aboutus capabilities careers community contact Home products warehouse

Our Story

The Prolife Name & Logo

Our company name, Prolife Foods, is a positive affirmation about how great life can be. 

The logo is the signature of Prolife Foods the company, its people, its attitude and commitment.  The stylisation of the Southern Cross is a parochial statement supported by the tick, which underwrites excellence and positivity, and the stars signify the enormously talented people being a star team.

Small Beginnings

Prolife Foods  was founded in 1984 by the two current proprietors - Bernie & Kaye Crosby.  The business, initially selling nuts through vending machines, was first based in the Crosby home garage.  Kaye, with two young children, handled the administration (without computers); and Bernie, using Kaye's mothers Salter kitchen scales, weighed, packed and then sold the nuts - these orders fitted in the car boot.

The Big Time

Three years later, with a truck, a van and three employees they were off to the "big time" - bulk foods merchandising systems plus an emergence of "health consciousness" in people's lives was the vehicle for growth. 

The following year saw diversification into catering lines, canned goods, oils, herbs and spices and major business was conducted with the hospitality trade, primarily in Rotorua and even more opportunity presented itself.

From hospitality supplies we refocused on utilising the proven success of the bulk display self-selection marketing methods of merchandising and these principles were applied to the confectionery market - we were the first to trial this marketing method in supermarkets.

A bit of lateral thinking, and following in the footsteps of bulk wholefoods and bulk confectionery, we moved into bulk liquids, comprising of cleaners and foodstuffs but eventually narrowed the range back down to concentrate on wholefoods and confectionery markets.  Over the years the way the self selection product has been displayed for sale has changed immensely - from cardboard display through to the specifically designed perspex bin and scoop systems used today. 

As well as the self selection business endorsed by Alison Holst, we are proud of our Value Pack pre-packaged brand - a quality offering in clear packaging with a 200% guarantee, and our Mother Earth range of products.  Since 2011 we have also had the Donovans brand of chocolates. 


The rapid expansion of the business was reflected by the various office moves - Crosby Road, Cameron Road (and the introduction of computer technology), Greenwood Street, Kahikatea Drive to the current location in Maui Street on 8.5 hectares.  Over the years major investments have been in building expansions and in high speed, highly accurate machinery to enable Prolife Foods to gain production extension to enable us to offer house branded lines plus contract packing abilities.  

From small beginnings Prolife Foods is now one of New Zealand's largest importers, manufacturers and marketers of nuts, dried fruits, snacks, cereals and confectionery products and recognised as experts in the marketing and managing the self selection foods category through the popular Alison's Pantry brand.   We have in excess of 700 employees, including some of the original recruits who now hold senior positions and are an integral part of the growing Prolife family.

We have also branched out from New Zealand and built a strong business in Australia.  We are also selling our Mother Earth and Donovans brands into a number of international markets including Singapore, Malaysia, China, Hong Kong, United Arab Emirates and Oman.

Over the years the client base and relationships built have been, and remain, rewarding and fulfilling.  We have a strong sense of community support and social responsibility both internally and externally.   We are committed to remain true to our values, integrity, accountability, passion and success, as we continue on our journey of invention, creation, innovation and execution.

Westpac Waikato Business Awards Winners Announced
In announcing Bernie Crosby of Prolife Foods as the inaugural Laureate to the Waikato Business
Crosbys donate $100,000 to struggling Waikato businesses
Hamilton couple Bernie and Kaye Crosby have kick-started a scholarship aimed at helping Waikato
Founders of Company Awarded ONZM
The founders of Prolife Foods, Bernard and Kaye Crosby have been recognised in the 2014 New
Company Founder Establishes Charitable Trust
Bernie and Kaye Crosby have established the Neurological Research Charitable Trust.The Crosbys,