Creative Talk with Rachael Royce, Founder of Raptor Rubs

Rachael, we would love to hear your backstory – where did you start your career?

My first high school job was at a print company, where I learned the intricate, pre-digital process of making print plates. It was my first real taste of working in a creative field, but my passion for design and entrepreneurship began much earlier. Even as a child, I was always creating—handcrafting items to sell to schoolmates or picking flowers from the garden to sell to my brother for his girlfriend, now wife, on Valentine’s Day. (I’d like to think I helped seal that deal!)

I went on to earn a Bachelor of Design from Victoria University, which let me explore my creative side even further. After moving to Auckland, I worked for a boutique company designing and selling bespoke rugs. This role combined my artistic skills with a hands-on business approach, but pretty soon, my entrepreneurial drive pushed me to start my own business from home - long before WFH became a trend.

I began gaining graphic design clients through word of mouth, allowing flexibility around raising my daughter. I loved helping clients develop new products and seeing their sales double after implementing fresh branding. Here I developed a taste for FMCG and spotted a market gap when I pioneered the niche spice rub category with Raptor Rubs nearly 20 years ago, way before Kiwis knew what spice rubs were. Breaking into stores was tough, especially when buyers and consumers weren’t familiar with the product category. I quickly learned that staying on the shelves was another challenge without a dedicated sales team. But through perseverance and pivoting into different sales channels, like online sales and demonstrations at shows and markets, I built a business that blended my love for creativity and my passion for great-tasting food.

How and why did you create Raptor Naturals Rubs – what was the inspiration behind this?

The idea for Raptor Rubs came when a friend from California brought over some spice rubs from the States. I was blown away by how these tasty blends could transform boring, everyday meals. In the early 2000s, there were no flavourful, all-natural seasoning options in NZ, and I knew from my travels and love of food that Kiwis would embrace more exciting spices. I just had to get them to market and show everyone how to use them.

Around the same time, my mum was diagnosed with ovarian cancer, and I became a mum myself. This inspired me to focus on healthier, cleaner eating with no added preservatives or MSG. While juggling motherhood and my 9-to-5 graphic design work, Raptor Rubs became my 5-to-9. Late nights were spent working on my business plan, sourcing suppliers, and developing recipes. My goal has always been to use only the best quality, all-natural ingredients, even if they cost a bit more. We grind whole spices fresh for every batch to ensure maximum flavour and health benefits, and we never cut corners by using cheap fillers or artificial flavours.

The name Raptor Rubs came from my childhood memories of birds of prey (Raptors) soaring over our family farm. The friend from the US suggested the alliterative name, and it stuck!

Do you create the concepts and do the design for your products?

Yes, I handle everything—from product concepts to packaging design. My background in graphic design is a huge asset here. As a one-woman band, it’s not always easy, but it’s incredibly rewarding to create something from nothing and hear from customers who love both the look and taste of my products.

My gift packaging is often inspired by the beauty of Aotearoa, like the Central Otago landscape featured on my Legend Rub gift box. Bringing a touch of New Zealand’s natural beauty into my designs helps me celebrate my roots and connect with customers. My customer base is broad, from young couples learning to cook, to busy families, and blokes who BBQ, so I aim to appeal to a wide range of ages and tastes.

You are integrating AI into your design and creative process – how are you finding it?

AI, particularly tools like ChatGPT, has been a huge help. It streamlines time-consuming tasks like copywriting for social media, creating product descriptions, and even helping with elements of my gift box design. While AI boosts productivity, I always ensure the content still feels personal and true to my brand by reviewing and fine-tuning everything.

Your product ingredients are all NZ sourced – is this the same for your packaging/materials?

Yes, I’m committed to sourcing all ingredients from top-quality New Zealand suppliers and working with fantastic local label and packaging companies. We’ve transitioned from plastic to glass jars and prioritize sustainable practices. I’ve created a closed-loop system by reusing supplier packaging materials for shipping customer orders to minimize waste.

Is Raptor Rubs affiliated with other products – do you do collaborations?

Absolutely! I’ve collaborated with meal-kit delivery services, foodies, BBQ and wine companies, and even partnered with The Hits for charity campaigns. Collaborations are a great way to reach new audiences and keep things fresh, especially when the solo aspects of my business feel challenging.

As an introvert, being the face of my brand doesn’t come naturally, but I realize how important it is to personally connect with customers. These collaborations help lighten the load and bring fresh energy and ideas into my work.

Describe your average day – how do you juggle the rubbing, design, and sales and marketing?

Most days are pretty hectic. I wear many hats—whether it’s brainstorming new product development, designing packaging, managing orders, handling digital marketing, attending food shows, maintaining the website, accounts and everything in between! I’ve learned to prioritise tasks based on what’s most pressing and I’m getting much better at delegating tasks when I’m overwhelmed.

Thankfully, my amazing mum often ventures from the farm to the big city to help with packing gift boxes, labeling, stocktaking—whatever I need. I’m also blessed to have great friends who help me at shows and in the warehouse, (shout out to my friend Ginnaya at The Creative Store, who keeps me on track when my motivation wanes!)

And then there's Siri—she’s always got my back. You’ll catch me talking to her all the time, reminding me of my endless lists and keeping me organised in the chaos.

What would be your top-selling favourite in the Kiwi market?

My Cowboy Steak Rub is a top seller, and it’s easy to see why - Kiwis love their meat, and as someone from a farming family, supporting local farmers is important to me. This smoky, robust rub is perfect for everyday meals or BBQs and is always a huge hit at markets and shows.

While I love a good steak, I’ve also embraced the rise of plant-based diets, gluten-free, and dairy-free options. All my spices are vegan, GF/DF, so they cater to a wide range of dietary preferences. Being nimble and versatile helps me stay ahead of trends while staying true to my brand’s values.

Where to from here?

It’s been a long and challenging journey, but I’m excited about the future. Being core-ranged at Mitre 10 for the past five years has been a game-changer, and I’m always working on refreshed packaging designs and new product development to keep their shelves fresh and vibrant.

Many years of shows (150+) have been an exhausting but amazing marketing tool, getting tasting samples straight into people's mouths and having them walk away with product in their hands. Unfortunately, the show buzz never really recovered since the COVID lockdowns and fewer people are attending. I’m now going to give my body a bit of a rest and redirect that marketing effort to re-engaging with my digital and social accounts and finally delegate these tasks to someone much better at it than myself.

I hope to keep inspiring future generations to embrace cooking from scratch with bold, natural flavours rather than relying on takeaways. I’m happy knowing my products are now a staple in thousands of Kiwi kitchens while being a strong role model as a mum and woman in business.

Visit Raptor Rubs online - https://raptorrubs.co.nz/