Proper Crisps proposes closing Nelson factory, moving to Auckland

Thursday, 18 September 2025

Proper Crisps is proposing to close its Nelson factory and shift its production to South Auckland.

The potato chip company, which is owned by Griffin’s, on Thursday signalled the proposed closure of its Nelson factory in Stoke in late 2027.

“Recently we shared with our Nelson and Wellington teams a proposal to bring all New Zealand savoury snack manufacturing together at our Wiri site in Auckland,” a Griffin’s Snacks spokesperson said in a statement.

“This proposal is about strengthening our manufacturing capability in New Zealand for the long term, but we know it could mean change for some of our people.”

The spokesperson said if the proposal went ahead, 82 roles across Nelson and Wellington could be affected, with production potentially moving to Wiri from late 2027 and into early 2028.

The company said 47 staff were potentially affected at its Nelson Proper Crisps factory, and 35 at its Wellington factory making Mexicano corn chips.

It’s the latest blow for the Nelson-Tasman economy in what’s proving to be a tough month for the region.

On September 3 the closure of the Eves Valley sawmill was confirmed with 142 job losses.

Two days later Sealord announced it was proposing to close its Nelson fish coating factory with the loss of 79 jobs.

Nelson mayor Nick Smith said he could not remember the region experiencing as tough a four month period with the Tasman storms in June and July, followed by the sawmill and proposed Sealord closures “and now this”.

“I'm punch drunk with bad news,” he said.

He said the closures showed how difficult it was for regional manufacturers to be competitive.

“We do need to stay close to our other businesses to ensure that we are supporting them during these tough times, and whether it be in terms of costs of our rates, whether it’s our regulatory approach and also central government to ensure that we are doing everything that we can to try and support manufacturing businesses through what are very challenging times,” he said.

“We also need to be looking for new opportunities to try and substitute for these jobs.”

Smith said the entrepreneurs who founded and developed the business had done a fantastic job, “but the risk when they sell it is that the corporate takes a less parochial view of where the manufacture will occur”.

The Griffin’s Snacks spokesperson said the proposed transition would see significant investment at its Wiri site, including the creation of new roles. Its Papakura site would not be affected.

“We are committed to consulting in good faith with our people and hearing their views before any decision is made. If changes proceed, we will offer relocation and redeployment support and work closely to support our teams through any transition.”

The statement said the company’s commitment to invest in manufacturing in New Zealand remained strong “and consumers can be assured the products they know and love will continue to be made in New Zealand with locally grown potatoes and corn.”

Proper Crisps was launched in 2007 when English couple Stuart and Kathryn Franklin decided New Zealand was being short-changed in the crisp market. They set up a fledgling business in a small food factory at Upper Moutere.

The business was sold to Mina Wilke-Smith and Ned Smith in 2011 and became one of the the fastest growing snack food businesses in New Zealand, with its products in supermarkets around the country. In 2022, Proper Crisps opened a factory in Yarra, Melbourne, after its Australian sales doubled in 2021.

It was acquired by Griffin’s in 2023.

Griffin's is headquartered in Auckland and manufactures its own lines of potato chips, nachos and cheese puffs. It also owns the Eta, Huntley & Palmers and Kettle chips brands.

Griffin’s was established in Nelson in the late 1800s by John Griffin, a flour and cocoa miller, who expanded into biscuits and sweets. By 1930 it employed 170 people at its Nelson factory, according to historical website The Prow. Biscuit manufacturing was moved to Lower Hutt in 1938 with the Nelson factory continuing to make confectionery until its closure in 1988.