Fix & Fogg

Fix & Fogg is a peanut butter brand founded in Wellington, New Zealand, by husband-and-wife team Roman and Andrea Jewell. The business emerged from Roman Jewell’s effort to develop practical skills outside the highly specialised legal profession. After meeting while studying for master’s degrees in law in 2006, the couple pursued a range of interests, including beekeeping and pottery. Peanut butter became the project that developed into a commercial food business. The first Fix & Fogg peanut butter was sold at a Wellington farmers’ market in August 2013, before the company was formally commercialised in 2014. The name combines the surnames of Detective Fix and Phileas Fogg, characters associated with Jules Verne’s novel Around the World in Eighty Days. From its New Zealand base, the brand developed a reputation for distinctive flavoured peanut butters rather than treating peanut butter solely as a commodity pantry staple. Its Smoke and Fire flavour was a finalist in the 2015 New Zealand Food Awards, giving the young company early recognition in the domestic food sector. Fix & Fogg subsequently pursued international distribution. The brand began selling through Amazon in early 2018 and expanded its United States presence through Whole Foods Market in 2021. To support North American operations, it opened a factory in Texas in 2020. These steps made the business more than a local Wellington producer, while retaining its New Zealand origin as part of its identity. The available reference material does not identify a parent company, public listing, corporate owner, or financial results. The company has also used collaborations and unusual applications to build visibility around the brand. In 2019 it worked with New Zealand craft brewery Behemoth on The Fix, a chocolate-peanut-butter-flavoured imperial stout. In 2018, Fix & Fogg donated 96 kilograms of peanut butter to Predator Free New Zealand after pest trappers reported that unwanted animals appeared especially attracted to the product’s smell; subsequent reports also described trappers using the peanut butter as bait. The connection between the brand and its Wellington origins was further represented by a pigeon sculpture installed at Aro Park in 2022, part of a series of sculptures associated with local businesses. In 2024, Fix & Fogg peanut butter was sent to the International Space Station after an astronaut requested the product. The company reportedly worked with NASA for approximately six to seven months to develop a pouch suitable for spaceflight. The shipment was described as the first time a New Zealand food company had sent its food into space. This episode extended the brand’s story from local farmers’ markets and supermarket shelves to an internationally distinctive food milestone. The reference material establishes Fix & Fogg as an active New Zealand peanut butter manufacturer with trans-Pacific operations, but does not provide a complete current product catalogue, executive roster, ownership structure, or standalone financial disclosure.

Fix & Fogg was created by Roman and Andrea Jewell in Wellington, New Zealand. The couple met in 2006 while pursuing master’s degrees in law. In 2013, Roman Jewell began looking for activities that would make him more broadly skilled beyond the specialised focus associated with legal practice. Experiments including beekeeping and pottery eventually led him to making peanut butter with Andrea. The first product reached customers at a Wellington farmers’ market in August 2013. The venture was then commercialised as Fix & Fogg in 2014. Its name refers to Detective Fix and Phileas Fogg, figures linked to Jules Verne’s Around the World in Eighty Days. The brand’s early development centred on peanut butter as a flavour-led food product, with Smoke and Fire receiving finalist recognition at the 2015 New Zealand Food Awards. The company later moved beyond its initial local-market base. In early 2018 it started selling through Amazon. That same year, Fix & Fogg donated 96 kilograms of peanut butter to Predator Free New Zealand after pest-control workers reported that pests were strongly attracted to the product. This created an unusual secondary association between the brand and conservation-related pest trapping. In 2019, Fix & Fogg collaborated with craft brewery Behemoth on The Fix, a chocolate-peanut-butter-flavoured imperial stout. International expansion became more substantial with the opening of a Texas factory in 2020 and distribution through Whole Foods Market in the United States in 2021. The available material does not specify the facility’s production capacity, ownership arrangements, or the full range of markets served. Fix & Fogg has continued to appear in Wellington’s local cultural landscape. A pigeon sculpture depicting the bird with its head in a peanut butter jar was installed at Aro Park in 2022 as part of a series dedicated to local businesses. In 2024, the brand worked with NASA for approximately six to seven months to produce a space-suitable pouch after an astronaut requested Fix & Fogg peanut butter for the International Space Station. The shipment was described as the first food sent into space by a New Zealand food company. Reports in 2025 also documented trappers at Hastings Golf Club using the product as bait with reported success. No major legal, regulatory, ownership, or financial controversy is identified in the supplied references.

