Justine Troy is a highly accomplished New Zealand entrepreneur whose career spans from groundbreaking achievements in the spirits industry to innovative practices in sustainable agriculture. Her entrepreneurial journey took off in the late 1990s, when she and her husband, Geoff Ross, founded 42 Below Vodka in their Wellington garage. This business competed against well-known vodka brands and stood out for its audacious marketing tactics and superior product. The acquisition of 42 Below by Bacardi for over $100 million in 2006 marked the pinnacle of its success, demonstrating the brand’s impressive global impact.
Troy’s business acumen and innovative spirit are further highlighted in the co-authored book “Every Bastard Says No,” which narrates the inspiring story of 42 Below. This book is not just a recount of their business success but also serves as a motivational guide for entrepreneurs, business students, and creative thinkers, illustrating the challenges and triumphs of their journey.
After success in the vodka industry, Troy shifted her focus towards sustainable agriculture, embarking on an eco-conscious venture at Lake Hawea Station in Otago. Under her stewardship, the station became New Zealand’s first certified carbon-positive merino sheep farm, showcasing a commitment to environmental sustainability and innovative farming techniques. This move into carbon-positive farming reflects her adaptability and dedication to business success and environmental responsibility.
Throughout her career, Justine Troy has demonstrated an entrepreneurial spirit that was evident even in her early years. Her ability to embrace challenges and seize opportunities has been a constant theme, leading to her success across various industries. Troy’s story is one of ambition, adaptability, and a continuous drive for excellence, making her a notable figure in New Zealand’s business and environmental sectors.
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