Porirua’s Whittaker’s won three awards, including the Major Prize when Reader’s Digest announced the results of the 25th Annual Most Trusted Brands in New Zealand survey.
James Henry Whittaker started his journey in 1882 when he began work in a large confectioner, developing a love for all things chocolate. What developed into the quality family business thrived and expanded. In 1969 more space was needed and the family proudly announces “to this day, Porirua remains the heart and home of Whittaker’s.”
Organisers of the Awards say the results speak volumes about the formula trusted brands use in a volatile market – retaining trust during difficult financial times requires timely innovation, swift adaptability and, above all, commitment to their customers.
The 2024 Reader’s Digest Trusted Brands Survey reveals that the brands New Zealanders trust most are those that work harder to uphold the promises they make by pursuing relevant innovation that reflects the ever-changing needs of their customers, says Reader’s Digest Editor-in-Chief Louise Waterson.
“The highest praise goes to Whittaker’s, who has won Most Trusted Confectionery, Most Trusted New Zealand Iconic Brands AND Most Trusted Of All Brands Surveyed for 2024.”
Says Holly Whittaker, Co-Chief Operating Officer and great granddaughter of founder J. H. Whittaker: “Whittaker’s is honoured to be voted New Zealand’s Most Trusted Brand again, and we are humbled by the ongoing support of all of our Whittaker’s Chocolate Lovers.
“This is our home, and we’re proud to make all of our world class chocolate from bean-to bar-right here. As well as our focus on quality, we’re focused on doing things in a way that reflects our family values, from supporting our community and suppliers, to developing sustainable packaging, to sourcing ingredients that are ethically produced, and this award is a great endorsement of what we stand for,” says Ms Whittaker.
Reader’s Digest Editor-in-Chief Louise Waterson says winning brands understand that holding on to trust involves continuously demonstrating an unwavering commitment to their customers. Being consistent and transparent is vital for a brand’s survival today and even more important to ensure it thrives well into the future.
“For a quarter of a century, the results of our Trusted Brands survey have consistently pointed to three important factors in securing trust: consistency, reliability and value-for-money,” says Ms Waterson.
She says when times are challenging, like the current financial climate, customers can change their long-established purchasing habits.
“They do this out of need. But a brand that is recognised as being consistently good quality, of always being value-for-money and having a reputation untainted by controversy will always keep their loyal customers. Award-winning trusted brands understand the importance of working tirelessly to retain the trust of their existing customers and appeal to new ones, despite the challenges.”
New Zealanders are particularly proud of organisations that do great things for others. This support has seen the Westpac Rescue Helicopter being voted the Most Trusted Charity for 2024. Clearly, since the service began in 1970, it has established itself in the hearts and minds of Kiwis because of the crucial and selfless service it delivers to those who need it.
Reader’s Digest commissioned independent market research company Catalyst Consultancy & Research to survey New Zealanders’ opinions on leading brands across 67 categories. With the survey now in its 25th year, a total of 1800 New Zealanders of a mixed demographic were asked to rate their levels of trust in well-known brands.
The full list of the 2024 New Zealand’s Most Trusted Brands Awards winners can be found here https://www.trustedbrands.co.nz/