Sweet success for RJ's Licorice

No, it’s not a trick question. Licorice is the answer - a plant with a long, rich history, that inspires passion in those who love it.

Levin-based licorice manufacturers RJ's Licorice know that people love licorice - the company gets letters from all over the world from people raving about their products, and asking where they can get more.

And it has just landed an export order from Britain worth several million dollars.

That’s no surprise to RJ’s executive chairman, Roger Halliwell.

“What we produce is unique - no-one else had thought of putting chocolate inside licorice logs before”, he says. 

“Licorice is one of those sweets that those who love it just have to have. That’s been the case since it was first discovered by humans - and it was first recorded in Britain as early as 1200.” 

He founded the company in 1995 after managing, then owning, Granny’s Licorice, which was then sold to Nestle. Halliwell had long experience in licorice. He knew there was a good market for it, so he decided to buy the vacant factory in Levin. He called his then 23-year old son Regan, who was traveling overseas, and offered him the chance to be a founding partner.

Regan is now RJ’s Managing Director.

“I gave Regan the opportunity and to his credit, he grabbed it with both hands”, says Halliwell.

The father and son team decided they would become the best in the world at licorice, resisting the temptation to move into other types of sweets.

So RJ’s produces licorice in all its many and varied forms, from the classic allsorts to the raspberry-flavoured chocolate licorice.

It’s a recipe that’s working - RJ’s turnover is now close to $20 million, says Halliwell.

The company’s humorous website, devoted to ‘making the world a better licorice place’ - reflects a company that’s fresh, creative, and very Kiwi. That’s part of what sets them apart, says Halliwell.

“We’re not some huge, faceless confectionary company. We’re small and personal, and make our licorice with love”.

When RJ’s started, the company had to scour the world for specialised machinery - Halliwell tells of having to travel to the small town of Perm in the US and searching a disused warehouse there by torchlight in order to locate old licorice-making machinery to upgrade.

Now, it imports high-tech machines from Europe.