Auckland, New Zealand, May 8th, 2026, FinanceWire
The Kennerly Group is scaling its independent grocery operations, with a major expansion of its online supermarket Paddock to Pantry as demand grows for locally sourced, direct-to-consumer food delivery.
The move reflects a broader shift in consumer behaviour, as households increasingly look beyond traditional supermarket chains in favour of alternatives that offer greater transparency, quality, and connection to producers.
Expansion Backed by Infrastructure Investment
Paddock to Pantry is entering a new phase of growth, supported by significant investment in infrastructure and operations. The company is preparing to expand its product range substantially, alongside the development of a new warehouse facility designed to improve fulfilment and distribution.
A second physical retail location is also planned, extending the brand’s presence beyond its online platform. Together, these developments are expected to increase delivery efficiency, improve stock availability, and provide customers with access to a wider selection of products.
The expanded offering will include fresh produce, premium grocery items, and household essentials, with a continued emphasis on locally sourced and ethically produced goods.
“Our focus has always been on building a grocery model that feels more connected,” said Kennerly, founder of The Kennerly Group. “Customers want to know where their food comes from, and they want access to products they can trust. This expansion allows us to deliver that at a larger scale.”
A Growing Alternative to Traditional Supermarkets
The expansion comes at a time when grocery markets in New Zealand and Australia remain dominated by a small number of large players. Increasing scrutiny around pricing, supply chains, and competition has created space for independent providers to offer a different approach.
Paddock to Pantry is positioning itself as a curated alternative, prioritising quality over volume and offering a more streamlined shopping experience. By focusing on a carefully selected range of products, the brand aims to simplify decision-making while maintaining high standards.
The Kennerly Group is also engaging in industry discussions around market competition, with plans to contribute to policy conversations in Australia on the role independent grocers can play in improving outcomes for both producers and consumers.
“Choice is important,” Kennerly said. “When people have access to alternatives that are transparent and community-focused, it creates a healthier system for everyone involved.”
Supporting Local Producers
A key part of the Paddock to Pantry model is its focus on supporting regional farmers, growers, and food producers.
By shortening the supply chain and working more directly with suppliers, the business is able to provide customers with greater visibility into product origin while helping producers access a broader customer base.
This approach aligns with increasing consumer interest in understanding where food comes from and how it is produced.
Building for Scale Without Compromising Values
The new warehouse facility will incorporate upgraded logistics systems and improved inventory management, enabling the business to scale more efficiently as demand grows. Sustainability considerations are also being factored into the design, with an emphasis on reducing waste and improving energy efficiency.
The planned retail expansion will provide an additional touchpoint for customers, offering a physical space to engage with products and experience the brand in a more direct way.
While the business is expanding, the focus remains on maintaining the principles that have driven its growth to date.
“We’re not trying to replicate the traditional supermarket model,” Kennerly said. “We’re building something that works differently — one that prioritises quality, accountability, and long-term relationships with both customers and producers.”
Responding to Changing Consumer Expectations
The growth of Paddock to Pantry reflects a wider shift in consumer expectations around grocery shopping.
There is increasing demand for convenience, but not at the expense of quality or transparency. More households are planning their purchases in advance, seeking out trusted providers, and placing greater importance on the origin and integrity of the products they buy.
As these expectations continue to evolve, independent operators are playing a more prominent role in shaping the future of grocery retail.
About The Kennerly Group
The Kennerly Group is a New Zealand-owned grocery collective focused on delivering high-quality food directly to consumers. Its portfolio includes Paddock to Pantry, an online supermarket and physical grocer offering ethically sourced groceries, fresh produce, and household essentials, alongside complementary direct-to-consumer food brands.