Farro Fresh has appointed Craig Williams as Chief Executive Officer following an executive search conducted by SEQEL Partners.

In May 2022 Farro Fresh, New Zealand’s leading speciality grocery retailer, announced the completion of a capital raise with Waterman Capital to accelerate the company’s growth initiatives, including its seventh store at the Smales Farm commercial hub in Takapuna. Farro opened its first store in Mt. Wellington in 2006 and since then has championed many of New Zealand’s best-known food, beverage, and grocery products from start-up phase through to category leading brands. Farro supports more than 500 artisan suppliers and has grown to over 400 employees in six stores across Auckland – Epsom, Grey Lynn, Mt Eden, Mt. Wellington, North Shore and Orakei.

Craig joins Farro Fresh from PETstock where he held the position of New Zealand Country Manager for the last five years. He previously held national sales management roles with Royal Canin. Craig brings a strong senior leadership background in the corporate sector combined with his own entrepreneurial activities, having founded a number of his own businesses in the food and beverage, healthcare and technology sectors throughout his career. He worked as a chef in his earlier career.

Craig holds a National Certificate in Business Management and Marketing from the Manukau Institute of Technology.