Tag Archives: experience

Dr Feelgood: Humble beginnings


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Have you ever wondered how the ice pop brand “Dr Feelgood” came to be?  We certainly have. Imagine our excitement when we were invited to tour their workplace and see the operations of the humble ice pop brand that launched into the food scene two and a half years ago.
Lomo. Tree lined path. Treehouse.

As we drove down the leafy path of their long driveway, passing sheep and horses roaming leisurely around, we wondered how in the middle of the rural countryside, could there be a magical ice pop factory?

We were greeted by some Arapawa sheep with twin, 3-day-old baby lambs (now go by the name of Thelma and Louise) and a nudge from Louie, the friendly dog of none other than Dr FeelGood himself, or Jacks.

Meeting Fred.

With much excitement and curiosity, we geared up for the tour. Not even the downpour could dampen our visit as Jacks spiritedly told their story.

It all started with an attempt to make probiotic drinks, mid 2014. They couldn’t keep the drinks stable enough and it was all looking like a destined fail. They were ready to move on, until Mel, his partner, made pops from the drinks for the kids and their new product was born.

During early testing, the pops were made in Zoku moulds. Today, they are made on a much larger scale. Master pop maker Jane, who has been with the company from the beginning, showed us how the Chocolate Jelly Tip was made. Jane is meticulous about quality control – sticks were checked for smoothness, and ensured they were lined upright to avoid wastage.

Dr Feelgood factory tour. Ice pop making.Dr Feelgood factory tour. Ice pop making.

We were given the task of inserting wooden sticks to the holders before they were fastened to the ice pop moulds. This was then placed in a large industrial freezer at -30C.

“The faster they freeze, the smaller the ice-crystals. That’s what makes it creamy and delicious.” Jacks told us.

Dr Feelgood factory tour. Ice pop making.Once done, the pops are released from the mould carefully. The sound of that was music to my ears!

Dr Feelgood factory tour. Ice pop making.

There were other flavours when the brand started, slowly replaced by the current flavours, always trying for the perfect pop.

After careful market research and advice from key influencers like Lewis Road Creamery’s Peter Cullinane who can always find just the right Winston Churchill quote, in this case “When going through hell… keep going.”

“It’s been a steep learning curve and at times a bumpy journey but a lot of fun, getting the good Dr to the world.”

The first thing that catches your eyes is their colourful design and witty tag lines.  I think it’s pure creative genius at work. Both Mel and Jacks have 25 years each in advertising working on brands for others. It was time to try something on their own. Jacks credits the award winning design to his partner Mel Bridge, who has a day job as an award winning commercial director. Together they are building a brand that is gaining popularity with each passing week.

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When you pick up the pop, there is a certain nostalgic feeling evoked from their brown paper boxes. Something about it brings me back to happy memories of the olden days and some degree of familiarity.

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The boxes are made in a local factory, just 3.5km from Dr Feelgood’s factory, with eco-sourced materials that are tracked through the PEFC system (Programme for the Endorsement of Forest Certification, the international non-government organization dedicated to promoting Sustainable Forest Management), making it sustainable and trackable. They are also compostable.

These artisan, handmade frozen treats of delight came at a time when people were becoming more aware of food ingredients and eschewing foods with refined sugar.

“We value eating good honest food and feeding our kids things that haven’t got weird stuff in it, and like it to be fun.”

New Zealand ingredients are used as much as possible.

Organic milk from Lewis Road Creamery, the premium dairy company that has grown a cult following is used for all dairy pops. The creaminess is just beyond exceptional.

You will not find refined sugar, artificial flavourings or colourings in the frozen pops. Instead, natural sweeteners such as coconut sugar and brown rice syrup are used. Beetroot powder is used for colour. Everything is kept as close to nature as possible. Just like the natural, rural setting we found ourselves in.

Dr Feelgood frozen pops
This premium product is stocked far and wide: Farro Fresh, Moore Wilsons, an ever growing number of New World and Countdowns, select stores in the South Island and some Four Squares. They are also in places like the Waitakere Arataki Visitor Center and Shot Over Jet, Queenstown.

