when there were no credit cards and tills still made a satisfying ‘Ka Ching’ noise and when Down to Earth Organics on the corner of Devon and Morley was opened by two spirited young men adamant on creating and sharing the good life.
Q: Take us back to the moment when you first started toying with the idea of opening an organic store on the corner of Morley Street and Devon. How did it come about?
Dave: The idea for Down to Earth Organics began during a road trip in 1979. After visiting a wholefoods shop in Dunedin called Real Foods, we were inspired to start a similar venture in New Plymouth. We found a building on the corner of Devon and Morley Streets and decided to move forward with our plan.
Q: Keith, can you describe yourself at the age you were when you founded Down to Earth Organics? What did you look like back then?
Keith: At 23-24 years old, I was energetic and enthusiastic, though quite inexperienced in running a business. I looked like your average young guy.
Q: How did the two of you meet?
Dave: We met at Spotswood College in the early 70s. We shared a love for surfing and a laid-back lifestyle. After school, we went our separate ways but reconnected in 1978 when we lived together with friends in a $10-a-week villa on Oxford Road in Okato.
Q: What was your vision or dream for Down to Earth at the beginning?
Dave: Our vision was to offer healthy, organic food options to the community. We wanted to provide access to quality products and promote a healthier lifestyle, aligning with the values we embraced.
Q: How did you source your products in the early days?
Dave: We sourced products from local wholesalers like Burgess Fraser, which provided bulk items such as dates and nuts. We also stocked local brands like Hoopers honey and were early customers of Comvita for bush honey.
Q: What was your relationship with organic food and sustainable garden-to-table living when you decided to open an organics store? Did it change over the years you owned it?
Dave: Our commitment to organic and sustainable living was genuine from the start. Over the years, as these values became more mainstream, our commitment deepened, reflecting the growing awareness and adoption of these practices.
Q: Can you share a memorable story from the early days of Down to Earth Organics?
Keith: One particular day, the surf was pumping and the boys were getting a bit antsy being in town. A young lady they had never met came into the shop, and the boys showed her how to press the Ka Ching button on the till, and off they went surfing!
Q: Keith, what was your role and Dave role with Down to Earth? Were you heavily involved in the day-to-day running or more behind the scenes?
Keith: I handled the ordering and office work, managing the administrative aspects. Dave was more involved in the daily operations and customer interactions. We had a symbiotic working relationship that was effective and harmonious.
Q: What did a typical day at Down to Earth look like?
Dave: A typical day involved managing stock deliveries and interacting with customers. We often dealt with deliveries from the railway goods shed and used an old-school till that went “Ka Ching” when you pressed the right button.
Q: Do you remember opening day?
Keith: Opening day was filled with excitement and anticipation. The shop was simple and welcoming, and the atmosphere was one of pride and hope as we started this new venture.
Q: How about your last day as owner?
Dave: Our last day was emotional and bittersweet. We were proud of what we had achieved but ready for new challenges. It was a significant moment of transition, both for us and the store.
Q: Can you share a story of a particularly tough day in the early years and how you found the strength to keep going?
Keith: One challenging day involved a delay in stock deliveries just before Christmas, which was stressful. We had to work hard to secure essential items.
Q: Was being ‘organic' a commonplace choice when you opened the store?
Dave: At that time, being organic was not commonplace. We were pioneers in promoting organic and healthy living, which was still relatively niche but became more mainstream as time went on.
Q: What prompted the decision to move on from Down to Earth?
Keith: We decided it was time to explore new opportunities after several successful years. Moving on allowed us to pursue other ventures and challenges.
Q: How do you spend your time these days?
Dave: I am involved in running my family farm and developing the Ahu Ahu Beach Villas. I also spend time enjoying nature and engaging in personal projects.
Keith: I am busy with my sprout business, small business tutoring, ski field management, and honey ventures (you can find Keiths honey on our shelves) It’s been a fulfilling journey, and I appreciate the experiences and lessons learned.
Q: Not bad for a little corner store! Do you have any birthday wishes for the Down to Earth community?
Dave: We wish the Down to Earth community continued success and growth. It’s wonderful to see the store thriving and maintaining its commitment to quality and service. Happy 45th birthday, Down to Earth Organics!
Keith: Our best wishes to everyone involved. We’re grateful for the support and excited to see the store’s ongoing impact. Here’s to many more years of success and community connection!
