Pioneering New Zealand oat milk start-ups Otis and All Good have merged to form a new plant based business dedicated to championing locally grown oat milk and expanding sustainable beverage options globally.
While Otis and All Good will continue to operate as separate brands, they have united under the Good & Humble umbrella to build scale, drive innovation, and support New Zealand’s oat growers in unprecedented ways.
The merger leverages the complementary strengths of both businesses, combining Otis’s innovation in on-farm provenance and enzyme technology with All Good’s established excellence in export sales and distribution. Good & Humble is set to elevate New Zealand’s oat milk market with plans to expand distribution and develop more export opportunities, particularly in the thirsty Southeast Asian markets.
All Good General Manager Faye MacGregor said the merger is a strategic milestone that reflects both brands’ deeper and shared commitment to people, the growers, and the planet.
“By uniting our brands, we’re building a stronger foundation to deliver on these promises, advancing our shared mission of sustainability and local impact. This union strengthens our ability to deliver on those promises.”
Otis co-founder Chris Wilkie adds, “This merger is about combining strengths to achieve true scale, not only for our businesses but also for our growers and customers. As we come together under Good & Humble, we create a future where our shared values and capabilities work together, enabling us to set a new benchmark in oat milk quality, sustainability, and innovation and export that to the world.”
Both Otis and All Good have made significant strides in the plant-based market. Otis was the country’s first commercial oat milk brand. Founded in Dunedin in 2018, Otis recently partnered with Free Flow Manufacturing to establish the country’s first state-of-the-art plant-based milk facility in Glen Innes. Since the facility’s opening, it has become a production hub for All Good’s plant milks, strengthening its local roots and commitment to New Zealand oat farmers.
Since pioneering the Fairtrade organic banana category in New Zealand 15 years ago, All Good has continued to listen to what matters most to its consumers, underpinned by premium taste and ethical business practices. In 2019, the brand expanded into barista quality oat milk, responding to the growing shift towards plant-based sustainable food choices. This addition reinforced All Good’s commitment to taste, quality and acting locally.
As Good & Humble, the two brands will maintain their unique identities, ensuring that consumers continue to enjoy the distinct flavour profiles and brand values of each. With a ‘house of brands’ strategy, All Good is set to grow customer value and develop a broader range of plant-based products. Otis’ premium offering will focus on oat milk innovations that champion the provenance of its South Island-grown oats.
Wilkie says, “As one entity, our teams will benefit from shared experiences, deepened knowledge, and more diverse skills. We are playing against billion-dollar multinational brands; uniting with All Good means we can play smarter and harder. Our NPD engine will be market-leading.
“We are very excited to grow Good & Humble for many years to come and see what plant-powered adventures we can have along the way.”