Jacks’ passion and creativity is infectious. It is obvious to us on our short visit that he loves his product and is proud to have created a sweet treat that doesn’t invoke guilt.

In fact, I am no longer surprised by the rural nature of their creative space; it is precisely that which is the source of inspiration for the all natural, “no weird stuff” pops.

“Dr Feelgood isn’t just a name, it should also be the outcome of everything we do.” – Dr Feelgood

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Now the only thing to do is to choose which flavour to lick first.

The Auckland Food Show 2017 experience


Every year from the beginning of July, I countdown to THE foodie event of the year in Auckland: the Food Show. It’s a time to see my favourite brands, check out new products and ogle at the increasingly high standards of design and artwork on products. This year was no different, if not better. I went on the first day of the four-day event, which is the preview day with less crowds. I use this as my ‘discovery’ day, where I spend much more time talking to stall holders who are often the farmers and producers behind the actual products. Some of the stories are touching with rich histories; everyone I met were super passionate with the product they have.

Here are some of the highlights of my day.

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Barilla Australia hands-on cooking class began with chef Andrea Tranchero, Executive Chef at Barilla Australia telling us the history behind Barilla. I now have a fond visualization of Casa Barilla thanks to his Italian accent and warm introduction.

Chef first demonstrated the perfect way of cooking pasta before we dived in with the cooking ourselves.

He shared three top tips with us:

  1. Never add oil to the water.
  2. Don’t rinse pasta after cooking.
  3. Take pasta out 3 mins before cooking finish and place in sauce to finish cooking for perfect al dente bite.

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The Barilla team tasted it and I now have a measure of what the true ‘al dente’ stage is for Italians – kiwis generally cook it for far too long. However, if you want it softer, by all means!

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Jersey Girl Organics – they recently won in the Outstanding Producer Dairy Primary category in the Outstanding NZ Food Producer Awards. Their milk is full of Omega 3 and A2 Protein, is fully certified organic that comes direct from their farm in Matamata. When tasting, the milk is full-bodied and creamy. Pure deliciousness. Liz, a director of the fourth-generation family business, was brimming with excitement when she told me her family’s story, producing first class milk. Check out the video on their website of their cool milk vending machine!

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Aunt Jean – all the way from beautiful Nelson, Hannah and Tom Raine brought their farms’ milk to the Auckland folk. I love the bottles! Their milk is creamy and fresh tasting. No permeates and not homogenised. I’m in love with these beautiful milk. Perfect in hot chocolate and baking. Can’t wait for Miss 8 to try.

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Eddy’s french dressing is phenomenal – fell in love with it straight away after trying – it will go with my shredded poached chicken, crunchy cucumber and noodles dish. Yum! $20 for 2 bottles. 

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Wild Fennel Co’s range of gourmet seasonings for meat and fish, are different to the traditional seasonings. In a good, “what’s this spice I can taste in here? It works!!” Totally eyebrow-raising at first, when I tasted the dish as I cook, but in the end my family loved the steak/venison/lamb/chicken/duck/fish/pork so I’m winning.  Dan, the creator behind the seasonings, was formerly a fine dining chef and naturally is inspired by traditional flavour pairings from different cuisines around the world. Jo, his wife, is the illustrator and designer for the brand and gave the products a beautiful classic look. Together, they’ve created a product that is easy to use and dishes taste amazing. Tip: don’t let the type of seasoning stop you from mixing it up. I tried the venison seasoning on the beef and it was next level.

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No Shortcuts – Gourmet Chutney – I discovered their Sambal Ulek and have thrown away my malaysia-made jars of sambal. These NZ made ones are so good and addictive. There are no preservatives nor additives, and tastes great with dumplings, noodles, roasts and chicken. At the show this year they launched a new product, the sweet pickles ($7). They will be perfect in a vietnamese pho I think! I tried the Feijoa and Ginger Jam and am itching to make a cake out of it. The chutneys are 3 for $25 or 1 for $10.

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The Vegery – Discovered a very interesting healthy snack – dried carrots with cumin! These will be perfect with hummus and dips (such as the No Shortcuts Chutney) , and there are 65g of carrots per wrap. Tasty too!

