Otis and All Good, pioneering oat milk startups from New Zealand, have merged under a new entity, Good & Humble. The merger aims to build scale, drive innovation, support New Zealand’s oat growers, and expand into global markets, especially Southeast Asia.
Good & Humble will combine Otis’s innovation in on-farm provenance (verifying the traceability of the ingredients) and enzyme technology with All Good’s established leadership in export sales and distribution.
“We are playing against billion-dollar multinational brands […] Our NPD engine will be market-leading”
Otis co-founder Chris Wilkie shared, “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.”
Sustainability and local impact
Founded in 2018, Otis was New Zealand’s first commercial oat milk brand and established the country’s “first of its kind” plant-based milk facility in East Auckland. Meanwhile, All Good, founded 15 years ago, pioneered the Fairtrade organic banana category and entered the oat milk market with barista products in 2019.
Despite the merger, the companies will operate as separate brands and maintain their identities. However, under the ‘house of brands’ strategy, All Good will grow customer value and expand its range, while Otis will focus on oat milk innovations that champion its South Island-grown oats.
The companies emphasized that the merger was driven by a shared commitment to sustainability, local impact, and supporting people and growers. All Good General Manager Faye MacGregor comments, “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.
“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.”
