Our Story

Our story began in 1985 with a clear vision: to grow food organically in a way that honoured the land and nourished the community. At a time when organic horticulture was rare in New Zealand, we committed to sustainable practices, embracing composting, natural pest management, and regenerative soil care to cultivate an orchard that worked with nature rather than against it.

Paul and Mieke immigrated from the Netherlands to New Zealand in 1980, drawn by the dream of owning their own land. After settling first near Warkworth, and then Auckland, they worked various jobs – from farm labouring and possum hunting to greenkeeping and landscaping – before discovering a small advertisement for a 10-acre block near Cambridge. The land was covered in gorse, blackberry, and teatree scrub, but Paul and Mieke saw its potential. Weekends were spent clearing and building, while still working in Auckland during the week. By 1987, the family home was complete, and the first blueberries – alongside other crops like pipfruit, feijoas, and boysenberries – had been planted. Early on, they traded under the name Goodlife Gardens, selling diverse produce to local markets.

The deep peat soils of the Moanatuatua Plains proved ideally suited to blueberries, and over time, the focus shifted exclusively to this crop. Further land acquisitions followed: a neighbouring 10-acre block in 1989, then another in 1991, allowing steady expansion. In the 1990s, Paul and Mieke’s children – Marco, and Marije, and Lisette – joined the enterprise. Marco and his wife Kath, after returning from the UK, developed their own orchard, Monavale Estate, while Marije and her husband Richard established Irresistible Blueberries. Each block was planted with blueberries, and by 2002, the family merged their ventures into a single entity: Monavale Blueberries.

From its beginnings, the orchard was guided by a deep respect for environmental stewardship. Paul’s first-hand experience with conventional farming underscored the importance of chemical-free practices, particularly as the family lived and worked on the property. Organic growing required more labour – hand weeding, mowing, scrub cutting – as well as investments in certification (BioGro NZ) and organic fertilisers. Yet the benefits in land health, sustainability, and nutrient-rich produce were undeniable.

Today, Monavale Blueberries spans 110 acres, home to over 80,000 bushes across 30 highbush and rabbiteye varieties. The orchard employs more than 150 seasonal staff alongside 12 full-time employees, and our organic blueberries are exported globally, as well as sold across New Zealand under well-known labels including Monavale Blueberries, Pam’s Organic, Woolworths Macro, and Irresistiblue.

We have also developed a range of organic value-added products, including blueberry powder, juices, jams, salad dressings, sauces, and chutneys, available online, at farmers’ markets, and through select stockists. In 2009, we opened Café Irresistiblue – designed and built by the family – to create a place where visitors could enjoy organic, seasonal food in a peaceful country setting, overlooking the orchard and the stunning mountain vistas beyond. With its handmade tables, wrought iron fixtures, and rustic charm, the café embodies the spirit of our family business: a dedication to craftsmanship, quality, and hospitality.

Monavale Blueberries remains true to the principles that shaped its beginnings: care for the soil, commitment to sustainability, and a vision for a food system that nourishes both people and planet. We continue to grow, innovate, and welcome visitors from near and far to share in our story.

The café and orchard are situated centrally in the Waikato only 10 minutes out of Cambridge, 15 minutes from Te Awamutu and 25 minutes out of Hamilton. The cafe can cater for up to 60 guests. With high ceilings and a rustic, country feel, this cafe is a great place to visit, relax and enjoy a cup of coffee and a meal, overlooking the organic blueberry orchard. The focus of the café is of course the delicious organic blueberries and organic blueberry products, as well as other products sourced organically or locally or both, where possible. There is a fantastic all-day menu as well as a delicious cabinet and blackboard menu. The cafe has extensive views over the orchard, as well as stunning views towards Pirongia, Kakepuku and Maungatautari mountains. Huge decks and large windows give you the ability to sit and enjoy the views, whether you are inside or outside.

Back row – Paul & Mieke
Middle row – Kath, Oliver & Marco
Front row – Richard, Annelies, Bastiaan & Marije