Podcast

S3 Episode 3: Sam Ellis - Grizzly Baked Goods 🥐

17 Mar 2026

In this episode of the Bold Company Podcast, Hannah and Tim sit down with Sam Ellis, the co‑founder of Grizzly Baked Goods — the bakery that somehow convinced Christchurch locals that queuing for pastries is a perfectly rational life decision. From a humble bagel stall at the Riccarton Farmers Market to a cult‑status bakery with lines out the door, this is the story of a business built on craft, community, and a whole lot of carbs.

Sam shares how Grizzly grew from a “silly little idea” into one of Ōtautahi’s most beloved food institutions. He talks about returning home after the earthquakes, launching with a single product, the role social media played in shaping their brand, and how the city’s post‑quake food scene helped create the momentum Grizzly still rides today.

Through hard work, creative risk‑taking, and a commitment to quality and hospitality, Grizzly has become more than a bakery — it’s a Christchurch icon.

“We’ve grown a lot — now we need to grow up.”

🎧 Listen to Season 3, Episode 3 for a warm, honest conversation about hustle, family, brand identity, and what it takes to create a food business that becomes part of people’s daily lives.

The third season of the podcast is sponsored by Christchurch Airport – growing the engine room for Canterbury businesses and The University of Canterbury - one of New Zealand's leading learning institutes. And the lovely people at Ruffells, one of Christchurch’s leading creative studios, are helping us make this happen by recording and post-producing the series and bringing the good vibes.

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