Worthy is proud to announce the successful acquisition of two leading FMCG distribution businesses in New Zealand, Worthy Products (formerly V J Trading) and Dutch Rusk. This strategic move marks a major milestone in Worthy’s growth journey, strengthening our presence across the North and South Islands and reinforcing our commitment to the FMCG sector.

Worthy Products, originally founded in 2005 by Virendra Jani in the name of V J Trading, has earned a trusted reputation across New Zealand for excellence, integrity, and customer focus. The business has built strong relationships with supermarkets, dairies, and service stations through reliable wholesale distribution and a curated portfolio of premium chocolates, beverages, and grocery products sourced locally and internationally. Its values of quality, consistency, and care align seamlessly with Worthy’s mission to serve retailers and communities nationwide.

Dutch Rusk traces its roots to 1974, when Klaas Van de Geest and his family arrived from the Netherlands and began a small but ambitious food distribution business in Nelson. Over five decades later, Dutch Rusk has become the South Island’s leading FMCG distributor, recognised for its reliability, customer relationships, and deep market understanding. With strong partnerships across New Zealand and a heritage built on trust, Dutch Rusk continues to embody a people-first philosophy and a commitment to delivering value to every customer.

What our CEO says – Jainesh Patel

“The integration of Worthy Products and Dutch Rusk marks a defining moment for our company. This is more than an expansion; it is the uniting of legacy, capability, and vision. Together, we are building a connected ecosystem that represents quality, innovation, and purpose across New Zealand and the Pacific. Every product we distribute carries a story, and our goal is to ensure that each story reflects Worthy’s enduring values of trust and excellence.”

These acquisitions are central to Worthy’s vision of becoming a House of Brands, a trusted partner for authentic, innovative, and market-leading FMCG products. This expansion enhances our ability to support local businesses, strengthen community connections, and deliver greater value to our retail partners and customers nationwide.

As Worthy continues this exciting new chapter, our focus remains on growth, innovation, and excellence, shaping a stronger, unified presence across the FMCG landscape of New Zealand, Australia, and the Pacific Islands.