Inside the fifth-generation family behind Holly Bacon –and the nostalgic innovation bringing “liquid bacon” back to New Zealand kitchens
Step inside Holly Bacon in Hawke’s Bay and you’ll find more than just the smell of perfectly cured meat drifting through the air. You’ll find history – layered, lived-in, and still very much alive.
On the wall hangs a photograph of the four generations who came before Ellie Vogtherr-Pulford. It’s not just décor – it’s a daily reminder.
“I am hugely proud to walk through the doors every day,” says Ellie. “Waking up in the morning, I know I have a meaningful legacy to continue.”
Founded in 1914, Holly Bacon has remained in the Vogtherr family for over a century. Today, it’s run by Ellie alongside her mother and sister – three women continuing a tradition built on craftsmanship, community, and consistency.
And if you ask Ellie, it’s the people as much as the product that define the business.
“We love seeing our regular customers every week. Many families have been shopping with us for generations – they remember my grandfather, even my great-grandfather, serving them.”
Smoke, Stories and Childhood Memories
For Ellie, the business isn’t something she stepped into – it’s something she grew up inside.
Her earliest memories are vivid and sensory.
“I always remember the smokehouse,” she laughs. “A very large, dark, smoky room at the back of the factory. Mum would ask me to take the rubbish out and I’d have to walk past it – I was terrified.”
And then there were the long days – especially at Christmas.
“I remember my mum being so tired and not understanding why. Now I work here… I understand.”
Those early glimpses into the rhythm of the business – its intensity, its pride, its physicality – would quietly shape the way she sees it today.
Holding the Line on Tradition
In a world increasingly driven by speed and convenience, Holly Bacon has taken a different path: slower, more deliberate, and unapologetically traditional.
“We continue to provide top-quality New Zealand meat using traditional curing methods,” Ellie explains. “That hasn’t changed.”
What has changed is the scale. From a local butcher shop, Holly Bacon now supplies supermarkets, cafés and restaurants across the country – and even runs its own café, serving bacon butties, sausage rolls and coffee made onsite.
Still, the core philosophy remains.
“Bacon that’s cured slowly has less moisture. You’re getting what you pay for – not meat pumped full of water. And when you cook it, you actually get crispy bacon.”
It’s a simple idea, but one that speaks to a deeper commitment: doing things properly, even when it would be easier not to.
Looking Back to Move Forward
Ellie often talks about “looking back” as a way of moving forward – but this isn’t about nostalgia for nostalgia’s sake.
It’s about knowing what works.
“Looking back means holding onto the traditions that have defined Holly Bacon for over 100 years – proper curing, real flavour, and customer service,” she says. “Moving forward is about delivering those principles in ways that suit how people cook today.”
Enter: Holly Gold.
The Rise of ‘Liquid Bacon’
Born from a simple, familiar habit – saving bacon fat after a weekend breakfast – Holly Gold is Holly Bacon’s newest creation, and perhaps its most unexpected.
“After cooking Saturday breakfast, we’d often save the fat to use later,” Ellie says. “I thought – why isn’t this something people can just buy?”
What followed was the creation of what Holly Bacon calls New Zealand’s first “liquid bacon” – a smoky, savoury cooking fat made from cured, smoked, and rendered pork fat.
“I couldn’t believe there was nothing like it,” she says. “Duck fat and beef tallow were having a moment – but no bacon fat. It just made sense.”
The result is something both old and entirely new: a product grounded in tradition, but refined for modern kitchens.
“It’s a natural cooking fat with a high smoke point,” Ellie explains. “But what makes it different is the depth of flavour – the salty, smoky element.”
A Return to Real Food
There’s something quietly powerful about the resurgence of traditional fats in cooking – and Ellie believes it reflects a broader shift.
“People are becoming more aware of what’s in their food,” she says. “Using natural fats is easy – there are no extra ingredients. And it tastes great.”
For those unfamiliar, the experience is simple but transformative.
“It’s very versatile. It adds flavour to everything. Using fats somehow enhances the whole cooking experience.”
Her personal favourite?
“Drizzled over scrambled eggs,” she says without hesitation. “Or crispy roast potatoes.”
It’s the kind of ingredient that doesn’t demand attention – but once you try it, it’s hard to go back.
Quality You Can Taste
At the heart of Holly Bacon is an unwavering commitment to quality – something Ellie believes you can taste immediately.
“We’re a small, family-owned business. We have control over every step of the process,” she says. “Most things are done by hand.”
It’s this level of care, refined over generations, that sets Holly Bacon apart.
“We won’t be rushed or mass produce. The time we take – that’s what makes the difference.”
Family, First and Always
Running a family business isn’t without its challenges – but for Ellie, the rewards far outweigh them.
“We’re extremely grateful to see each other every day,” she says. “Our kids come to work with us in the morning. They have breakfast together before heading off to school.”
It’s a full-circle moment – one that echoes the same family rhythms that built the business in the first place.
Each member brings something different:
her mother’s decades of experience,
her sister’s chef-trained creativity,
her father’s behind-the-scenes support,
and Ellie’s own passion for connection and storytelling.
“I love talking to people and promoting what we do,” she says. “We really believe in our product – we want it to be a household name.”
What Comes Next
After more than 100 years, Holly Bacon isn’t slowing down – it’s expanding.
“There’s so much untapped potential,” Ellie says. “As soon as people taste our products, they love them.”
New ideas are already in motion, including Holly Gold Bacon Crumb – a crispy topping designed to elevate everything from salads to mac and cheese.
But the long-term vision is simple.
“We’d love for more of New Zealand to try what we do,” she says. “And, we would love to bring the sixth generation through to carry on the traditions.”
A Name Worth Standing Behind
For Ellie, putting the family name on every product is both a responsibility and a privilege.
“We are 100% proud of our product, our legacy, and our business,” she says. “We’re honouring our ancestors by continuing to provide quality products made with love.”
And perhaps that’s the real story here – not just bacon, or even “liquid bacon,” but something deeper.
A reminder that sometimes, the most forward-thinking thing you can do…
is trust what’s already been proven – over generations.
Holly Gold is available to purchase online, with delivery across New Zealand (non-rural). Wholesale orders are available via Upstock.
Follow along on Facebook | Instagram – @hollybaconhb
