How Circana Helped will&able Expand into the Grocery Market and Achieve Success

In 2020, at the height of the pandemic, will&able, an eco-friendly cleaning product brand, was born out of necessity. The New Zealand-based company’s mission was not just to create environmentally sustainable products but to provide meaningful employment for over 100 people with physical and intellectual disabilities. Fast forward to 2024, and will&able has transformed into a million-dollar business—a remarkable achievement for a small company operating in a competitive market.

The Journey of Overcoming Adversity

At the beginning of the pandemic, Altus Enterprises, the parent company of will&able, faced a significant setback. Altus had been employing people with intellectual disabilities for over 60 years, and one of its major contracts involved cleaning and refurbishing thousands of headsets daily for an airline. When the pandemic grounded New Zealand’s airlines and closed borders, the contract was lost, leaving many employees without work. Knowing how vital these jobs were to the social and emotional well-being of their employees, Altus needed to act quickly.

The solution? Pivoting to will&able, an already-existing online eco-friendly cleaning product business that was experiencing a surge in demand. This move required rapidly scaling up manufacturing, developing a robust marketing plan, and training staff to meet the challenges of competing with multinational brands in New Zealand’s retail market.

“Do a Job, Create a Job”: The Will&able Mission

At the heart of will&able’s success is its unwavering commitment to creating jobs for people with disabilities. The company’s rebranding to will&able was a nod to its core mission: to show that its workforce is not only willing but also able to contribute meaningfully to society. One of the company’s bold goals was to create 100 jobs for people with disabilities—an ambitious target in an already competitive industry.

While potential retail partners were receptive to will&able’s mission, the company knew that to stand out in the market, it had to prove its worth. This is where Circana came in.

Circana’s Role in Will&able’s Growth

In November 2022, Circana, a company that offers insights and data analytics to businesses, began working with will&able on a pro bono basis. Under the leadership of Beverley Claesson, Circana’s initiative aimed at supporting diversity, equity, and inclusion, provided valuable insights and expertise to help will&able perform better in the grocery market.

Initially, Circana offered one piece of insights work to help will&able improve its grocery market performance. However, the partnership quickly evolved into a continuous collaboration, with Circana providing ongoing insights, data, and strategic advice. Retailers Woolworths New Zealand and Foodstuffs also played a key role by offering will&able access to their data for free, further bolstering the company’s market efforts.

With Circana’s help, will&able was able to analyze crucial data, refine its pricing strategy, select the right product range, and develop a better packaging and eco-products strategy. This guidance helped reduce operational costs, making the company more competitive in a crowded market.

From Strength to Strength: Doubling Sales and Expanding Opportunities

Thanks to the collaboration with Circana, will&able experienced significant growth. Between November 2022 and April 2024, the company’s sales doubled, growing from $557,000 to a million-dollar business. This growth is not only a financial success but also an affirmation of will&able’s impact on its employees, who rely on the company for meaningful work.

Circana’s Kate Gooch, New Zealand CPG Director, emphasized how rewarding it was to support a business that’s making such a difference for people with disabilities. “It’s a true win-win,” she said, highlighting how Circana’s expertise was helping a business that aligns with their values of diversity and inclusion.

Looking to the Future: More Growth and Opportunities

As will&able continues to grow, the company is exploring new opportunities to expand into private brands and even cleaning services, which would open up more job opportunities for its employees. Grant Hartley, will&able’s business manager, believes that growth is essential for any business: “If you’re not growing, you’re at risk for declining.” For will&able, growth means not just financial success but also more jobs and dignity for people with disabilities.

The company’s continued success has had a profound impact on its unique workforce. Hartley described it as an eye-opening experience to see how work provides a sense of dignity and belonging to employees. “They enjoy coming to work. When they’re here, they’re amongst their friends and their peers. This is their family.”