• 2024

  Peanut butter reaches the International Space Station

  [1]Fix & Foggen.wikipedia.org

  Fix & Fogg developed space-suitable packaging in collaboration with NASA and sent peanut butter to the International Space Station.

• 2022

  Aro Park pigeon sculpture installed

  [1]Fix & Foggen.wikipedia.org

  A sculpture featuring a pigeon with its head in a peanut butter jar was installed at Wellington’s Aro Park.

• 2021

  United States Whole Foods distribution

  [1]Fix & Foggen.wikipedia.org

  Fix & Fogg products became available through Whole Foods Market in the United States.

• 2020

  Texas factory opens

  [1]Fix & Foggen.wikipedia.org

  The company opened a factory in Texas as part of its United States expansion.

• 2019

  The Fix collaboration with Behemoth

  [1]Fix & Foggen.wikipedia.org

  Fix & Fogg and Behemoth created a chocolate-peanut-butter-flavoured imperial stout called The Fix.

• 2018

  Amazon sales begin

  [1]Fix & Foggen.wikipedia.org

  Fix & Fogg began selling through Amazon and donated peanut butter for Predator Free New Zealand pest-control work.

• 2015

  Smoke and Fire becomes a New Zealand Food Awards finalist

  [1]Fix & Foggen.wikipedia.org

  The Smoke and Fire flavour was selected as a finalist but did not win the award.

• 2014

  Fix & Fogg commercialised

  [1]Fix & Foggen.wikipedia.org

  The peanut butter project became the Fix & Fogg business.

• 2013

  First peanut butter sold at a Wellington farmers’ market

  [1]Fix & Foggen.wikipedia.org

  The couple sold the first Fix & Fogg peanut butter at a Wellington farmers’ market in August.

• 2006

  Founders meet while studying law

  [1]Fix & Foggen.wikipedia.org

  Roman and Andrea Jewell met while undertaking master’s studies in law.

A New Zealand-origin peanut butter brand positioned around distinctive flavours, an entrepreneurial Wellington identity, and unconventional brand collaborations and uses.

• Spreads · 2013

  Peanut butter

  Fix & Fogg’s core product category is peanut butter. The brand began with a product sold at a Wellington farmers’ market and built its identity around flavoured and differentiated peanut butter offerings. The supplied references do not provide a complete ingredient list, pack-size catalogue, or current range.

• Flavoured peanut butter

  Smoke and Fire

  Smoke and Fire is a Fix & Fogg peanut butter flavour recognised as a finalist in the 2015 New Zealand Food Awards. The available material identifies the flavour and its award recognition but does not document its complete recipe or current retail availability.

• Collaboration beverage · 2019

  The Fix

  The Fix was a chocolate-peanut-butter-flavoured imperial stout created in 2019 through a collaboration between Fix & Fogg and New Zealand craft brewery Behemoth. It was a limited collaborative product rather than the brand’s core peanut butter line.

• 2024International Space Station peanut butter project

  New Zealand · United States · International

  After an astronaut requested Fix & Fogg peanut butter, the company worked with NASA for approximately six to seven months to create a pouch suitable for spaceflight.

  Outcome. The product was sent to the International Space Station and was described as the first food from a New Zealand food company to reach the station.

  Source
• 2018Predator Free New Zealand peanut butter donation

  New Zealand

  Fix & Fogg donated 96 kilograms of peanut butter to Predator Free New Zealand after trappers reported that pests were particularly attracted to the brand’s smell. The donation connected the product with conservation and pest-control activity.

  Outcome. The product was used as bait in pest-control traps, and later reports continued to associate Fix & Fogg peanut butter with successful trapping.

  Source

• 2024

  Develop space-suitable peanut butter packagingOther

  Background

  An astronaut requested Fix & Fogg peanut butter for the International Space Station.

  Action taken

  Fix & Fogg collaborated with NASA for approximately six to seven months to develop a pouch suitable for spaceflight.

  Aftermath

  The peanut butter was sent to the International Space Station and became associated with a claimed first for a New Zealand food company.

  Source

• 2020

  Open a Texas manufacturing facilityStrategy

  Background

  Fix & Fogg was expanding beyond its New Zealand base and developing a United States business.

  Action taken

  The company opened a factory in Texas.

  Aftermath

  The facility supported the brand’s subsequent United States retail expansion, including Whole Foods Market distribution in 2021.

  Source

1. 1Fix & Foggen.wikipedia.org