Our Story

News

NZ$5,000 for a taste: native New Zealand coffee alternative makes its debut

An auction for the first taste of Zoffee may have become the most expensive coffee-like beverage sold in Aotearoa New Zealand, and the world.

PAEROA, NEW ZEALAND — 30 October 2026

An award-winning professor at the University of California, Davis has paid NZ$5,000 at an online auction for the first taste of Zoffee, a new coffee alternative made from native New Zealand plants.

The winning bid secured Dr Luis Peña-Lévano one full serving of the brew, but he was buying more than a beverage: he believes it could be a piece of history in a future New Zealand agribusiness success story.

Led by Paeroa founder Jack Keeys, Zoffee is made from native plants belonging to the same botanical family as coffee. Its development focuses on delivering a rich flavour and a satisfying alternative to the familiar brew, while exploring the potential of the plants’ naturally occurring bioactive compounds.

Jack first met Dr Peña-Lévano at the IFAMA World Conference in Costa Rica in 2022, where Jack raised attention captaining the New Zealand team that won the Young Professionals category of the global agribusiness case study competition.

The pair discussed Zoffee while the business was still in its early stages, and when the opportunity arose to bid in Zoffee’s “first cup” auction, he couldn’t pass up the chance to become part of the story.

“Successful entrepreneurship needs two key things — a fantastic idea and an extraordinary person to deliver it. Zoffee has both, and I’m looking forward to watching its growth,” Dr Peña-Lévano said.

He also welcomed Zoffee’s focus on positive social and environmental impact, including its commitment to dedicating at least 10% of planting at each growing site to additional biodiverse species, helping support native ecosystems.

Asked whether he would drink his prized purchase or keep it, Dr Peña-Lévano said: “Well, I was tempted to save it as a future investment, but I can’t resist trying it out! So I’ll enjoy the brew and save the packaging as memorabilia.”

Zoffee’s initial pre-sale has now sold out, with products due to be delivered across New Zealand in early November. Orders are open for the first commercial production run in 2027.

The business has received funding and support from Callaghan Innovation, the Ministry for Primary Industries, and a range of research and project partners.

Central to its development is its partnership with local iwi Ngāti Tamaterā, which became a minority shareholder in the business this year.

When asked for his reaction to the auction results and sold-out pre-sale, Jack said “It’s exciting to see the idea evolve into reality, and while this is just the beginning of our journey – it’s great to celebrate the successes along the way.”

Zoffee’s next steps, led by Jack and his co-founder Reuben Dods, include extending research trials, refining the product, expanding its growing programme and raising investment to support its development.

Grower and investor opportunities are now open. To learn more or order from the next production run, visit zoffee.co.nz.

Media contact
Jack Keeys | Founder, Zoffee
Email: jack@zoffee.co.nz
WhatsApp: +64 21 0237 1476