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‘You’re always generating leads, but you have to be careful that you’re not generating 12, when you can only do two,’ owner Marcus Moore says.

New Zealanders eat more ice cream per capita than any other country.

It’s an industry worth about $500 million a year and, for the past 30 years, Auckland-based, family-owned Much Moore has steadily grown to account for more than 15% of that.

At last month’s annual NZ Ice Cream & Gelato Awards, Much Moore’s Wonders Strawberry Low Fat Yoghurt Ice Cream was crowned Supreme Champion at the 2025 NZ Ice Cream & Gelato Awards.

The “slow and steady” approach describes their sustained, consistent growth and dedication to quality over three decades, which has led to success in both domestic and international markets through innovation and a focus on award-winning products.

Family-owned and operated: The company was founded by Marcus Moore 30 years ago, and he continues to be the head ice cream maker.

Focus on quality: The “slow and steady” approach is tied to the company’s commitment to producing high-quality, award-winning ice cream and frozen treats for over three decades.

Market growth: After 30 years, the company has become one of New Zealand’s prominent ice cream makers, with both domestic and export success, including a significant presence in Australian supermarkets.

Innovation: Competition in the New Zealand market has driven Much Moore to innovate, which has, in turn, created new opportunities for overseas expansion.

Owner’s philosophy: Marcus Moore emphasises the importance of careful growth, stating that while it’s good to generate leads, a business must be careful not to generate more than it can handle, reflecting the “slow and steady” principle.