End of an era – beginning of a new one

They’ve been the face of fresh and specialty food in Queenstown for almost 30 years, but Nathan and Angela Imlach recently hung up their grocery aprons for a well-earned break.
The Imlachs sold their long-standing Raeward Fresh Queenstown, originally Queenstown Wholesale Market, then Mediterranean Market, to Picton supermarket owners Jono and Jess Ettema.
“It was the right time to inject some new, young blood and Jono and Jess have a good knowledge of the industry, and are passionate and energetic,” says Angela. “Queenstown’s been very loyal to us. It just feels right for somebody else to take the baton and keep going forward.”
Lockdown periods were probably the Imlach’s most difficult trading times. “The hardest thing in recent years has been constant increased compliance and regulations costs,” says Nathan. “Businesses have been pushed sideways with every new regulation, and costs changing.”
Twenty-eight years of seven days a week, in addition to the events of the past few years, has taken a toll, and while the Imlachs are only 54 and not ready to retire yet, a couple of months chilling out is just the ticket. They’re enjoying golf, biking, boating and gardening before deciding what to turn their hands to next.
“We’ve got no idea, but we’ve had a lot of offers, plenty to be kitchen hands,” laughs Nathan, who came from a hospitality management background with the Invercargill Licensing Trust. Angela hailed from a radio and car sales background, and when Nathan’s late Southland farming parents, Ron and Pat Imlach, invited them to join in the original Queenstown Wholesale Market in 1994 the opportunity was too good to turn down.
Opening with business partners in Wānaka and Te Anau Wholesale Markets, and Angela’s sister Nadine, and husband Grant, who just happened to be Nathan’s brother, it’s been a successful family business all those years with various progressions. Sister Sandra Bragg started washing and bagging lettuces years ago and later became barista in the store café.
Queenstown Wholesale Market, hugely busy then supplying the local hospitality industry and locals, was bought by food service supplier Crean’s in 2005, which later became Bidfood. By then Angela and Nadine had already launched the popular Mediterranean Market store, now Raeward Fresh, in Robins Road so she and Nathan focused on that business, building up a strong local following. “When we first started our point of difference was our imported goods from Europe,” says Angela. “However, in the last 10 years that’s changed to more demand for local home-grown New Zealand products as producers here have matured their offerings. We always chose quality New Zealand products if the price was right.”
It’s been important to keep up with those market trends and the Imlachs are very grateful for the research and effort that’s gone in from product development manager Rebecca Hunter and Grant Rixon, who handles procurement.
It hasn’t been all hard slog. Avocados used to be ripened on the warm waterbed in the flat above the original market. “If somebody in the team had a late night and ended up staying in town they had to either lie on the avocados or move them, depending on what state they were in,” grins Angela.
Daughters Georgia and Ruby were enlisted from a young age, two and four – one on a stool and one passing, ensuring those avocados were ripened in the family’s hot water cupboard. “It was a very slow process,” recalls Angela.
With so many family involved in the original business, Imlach family dinners meant Nathan, his father, brother and uncles would use shop codes to request tomato sauce, chutney or pepper, passed to them at the table.
Staff Christmas parties were renowned with the Imlachs often hiring a live band on their home lawn. “We’d most often have at least 12 or 13 nationalities working for us at once. We loved those young working travellers, adding a multicultural food experience. They took us around the world daily,” says Angela.
The Imlachs have always made a great team and switched roles when necessary to accommodate young children, ensuring Nathan had time to serve on the Queenstown Primary School Board of Trustees and St Hilda’s Collegiate Board of Proprietors.
For Jono and Jess it may seem a hard act to follow, but they’ve slotted in comfortably, retaining the Imlachs’ great team.
The Ettemas owned Picton Four Square and previously Jono managed Raeward Fresh Nelson, after a five-year stint as store manager for two large Wholefoods Markets in London. “That was a very cool company to work for and we’re hoping to bring that vibe to Queenstown,” says Jess. The couple took over on October 3 and, like the Imlachs once did, love the convenience of having two small children at Queenstown Primary School just along the road.
“We were caught a bit by surprise when we saw Ange and Nathan had put the store on the market,” says Jess. “We were in the store about four years ago on holiday and Jono said, “If I ever happened to have the privilege to own this store, it would be the opportunity of a lifetime.”
The Ettemas are remaining passionate about fresh, unique and local. “We’ve brought in some new lines with a big focus on Christmas goods, like beautiful German and French chocolates, exclusive wines, giftware and Christmas lines that tie in with the café.”
They’re looking to expand the catering arm of the business and are fortunate enough to have just hired one chef, with a second hopefully joining them soon. “We’ve always had an amazing staff base and that helps to attract other staff.”
“The catering menus were scaled back during Covid but we’re looking to expand that again with more beautiful salads, platters, meats and other offerings for the New Year so there’s more choice,” says Jess. Raeward Fresh favourites will stay, like the Lemon Syrup Cake, and Raeward Fresh’s renowned hams and fresh, free range turkeys.
Jono and Jess are adding a wonderful new range of Christmas cakes from Pohutukawa Pantry in Christchurch. “We’re really focusing on local offerings and people can come to do their full shop or buy for special occasions.”
The popular 25 to 30-seater café is another exciting aspect of the business for Jono and Jess, both “super passionate foodies”.
And in a way for Jono, it’s completing a full circle of his career, after working his way up from produce assistant in nearby Dunedin for Foodstuffs, and being mentored through its Leadership Programme.
The Ettemas are totally prepared for the long hours and hard work that’s ahead. “You have to work hard to achieve your dreams,” says Jess.