Our Story
From humble beginnings to a thriving community of producers and families
How It All Began
In the autumn of 2018, three neighbouring farms in the Canterbury Plains faced a common challenge: beautiful produce with no direct path to appreciative customers. Supermarket contracts demanded uniformity over flavour, leaving perfectly delicious vegetables unsold simply because they were the wrong shape.
James Thornton, whose family had farmed the same land for four generations, suggested something radical: what if they bypassed the system entirely and sold directly to people who valued taste over appearance?
That first market stall in Lyttelton sold out within two hours. The queues told them everything they needed to know. There was hunger—both literal and metaphorical—for a different way of eating.
Growing Together
Word spread through farming communities faster than we anticipated. Within eighteen months, our network had expanded to include twenty-three producers—not just vegetable growers, but orchardists, beekeepers, cheesemakers, and artisan bakers. Each brought their own story, their own methods, their own commitment to quality.
We established the Spire Magpie name to give this collective an identity. The spire represents aspiration and visibility; the magpie symbolises our gathering nature, bringing together diverse treasures from across the region.
More Than Transactions
We quickly learned that our customers wanted more than produce—they wanted connection. They wanted to know the name of the person who grew their tomatoes, the story behind the heritage apple varieties, why certain cheeses taste different in spring versus autumn.
This led to our farm tour programme, our producer spotlight series, and our commitment to transparency. Every item we sell comes with a story, and we believe those stories make the food taste better.
What Guides Us
Authenticity
We never pretend to be something we are not. Our produce is real, our relationships are genuine, and our communication is honest—even when it means admitting a crop failed.
Sustainability
Environmental responsibility is not a marketing angle; it is a survival strategy. Our partners employ regenerative practices because the land must remain productive for generations to come.
Fair Exchange
Farmers deserve proper compensation for their labour and expertise. We maintain pricing that allows producers to thrive, not merely survive. Quality has value.
Education
Understanding food systems transforms consumers into advocates. We invest in teaching—through tours, workshops, and simple conversations—because knowledge creates lasting change.
The People Behind Spire Magpie
James Thornton
Co-Founder & Producer Relations
Fourth-generation farmer who initiated the original market collaboration. James maintains relationships with our producer network and ensures quality standards.
Aroha Ngata
Operations Director
With a background in logistics and a passion for local food systems, Aroha manages the complex choreography of getting fresh produce from farm to customer efficiently.
David Chen
Community Engagement
David runs our market operations, farm tours, and educational programmes. His enthusiasm for connecting people with their food sources is genuinely infectious.
Become Part of Our Story
Whether you are a producer seeking fair markets or a family wanting better food, there is a place for you in our community.
Get in Touch