Tiana Epati
Maiden South Pacific has invented a whole new food category – gluten-free breadfruit flour – and now it’s giving jobs to people in her native Samoa
BREADFRUIT FLOUR – it’s a thing, at least now that Maiden South Pacific has made it one. More importantly, it’s a gluten-free flour thing.
Tiana Epati is a New Zealander passionate about her Samoan roots, and part of the rationale behind founding her own company was wanting to find a product that would give her people jobs.
Starting off at Auckland markets, her breadfruit flour and raw fermented coconut oil are now bringing an island flavour to Farro Fresh, Commonsense Organics, and other stores around New Zealand.
Epati knew she was going out on a limb launching something people had never heard of – but says she felt the market was ready for it.
“Breadfruit flour is a new concept, completely new to the Pacific. We have always had the fruit but only just realised that we could make delicious, gluten-free flour out of it. Its response to baking is the closest thing to glutencontaining flour, so people are surprised at how well it works in recipes.”
In typical start-up fashion, Epati has had to be somewhat of a one-woman-wonder, handling the increasing – and unenjoyable – burden of administrative tasks.
“I’m terrible at most of those areas to be honest! Logistics, finances, admin … I don’t enjoy any of that. What I am good at is people, passion, and having the vision. If I’m inspired to talk to someone or do something, I’ll do it.”
Production happens in Samoa, where Epati has two business partners managing the relationships with the farmers. And when we say “farmers”; don’t think middle-aged men in gumboots. In Maiden South Pacific’s case, she’s talking school kids and grandmothers.
“It’s amazing – when we need more breadfruit flour we just put out a radio notice on the local station. The people go outside their houses to their breadfruit trees – nearly every family has a tree – pick the fruit, then take it to the production facility and get paid for it. It’s that simple. There are children and parents and older people all picking the breadfruit, and they’re all so grateful to get paid fairly for it.”
As for the coconut oil, Epati is taking a sustainable approach to business growth, aiming to expand slow and steady, so the coconut farms in Samoa can keep up with demand.
Epati understands the value of connections. She’s recently teamed up with the capital’s artisan darling Wellington Chocolate Factory. Sending them samples of Samoan cacao beans led to a chocolate bar collaboration – ‘The Samoa Bar’. Made with single- origin cacao beans, the product is now on the shelves all around New Zealand.
“They called me up one day and said, ‘Let’s make something happen’. And we did. Kiwi businesses are like that, they innovate and they move on things fast.”
Biggest stuff-up: Not being true to myself. For my first tasting event at Farro Fresh I thought I had to dress and act a certain way. I wore my hair down instead of up in my usual funky style. And then I felt off the whole time! It just wasn’t me. Now I’ve learned that I need to just relax and be me, and anyone I’m talking to jives with that.
Motivated by: Personal growth. I see this business journey as a way to challenge and grow myself.
It’s amazing – when we need more breadfruit flour we just put out a radio notice on the local station. The people go outside their houses to their breadfruit trees – nearly every family has a tree – pick the fruit, then take it to the production facility and get paid for it. It’s simple.” that simple.