Introduction
Fush does more than serve fish and chips. Passionate about community and normalising te reo Māori, the family-owned business has become a local obsession. But it didn’t happen overnight, Anton Matthews tells CT.
A Leap of Faith
Jess and Anton first met while working in hospitality; both were training to become teachers. In time, they found themselves at a crossroads—teaching and hospitality weren’t entirely fulfilling their dreams, and with a baby on the way, it was time to take a leap of faith.
The Entrepreneurial Journey Begins
Anton’s whānau purchased Joe’s Garage Sumner in 2012, marking the start of their entrepreneurial journey. By 2015, they expanded their presence with Joe’s Garage Wigram, but they still felt something was missing. Franchising taught them invaluable lessons: improvisation, how to actually pay attention to guests and their needs, and how to provide great service, to name a few.
The Birth of Fush
But the ideas they wanted to bring to life extended beyond the boundaries of a franchise. And so, in 2016, Jess, Anton, and his sister Māia launched Fush. At the heart of their business is a simple but powerful philosophy: people first.
A Business with Heart
“We’re better together,” Anton says. The goal is to create “safe spaces to share stories” and “businesses that exist within communities and deliver more value than a simple transaction.
“What makes New Zealand a special place is indigeneity. We’re more alike than different. I see business as a vessel for sharing culture and minimising division.”
Core Values of Fush
Fush does just that. Their business is built and operated on a kaupapa where values such as aroha, manaakitanga, kaitiakitanga, and whakawhanaungatanga are central. “Core to what we do is centring others in our choices,” Anton says.
“We earn mana by consistently putting other people first. Earning mana starts with great manaakitanga.” By building their business on a platform of thoughtful, people-centred choices, Fush has thrived.
Overcoming Challenges
Their approach has paid off, but it hasn’t come without challenges. Like most of the industry, they’ve had to navigate tightening margins and increasing costs, making it harder to price their offerings accordingly.
Focus on Onboarding and Growth
In the last 18 months, onboarding carefully has also become a focus. Their kaimahi is everything. “Past staffing issues showed how important it is to have the right seats on the bus. Everyone in any business should truly live and breathe its kaupapa.”
Business growth has opened space to focus more on onboarding, but also on the bigger picture. The Hustle Group has since expanded to launch Tatou Tatou, a B2B corporate catering service, and recently opened a café and Fush bar at Christchurch Airport.
Leading by Example
As a father, husband, and community leader, Anton wants to inspire future generations to embrace their Maoritanga. “Life’s about taking chances. I want to lead by example for my tamariki.” The goal for 2025 is ambitious: $10 million in top-line revenue. But success for them goes beyond the numbers—it’s about the impact they can have on industry, on community, on people.
SPONSORED
