The Naked Possum has been crowned this year’s champion in the 2026 New World Emerge competition.

Following a live pitch finale at Foodstuffs’ Landing Drive headquarters in Auckland, The Naked Possum’s pet treat product was said to have stood out as the winner because it brings together a “powerful consumer proposition with a distinctly New Zealand solution”.

By transforming wild possum, one of the country’s “most damaging” invasive pests, into a premium, sustainable pet treat, the brand delivers a “real point of difference, strong commercial potential, and a clear environmental benefit”, according to Foodstuffs.

Selected from six finalists drawn from 91 entries, The Naked Possum impressed the judges with its originality, purpose-led story, and ability to turn a national challenge into a high-value product pet owners can feel good about choosing.

As the 2026 winner, founder James Laurie will receive the opportunity to have The Naked Possum ranged nationally through New World stores, alongside a tailored package of mentoring, technical expertise, consumer insights and retail guidance designed to help accelerate the business’s growth.

“Winning New World Emerge is a pinch me moment for us. We’ve worked really hard building The Naked Possum, and to have our product recognised by Foodstuffs and leading industry experts is hugely rewarding,” he says.

“Being able to work with New World and gain access to the support, mentorship and retail expertise that comes with Emerge is incredible. We can’t wait to take the next step in growing our business and sharing our products with even more New Zealanders.”

Foodstuffs NZ Managing Director Chris Quin says the quality and determination of this year’s finalists demonstrate the strength of innovation coming from Kiwi entrepreneurs.

“Every year we’re inspired by the calibre of businesses entering Emerge, but this year’s finalists have been exceptional. They aren’t just creating great products – they’re identifying genuine consumer needs and building businesses with the potential to become household names,” he says.

“While national ranging is an exciting milestone, Emerge is ultimately about helping founders build sustainable businesses. By connecting them with the expertise, mentoring and guidance they need to grow, we’re helping set them up for long-term success.”

The program is designed to help emerging suppliers build capability well beyond the competition itself. All finalists receive expert guidance, while the winner benefits from six months of ongoing mentoring and business support.