When Jan and Gerda Dissel bought Anatoki Salmon in Golden Bay five years ago, they knew little about salmon, tourism or New Zealand. But after spending the first fifty years of their life in the Netherlands, they were ready to risk it all in the pursuit of new challenges and a better lifestyle.
"We came for a visit and thought if this isn't as close to paradise we will never find it", Jan explained.
WHK did the accounts for the previous owners, so it was a natural step to continue the business relationship after the purchase. It's probably fair to say that at the time, WHK Principal, Darren Mark, knew more about Anatoki Salmon than the Dissels. The firm also helped put a business plan together for the couple to achieve residency, and later, assisted with overseas investments.
"Within WHK there is a lot of knowledge and that is one of the advantages of being with a big firm", says Jan.
Last year, Anatoki received the Nelson Tasman Chamber of Commerce Wakatu Innovation Award. Jan and Gerda credit this success to their enthusiasm for community gatherings as much as business ventures. Barely unpacked, they introduced the Anatoki Harvest Festival (held in March, yearly) and latterly, Orange Queen's Day and a midwinter community event.
"Live music, discount, party time", says Gerda, simply.
One of the biggest contributing factors to their success is the niche they have created for themselves in the marketplace.
"The farm was set up to raise the salmon to go to the wholesale market but all the salmon farms do the same and that means the price is dropping and we never can make any money from it", Jan explains. So they decided to place the emphasis on the tourism sector.
Although there are several other freshwater farms in New Zealand, the couple believe they have the only one that offers fishing for the visitor and where you only pay for what you catch. Not that the Anatoki experience starts and finishes with the rod.
"It is a combination", says Gerda. "You have the time to sit. You catch it, we clean it, we can smoke it and you can eat it in half an hour."
The Dissels do their own market research by talking to customers before they depart. Although this feedback helps them understand their visitors, they believe a smile and a pleasant chat is also an integral part of the Anatoki experience. It's a day in which they hope each visitor feels the euphoria of the catch, the satisfaction of the fresh salmon taste and the friendliness of the staff.
Says Gerda, "The smile of the customer must be bigger when they leave. That is success".
