Geoff Ross: Building 42Below, Battling Country Calendar Backlash & the Cost of Innovation
Description
Geoff Ross built one of New Zealand’s most iconic global brands - 42Below Vodka - then walked away at the top. Today, he’s leading a different kind of revolution: carbon-positive farming.
From selling vodka to the world, to Trilogy Skincare, Ecoya, Moa, and pioneering sustainable agriculture at Lake Hawea Station, Geoff’s career spans some of New Zealand’s most successful and forward-thinking ventures. In this conversation, he opens up on:
- The backlash from Country Calendar’s most-watched and how he handled it
- Building brands like 42Below, Trilogy and more
- The mission to make NZ farming climate positive
- His partnership with wife Justine and their family journey
- Spearfishing, Antarctica dives, near-death experiences, and life perspective
Whether you're interested in entrepreneurship, branding, sustainability or just great storytelling - this episode delivers.
Watch through to the end for reflections on leadership, vision, and why Geoff believes New Zealand’s best days are still ahead.
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