The Team
Making Better Happen
For consumers, brand partners and retailers.
As a team we are committed to growth; our depth and breadth of experience enables us to adapt strategy and execution to guide brand evolution appropriate for each brand that we represent.
OUR PROMISE. To represent your brand, in our market, as if it was our own.
If you have a great product for our consumers, get in touch we would love to hear from you.
Tim Oakes
Director
I benefited from good old fashioned parenting with a hard work ethic, accountability and respect for others being instilled at a young age. A favourite saying of my father was this: "If you do something just for money, that's what you will get, just money". As a result I believe in building both businesses and people and place high value on long term relationships, leading by example, helping people realise their full potential and giving back to wider family and community. I also have a strong belief in the need to promote better exercise, nutrition, balanced diets and a healthy lifestyle. These core philosophies are best captured in the quote "People often doubt what you say, but they believe what you do".
James Norris
Director
The passion of food is in my blood. From a very young age I spent hours in my granddad’s bakery, dad’s delicatessen and later mum’s cafe. Looking back that is where I developed a passion for ‘making better happen’. Today it means changing the food industry by bringing back quality ingredients and products so that Kiwis have better options in the pantry, leading to healthier lifestyles. Twelve years on Acorn Group is the vehicle to deliver this passion every day. My daily focus is on driving brands through an internal culture of performance all the while ensuring the business remains curious, honest and committed in what can be a complex industry.
Elliot Keys
General Manager
I love the hustle of FMCG - and with that dynamic environment comes a need to constantly evolve, improve, and discover. Like many people, I have great memories of family gatherings around the dinner table, the barbecue, or the picnic blanket celebrating milestones, traditions, or holidays with their favourite foods as a backdrop. So it's extra special being part of showcasing amazing food brands to Kiwis so they create amazing memories of their own. With a background in commercial finance both in the United Kingdom and Aotearoa New Zealand then nine years building and leading high-performing sales teams I have always actively sought to develop new skills and knowledge sets across my career. Today, Acorn Group is an exciting opportunity to apply everything I’ve experienced and learned.
Jane Goh
Marketing Manager
I have extensive global business exposure in FMCG and proven expertise across multiple categories, positioning me to effectively navigate and deliver impactful marketing initiatives in fast-paced, complex business environments. From amplifying brand awareness through integrated marketing leadership and tactical activation to adapting global brand strategies for local markets. I am passionate about making better happen by sparking positive change and bringing brands to life. Outside of work, I’m a food enthusiast who loves exploring new recipes at home and discovering unique culinary experiences. When I'm off the clock, you'll likely find me soaking up nature—often taking an island escape during the holidays.
Kate Feek
Brand Manager
I love the challenges and fast pace of the ever-changing and evolving FMCG industry and have worked in Brand Management within the NZ FMCG environment for over 15 years. With a passion for food combined with brands that offer ‘better for you’ options, I feel privileged to present them to New Zealand retailers so that consumers can make better health choices for themselves. Born and raised in the UK, I fell in love with New Zealand’s beautiful coasts and countryside when travelling here, and chose to relocate permanently in 2005. After playing golf and taking my dog on long walks I enjoy spending my spare time discovering new recipes and tastes.
Reagan Smith
Assistant Brand Manager
I confess to spending a lot of time in the data, I love delving into the category insights and generating the business case for brand growth stories. I have been told I am classic Gen Z because I read every back of pack, and know exactly what I am consuming in preparation for my next gym visit,