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Fresh As – They are renouned for their freeze dried fruit powers, used by bakers and executive chefs worldwide. Launched at the Food Show is their Panna Cotta powder – they’ve done the work for you! Just add milk and follow the recipe. Each packet makes 2-4 servings. There are two flavours – Doris Plum and Raspberry. Personally I think both tasted delicious and will sell out before Sunday. $10 for 4 packs.

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Fix and Fog – At $10 for 2 jars, I said to them “you better have enough stock. This lot might only last you till Saturday”. Don’t worry, they have more stock being sent up so everyone can stop panicking.

Their peanut butters are handmade from start to finish in a factory in Wellington. There are five flavours in the range, with the latest being the honey peanut butter, a collaboration with J.Friend&Co. All of their existing range of peanut butters have been either awarded medals or were finalists in various industry awards.

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Home St – I tried their sprouted good seed pizza bases and was blown away by how yum it was. Pizza has never tasted better than this. Sprouted refers to the seeds and grains that have been soaked and sprouted, therefore activated. Enzymes and minerals in the seed are unlocked for the body. Doesn’t that sound good?

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The Pie Piper desserts bring pure happiness. The mother-daughter team makes pies from scratch, with a weekly changing menu. You can find them at their K Road shop.

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Meadow mushrooms – the team made delicious mushroom and chicken dumpings at the show and they are yummy! Pick up a recipe and the 3 for $5 deal when you are there.

Dad’s pies – our favourite pies! Their range includes beef, lamb, chicken, bacon, veges and comes in individual servings and family sizes. Miss 8’s favourite is the Prime Beef Steak and Cracked Pepper. It is an easy dinner option – prepare some veges while the pie’s heating in the oven and dinner is in 30 minutes. The pies are full to the top of delicious filling, plenty of tender meat and flavoursome sauce. Not too salty either. It really does feel like you are eating a homemade pie where lots of tender love and care went in. Miss 8 is super excited with the prize pack we won from them!

With over 270 stalls at the show, I cannot possibly list them all here. However the following are my last minute dash stalls that I will have to remember to pick up goodies from on Sunday, when I return with Miss 8:

  • Simon Gault – for the stock and seasonings. I am stocking up on the fish and Beef stock, Morrocan and Indian spice seasonings. 5 for $25. Simon’s new tomato sauce ($7) that is sweetened with only veges launched at the foodshow. However as of Friday afternoon they have sold out! Don’t fret, you will still be able to sample, and they will be stocked in shops and Sous Chef from next week. They are also running a special with Turks chicken, $20 for 2 whole chickens with a seasoning or $20 for 4 bags of 450g skinless boneless chicken. They come with a chill bag too.
  • Lewis Road Creamery – if you have had trouble finding their chocolate liqueur, you can buy at the show for $40.
  • Chia drink – $12 for 4 bottles. I’m going for blackcurrant and passionfruit.
  • Green Meadows Beef – their show special $60 beef box is a bargain – sausages, sirloin, patties, mince all direct from their farm.
  • Perfect Pork – 3 for $25 – their range of grain-fed New Zealand pork includes sirloin and pork belly.
  • House of Dumplings – we love the Nepalese Spiced Lamb and Korean Sesame Beef dumplings. 
  • Dish magazine – I love their stories and food styling! Their subscription deal is pretty amazing with a gigantic goody bag.

Top tips:

  • Register your ticket if you haven’t already done so, and have it within easy reach like in your pocket. Scan them at the stalls you visit and gain an entry in the respective comps.
  • Get there early if you can. 11am to 2pm is the busiest at the show.
  • Keep hydrated and wear light layers as it’s warm in the showgrounds
  • Keep track of time if you have a particular cooking theatre session you want to see. It can be a bit chaotic when you realise you are in hall 3 when the cooking session in Hall 1 is about to start in 5 minutes.
  • Mazda chauffeured shuttles will pick up and drop off at destinated stops around the showgrounds, making it easier to buy more.

Here are some more photos from the show:

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    Countdown – crunchy lebanese cucumber

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    Farmland boys

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    Beer belly jellies

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    Prosciutto di Parma

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    Part of my foodshow haul