Behind the Counter — Angela Redfern, owner of Ripe Deli
With four locations in Auckland, Ripe Deli is a bustling neighbourhood deli that consistently serves delicious fresh food 7 days a week. A good neighbour, Ripe has for 25 years championed sourcing from sustainable and local vendors, offering inclusive menus and meals that offer something for everyone. In this conversation, owner Angela Redfern reflects on building a business that has become embedded in people's daily lives and why maintaining high standards for ingredients and sourcing despite challenging economics has made Ripe an enduring brand.
Ripe was founded in 2001, long before healthy takeaway food became as mainstream as it is today. What gap did you see in the market at the time?
When we started Ripe, there weren’t many places where you could buy food that felt genuinely homemade but was also convenient. People were busy, but they still wanted food that was fresh, nourishing and made with quality ingredients. At the time, I was working at the wonderful deli Zarbo in Newmarket and absolutely loved that style of cooking and food. It inspired me to create something of my own. I also grew up with my mother running her own deli, so opening Ripe felt like a natural next step. I’d always wanted to create a place where people could enjoy beautiful, honest food, whether they were dining in or taking it home.
The philosophy behind Ripe has always centred on fresh food, community and looking after people. Why have those values remained important as the business has grown?
Those values have never been trends for us—they’ve always been our foundation. Looking after people starts with our team, flows through to our suppliers and extends to our customers. When people feel genuinely cared for, they come back. Food has an incredible way of bringing people together, and we’ve always wanted Ripe to feel like a place where everyone feels welcome. Creating that sense of community has always been just as important as the food itself.
From the deli through to catering, cookbooks and take-home meals, food takes many forms at Ripe. How do these different parts of the business influence one another?
Everything comes back to the same kitchen and the same philosophy. Whether we’re creating a family meal, catering a wedding or developing a cookbook recipe, we’re always asking the same questions: Is it delicious? Is it made with great ingredients? Will people want to make it part of their lives? Each part of the business inspires the others and allows us to keep evolving while staying true to who we are. We’ve also had fun trying new things over the years. Some have worked, some haven’t—but that’s part of growing a business. I love having ideas and bringing them to life.
Take-home meals have been part of the Ripe offering for many years and continue to be popular today. What do you think people are looking for from food and hospitality today?
People are time-poor, but they haven’t lowered their expectations. They want food that’s healthy, comforting and beautifully made, without having to cook from scratch every night. More than ever, people are looking for convenience without compromising on quality. Hospitality today is about making people’s lives easier while still creating moments of enjoyment around the table. They want honest, homemade food, and they can taste when it’s been made in small batches with care.
Ingredient quality and sourcing have always been central to the Ripe philosophy. What role do local and seasonal ingredients play in shaping your menu?
Seasonality naturally guides what we cook. When ingredients are in season, they simply taste better, require less intervention and are often more affordable. We work closely with our suppliers because we genuinely value those relationships. It allows us to showcase the very best produce available while supporting local growers and keeping our menu fresh, exciting and constantly evolving.
From local sourcing through to organics collection, sustainability is embedded into the way Ripe operates. How do you think about sustainability within the business today?
For us, sustainability isn’t one initiative—it’s a series of everyday decisions. It’s reducing waste, composting food scraps, sourcing responsibly, using seasonal ingredients and making thoughtful purchasing decisions. There’s always more we can do, but we believe small, consistent actions make a meaningful difference over time.
You’ve been feeding the same neighbourhood for 25 years. What do you think has kept people coming back?
Trust. People know what to expect when they come to Ripe. They know the food will be fresh, generous and made with care. We’ve also been incredibly fortunate to build genuine relationships with our customers over the years. We’ve watched families grow up, catered life’s celebrations and become part of people’s everyday routines. We never take that for granted. Our team has been a huge part of that too. Many have been with Ripe for years and know our customers by name. Seeing those relationships continue to grow is incredibly special.
What are you focusing on this year?
This year is about continuing to improve what we do every day. We’re investing in our people, refining our menus, strengthening relationships with local suppliers and making sure the customer experience continues to evolve. Like many businesses, we’ve felt the pressure of rising costs, so our focus is on navigating those challenges without ever compromising on the quality we’re known for.
At the same time, we’re always looking for thoughtful ways to innovate while staying true to the values that have defined Ripe from the beginning. I have also been very focused on establishing our new project Gather Eatery at Smales Farm. Gather is “dine in” eatery, a total different experience and business model to Ripe and is something we are all very proud off. A whole new learning experience to say the least.
What advice would you give someone wanting to start something of their own?
Start with something you genuinely care about, because building a business is a long-term commitment. Don’t chase trends—focus on creating something with real value that people will keep coming back for. Be prepared to work hard, stay curious, listen to your customers and surround yourself with great people. Success rarely happens overnight, but consistency, resilience and looking after people will take you a long way. Most importantly, make time to work on yourself. Reflect on your own behaviours, keep learning and don’t be afraid to let go. As your business grows, so should you.
Where you will find Ripe Deli
📍The Mothership - 172-174 Richmond Road, Grey Lynn, Auckland
📍Smales Farm - 72 Taharoto Road, Takapuna, Auckland
📍Giltrap Prestige HQ - 119 Great North Road, Grey Lynn, Auckland
📍The Heart Foundation - 9 Kalmia Street, Ellerslie, Auckland
