Roman Jewell

I'm a former lawyer who fell in love with peanut butter. In 2014, Andrea and I left behind careers in law to start Fix & Fogg in Wellington, New Zealand. No food industry experience. No road map. Just a genuine belief that we could make the world's best nut butter if we cared enough about the details. We started at a farmers market selling about 30 jars that first weekend. A decade later, Fix & Fogg is in every Whole Foods Market in the United States, on shelves across New Zealand, Australia, and the UK, and - in what might be the most unexpected chapter yet - our peanut butter flew to the International Space Station aboard NASA's SpaceX Crew-8 in 2024. The first New Zealand food in space. Nobody planned that. We're B Corp certified, palm oil free and Non-GMO verified. We make everything ourselves in our factory in Wainuiomata, just outside Wellington, with a team of 30 people who care deeply about what goes into every jar. My operating philosophy is simple - do one thing really well and don't spread yourself thin. In a category dominated by legacy brands with massive marketing budgets - quality, authenticity and values are still the best long-term strategy. I write about the founder journey, building a brand in international markets, and the unglamorous realities of growing a food business. Please follow along if that's useful. Fix & Fogg - Go Places